I work with companies on their branding. That means I’m a graphic designer, a creative strategist, a business truth-seeker, a trend observer—and probably a few other roles I’m forgetting. But at the core of it, my job is to help businesses shape or reshape their brand in order to better sell something. That “something” can be almost anything—a beer, a birdcage, or a luxury banana boat.
Go, Go, Go, But first…
At the start of any new project, one of the first things I assess is how much the client understands what we’re actually trying to do. Some clients already know the power of branding. They understand how this work connects directly to their goals, and we’re able to dive in quickly. Others, maybe half, aren’t so sure what they are asking for; they just know they need help. They might come to me saying, “I need a logo,” or “I need help with a design project,” or “I need to market my business better,” without realizing that the real work that needs done starts much deeper: in thinking about who they are and what they promise.
That’s where the conversation begins. Before we design anything, before we think about the thing that needs designing, we ask questions, dig into problems, and uncover the truth. Only once we understand the full picture do we explore creative solutions and build a plan. The path we take, the recommendations we make, and the final product we deliver—all of it is the natural result of what we’ve discovered together. And it’s only at this point that we’re in a position to deliver on the promise.
Simple is Best
I was reminded of the simplicity and power of that word—promise—a few months ago, while listening to a podcast by Scott Galloway, the NYU professor and brand strategy expert. He was discussing the brand of the United States in a global context and remarked, very plainly, that “a brand is a promise.”
He said it in passing—calmly, clearly, and without fanfare. But for me, it landed hard. It was one of those moments where the puzzle pieces clicked into place. I paused the episode and while struggling to merge my way through the chaos of Interstate 95 in South Florida, I sat with the phrase.
I’ve worked in branding for over 20 years, and I’ve spent countless hours talking about what a brand is. I’ve discussed its history, psychology, symbolism, business value. But never had I heard such a succinct, open-ended way of explaining it. It wasn’t a definition so much as a cue. A phrase that invites reflection. It says just enough—and then hands the rest over to the listener. While Scott embarked on an awesomely articulated annals about the promise that is/was the United States, it was his initial statement that resonated strongly.
Because a promise is precisely what a brand offers. It’s what we, as consumers, buy into. We buy the promise that a shoe will make us faster. That sunglasses will make us more attractive. That a supplement will make us stronger. That a truck will make us more of a man.
We only Buy, if we Believe
Imagine a new long-distance running shoe brand with a clunky website and photography that looks dated. The brand is trying to tell you they’ve created the most advanced performance shoe—but their promise doesn’t align with the way they present themselves. Regardless of how they promote it, their branding is not aligned with their product. Now imagine a competitor: a brand started by an ultramarathoner and an MIT engineer, launching on Kickstarter with a slick brand video made by an up-and-coming music video director. The product might not be any better—time (and reviews) will tell—but the promise is more credible, more magnetic and in many ways, more important than the shoe itself. Long before people run a marathon in it, they will have decided that this shoe is a representation of me, fresh, bold, striking and smart.
That’s the difference branding makes. The promise might be about quality, identity, exclusivity, performance, lifestyle, values—or some combination of those. Whatever it is, a successful brand expresses its promise clearly and consistently enough that you, the buyer, can decide whether to believe it.
At the end of the day, branding isn’t about logos, color palettes, or even storytelling. It’s about trust and being a part of something that reflects who you are. It’s about crafting a promise that feels real enough, resonant enough, and strong enough to make someone choose you over everything else on the shelf. And in a world full of choices, the brands that win are the ones whose promises are not only heard—but believed.