Branding Self 2.0
This past fall I went back to college. After 15 years as an award-winning graphic designer, I am moving forward to re-Brand myself.
I feel a bit like Wilson's Leather as they experiment with re-branding. They have quietly opened two pilot stores, called "Studio," that sell designer accessories. Like Wilson's Leather, I've been forced to answer tough questions: What's my product? How do I communicate? How do I deliver?
So what is my product? Ok, I haven't figured this one out yet. Should I leverage my career experience and get an MBA in marketing? Should I revisit a dream to become an attorney specializing in intellectual property? Should I become a social psychologist? While initially these ideas may seem miles apart, they are actually closely related.
Everyday graphic designers think about audience, benefits, and how to make a product more desirable. We are experts in marketing and psychology. We are people watchers who reflect society and culture in our craft. And we understand the value of protecting intellectual property, creating trademarks and copyrights daily.
I've allowed myself the luxury of discovery while I'm in college this time around. As I get closer to identifying my product, I know I will answer the questions of how I communicate and deliver as well.
So, what's your product?
— Michelle Van Santen, graphic designer and student, mvansanten@comcast.net