Brand Philosophy
Over the last years I have been creating a lot of products and projects already and most of the time it was about giving things a second life reusing abandoned material I found and collected. I am fascinated by this idea of transformation and probably that's a reason why I am fascinated by butterflies and choose a lunar moth as my logo. This misterious insect is the second life after the one of a cater pillar. It can fly and see the world from a different perspective. Am I being too poetic now...?
Hold on... what's a brand anyway?
A brand is not only what I say it is; it's much more what YOU say it is.
According to wikipedia "A brand is a collection of symbols, experiences and associations connected with a product, a service, a person or any other artifact or entity." But reading that this article needs cleaning up, I'm once more reminded, that branding is a complex topic.
To me, good brands make understandable (valuable) promises which may change over time as people's needs change too. However, they always stick to their greater, (priceless) ideals. Acting accordingly to their current promise and consistently to their higher ideals by using/producing different kind of media (offers like products or services) good brands stay trustworthy and authentic . Through clever communication a future-orientated, vital brand connects to people and listens to them. One way messages was yesterday. Today we have conversations. Tomorrow (is today to me) we might have collaboration.
I do have ideals that are related to my personal character. I do make promises which I mediate trough my rather progressive products and services. I guess I sort of have a sleeping brand, waiting to be awakened by talks, purchases and co-creators. Yet, I have no conversation, not to mention collaboration. Unless people don't learn about my brand, unless they don't talk about or buy my products, unless they don't create my reputation and become part of my brand, I don't want to speak of having a vital brand. You have the power to change that - if you want - by spreading the word.
:: my ideals are authentic
I just can't help doing all the things mentioned above because my aim is to stay true to myself. But believe me, it's not easy to defend these promises against common economic forces and practices and stay true to my ideals of ethics and sustainability. However, I'm optimistic that my actions can and will eventually be (financially) profitable. I keep trying to do things my way because I feel it feels good to be too good to be true.
Why not making your own judgement by learning more about my personal brand "Mayari"? By understanding my products "Bricolo Box" and the "Recycled Magic Wallet" you will. To me, these products communicate my promises and represent very well my ideals.
Checking out my tumblr and my blog might as well help you getting a better picture of me and my brand.
:: my reputation - it's what other people say about me and my works
Annette Schindler, Designexpert and Director of plug.in in Tages Anzeiger 5. Juli 2007 about my diploma work:
“Die Bastelbox spricht die Leute direkt an und erklärt sich von selbst. Das ist nicht selbstverständlich. Ich bin gespannt, wie es mit Fabia und Tanja weitergeht. Sie schwingen mit ihren Arbeiten klar obenaus.”
Carsten Joergensen, Design Consultant and former Design Director at Bodum in a personal e-mail I got on October 17th 2006 about me and my work at his company JA:
“You are very good Tanja but you know that yourselves! But you can force yourselves so much more by putting younger fingers and senses into the conceptual things you learn in school. It is about being in touch with the materia of life - not just recognising on a distance. Many will not even get to think about it and other will know but can not reach “it”. For you it is just around the corner and you just need to take a few steps and pick it up and you are on.”
