Q&A - What branding means to me and how it's different in Taiwan / by Chris W. Hubbard


Soon we will be launching a new series of Q&A articles, and video interviews focused on the subject of branding. We're hoping to share a variety of the brand thinking that takes place within our company as well as the unique connections people make between their specific role and branding as a whole. 

I decided to share my own Q&A on branding here as a way to kick off the conversation and encourage those of you who stumble upon my journal to also tune into what we have going on over at DDG.

Q: What does branding mean to you?

A brand isn’t what you say it is, it’s what other people say it is. It’s peoples perception of you—your company or your business. 

This means that—as a company—you can put a lot of effort into painting the type of picture you want people to see, and say a lot of nice things about who you are and what you think you do. You can even have internal agreement on those things. But if people outside your company don’t believe it, it means nothing. Perception is reality.

For example, if you’re not innovative, then don’t say you’re innovative because people won’t believe you anyways. It used to be easy to get away with saying whatever you wanted to people. But everyone has instant access to information now. And newer generations grew up in a world filled with marketing and branding and advertising so they’re more savvy and they know the tricks.

So yes, branding is about understanding who you are and what you want to stand for, but it’s also about knowing what you CAN stand for—authentically—and how this will impact peoples perception of your brand. 

Q: Why should businesses care about branding?

A lot of people will say companies should care about branding because it helps other people understand who you are, and what you stand for—which is true—but the real value of a strong brand is its ability to help a company understand themselves and make choices that align with that reality. 

When you understand who you actually are—and not who you think you should be—you have a valuable tool for knowing where to go, and what to do on the way. History is made up of choices, and making the right choices is what good business is all about. 

Q: What does it mean to be a good brand?

A good brand is honest—they know who they, what makes them special, and they use tools like marketing, design and advertising as ways to authentically connect with others and share what’s so special about themselves. 

A good brand isn’t a marketing gimmick. A good brand walks the walk and lives and breathes the perceptions they desire from others.

Q: Are their differences in the ways companies in Asia vs. the west see branding?

Companies in the west are very brand savvy. They’ve been doing it forever. They know what branding is and how to do it. They have smart people with lots of brand experience on their teams. They have brand managers who work with brand agencies and ad agencies that all speak the same brand language and have a deep understanding of what needs to be done and why it’s important. 

In Taiwan, it still seems that a lot of companies are struggling to understand what branding is in the first place, let alone why it matters. They are realizing that it does matter, but aren’t sure why, and they have very few people on their teams who can help them with that so they just do the best they can on their own.

The common perception here is that branding is marketing or advertising, and it has something to do with having a nice logo. And everyone thinks they are right. So telling someone that no, that’s not what branding is, can be hard. You’re telling someone they’re wrong and are going to face some resistance. So there’s resistance here.

This is changing in places like China. They’re becoming as brand savvy as the west now because the leaders of their companies are bringing on talented people who can help them do it right. And they’re willing to let go a little bit. 

Q: What is a Brand Catalyst?

It’s a focal point for your brand. It’s easy to be distracted in life, and in business so a brand needs a point of focus that can guide them.

In yoga, there is the concept of drishti—a visual focal point while in a posture. Where the gaze is directed is where the attention naturally follows, and the quality of the gaze—meaning how concentrated it is—impacts the quality of the pose and the benefit received from that pose, both mentally and physically. A Brand Catalyst is a drishti for brands.

Q: How does communications impact branding?

Communication is about transferring meaning and understanding to others. If you have a great idea but aren’t able to communicate it in a way other people understand then it’s meaningless. 

There’s a lot of great brand ideas that are meaningless to people outside of the company because they’re unable to communicate it well. 

Q: What challenging situations do you find yourself in?

I think one of the biggest challenges I face, at least here in Taiwan, is getting companies to understand the importance of good brand communications. 

I'm not talking about good spelling or good grammar—I'm horrible at both—I'm talking about the name you choose to give your company or products, the slogan you put on your website and brand messages you share with your customers. These decisions have a massive impact on the perception people have towards you and your brand. Do communication wrong, and even the best logo won’t save you. 

Q: What lessons have you learned over the years working with clients?

There are three important lessons I’ve learned over the years:

1 - Everything communicates something

Everything from what you wear, to what you say, to where you live, and how you eat, says something to other people about who you are and what you believe in. The more a company understands this the easier branding becomes.

2 - Don’t be afraid to go out on a limb, that’s where the fruit is

People can be so afraid to fail that they make no moves at all, but no great success ever came from taking no risk at all. In twenty years you’ll care more about the things you didn’t do, so, just do it. 

3 - Everyone is doing their best from their level of awareness

When I was working in advertising in the states, my boss at the time gave me the book “7 habits of highly successful people.” I was totally uninterested in this book but read it anyways. The chapter on empathy changed the way I was viewing other people—especially our clients—forever. I learned to put myself in other peoples position for a moment and try to imagine what they were seeing, or what thing they needed to accomplish that sat outside of my own thinking.

I learned that every single person is doing their best and trying to accomplish something according to their current awareness and understanding. People can be unaware of something, and while that can be frustrating for those who are aware, it doesn’t mean they aren’t trying. 

Q: What are some interesting situations you’ve experienced with clients?

Memorable moments working with clients always happen when I feel we’re on the same side. When we respect each other as people who are all doing our best to accomplish something together, the experience is more positive. Getting to this kind of place usually starts with empathy, compassion and the ability to listen and appreciate what others have to offer.