Workshop: Pushing your brand with design

Last Friday, 22nd January 2021, the New Career Platform organized a very essential workshop in collaboration with the Ghana Design Network (GDN). It was a great way to kick start the new year. The Covid-19 pandemic took a major toll on businesses and thinking creatively became a survival skill. Many organizations were awoken on the need to take a step back, analyse existing processes and reintroduce themselves. This workshop at Ispace Foundation encouraged participants to (re)think their design(s) and accelerate their branding.

This workshop was led by Nana K. Duah, the owner and creative Director of Oxygen and a branding expert. A strong brand identity sets businesses apart and greatly impacts an organizations success story. There’s a common misconception that a brand identity is simply is a logo or a one-shot deal. In Nana’s words, “A brand is a distinctive experiential promise that represents a business”. A brand creates a vital connection with consumers, it allows your customers and clients to realize what is in store for them from your company. It is a way of distinguishing yourself and clarifying why what you offer that makes you the better choice.

The beauty of having a strong brand identity is that offers you the platform to uniquely and creatively express yourself. It defines who you are and what you stand for and it informs why you exist and explains how you’re different. Branding is the context in which the business message is received, and not the message itself. There is therefore an urgent need for entrepreneurs to dedicate time and effort in creating an identity that leaves a memorable impression in the mind of the consumer.

A brand is not solely a design, but design is the catalyst that pushes the brand. Once you identify your unique self, brand design helps you communicate who you are and what your brand stands for. It helps your audience to identify your brand. Brand Design includes creating symbolic elements (such as monograms, emblems and wordmarks) related to the brand to capture your distinctive identity to other brands.

Create your own niche. A good brand identity does not necessarily mean being number one (no.1). All industries have top players with loads of experience and strategic approaches to being no.1. Unfortunately, many entrepreneurs try to compete with these organizations but are quickly weeded out by the ‘top dogs’. Entrepreneurs should not be blinded to their immediate environment, rather than competing (and striving to be ‘the best’), focus on creating a niche in that environment, by so doing you are able to conquer that niche and stand out.

Salience. Don’t just be different, stand out. Another misconception about building a strong brand identity is the notion that it’s about being different, everyone strives to be different and ironically end up being the being the same. Building a strong brand identity is not as cut-and-dry as assumed. Perhaps it is time to take a step back, discover who you are and work with that.

The New Career Platform recognizes the need for young talents to be guided in this journey of career development to make informed choices and decisions, as a result, we will continue to dedicate time and efforts in organizing timely trainings to cushion you on this entrepreneurial journey. Don’t be left out! Keep an eye on the New Career Platform Events to stay up to date about future workshops and programs.