What is brandgineering?
Where strategy, technical expertise, conceptual thinking, user focus and creative execution converge is a discipline I call brandgineering. It’s a holistic approach where each piece of a brand works to support the others — where an entire experience is crafted, not simply a color palette or a logo chosen. The best brands are usually a living ecosystem.

Having a purpose
Brandgineering begins with purpose. What is your brand trying to do? Get started? Grow? Get VC funding? Boost sales? Re-invent itself? Recover from a screw up? How we travel depends a great deal on where we’re going. The best kind of success is the kind we can measure.

A living, breathing story
There’s a secret to effective marketing: good storytelling. Okay, it’s not really a secret, but many brands miss it all the same. Thing is, your story isn’t just told in your ads. It’s told in your approach to customer service. It’s told in how easy your website is to use. It’s told in the quality and reliability of your product. The key is that your customers not simply hear your story, but experience it — become part of that story. The best story you can tell isn’t about you, but about them.

Design as beautiful function
Design adds beauty while enhancing function. Unfortunately, when most people say design, what they really mean is decoration. “Make it pretty” or “make it pop” get used a lot, but don’t really mean much. Although there is always some benefit to better aesthetics, real design can add real value by making your product (or even your service) easier to use, more effective, and hopefully an object of desire. Part art, part subtle science, the best design usually comes from seasoned design professionals.

I <3 technology
Does your company need a Facebook page? Maybe. Maybe not. There was a time when “being online” was enough. Now there is more technology available to your brand than ever before. How are you utilizing it? Are you using Flash when you should be using AJAX? What does your website look like on a smartphone? Did you really just tweet that? The best technology doesn’t just give you a new place to shout, it adds to the story you’re telling. Knowing when to use it is even more important than knowing how.

Creative, creative, creative
Above all, brandgineering is a creative endeavor. Without new and innovative approaches to telling the story of your brand, chances are you’re just going to get lost in a very noisy marketplace. Let’s shift tactics. While the other guy shouts in your customers’ faces, let’s whisper in their ears. Let’s answer the phone. Let’s send a campaign of personal emails to 25 people instead of generic emails to 25,000. Let’s shake hands. Let’s all wear matching hats — whatever it takes to tell our memorable, unique story to our customers. Let’s build the best brand we can.

I can help.
If you’re building a brand for your company or a client, I can be of assistance. Learn more about me, and get in touch.