What kind of people build good brands?

Assembling a team to build a brand is like assembling the Avengers. If the Avengers all consumed far too much caffeine, had Macs, and used the word “aesthetic” far more than recommended. 

But what kind of people design good brands? 

This is a breakdown, which includes the bare minimum IMO. 
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1. Founder and/or Marketing Manager: Yes, you. Don’t just drop the wire and check in every few weeks. Your involvement is key. The founder’s/or marketing manager’s job should be to communicate the meaning behind your brand, to disclose all relevant brand research at the brief stage, and to push back when things don’t feel/look right - articulating why clearly. Also helps if you pay lol. However, with The Free Branding Movement, you don’t have to (shameless). 

11. Copywriter: They’re going to help you articulate the meaning behind your brand, channelling this into a solid name, tagline, personality, origin story, voice, tone, mission, vision, purpose, client/customer statement, and communication guidelines. Works closely with 1 and 3. 
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111. Creative Director/Senior Designer: They’re going to help you conceptualise a creative direction. They oversee the creation of logos, iconography, colour palettes, typographies, illustration systems, imagery, collaterals, and usage guides. They might in some cases take up 4’s job, always work closely with 1 and 2.

1v. Graphic Designer(s): They’re going to work alongside the creative director to design logos, iconography, illustrations, and collaterals. They’ll help the creative director select colours, typographies, and imagery. 

v. Project Manager:  They’re responsible for keeping the entire project on track by managing timelines, coordinating between all team members, and ensuring that deliverables are met according to the schedule. They act as the primary point of contact between the client and the team, keeping communication clear and focused.
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‍Pro-tip, if the project manager can have at least some technical knowledge of design, you’re headed in the right direction.
 

Now, finding a good person to fulfil each of these roles is going to help you build a good brand. Using one person to fulfil all of these roles is going to help you create nothing but a Britney Spears-level mental breakdown for that person.

The above will help you create a brand, and as we move onwards and upwards to brand application, or more ambitious identities - brand strategists, UX/UI designers, web developers, content creators, social media managers, and SEO specialists start to become necessary additions. 

Agree or Disagree? Let me, Oliver, or Oli, know in the comments or a strongly worded email (hello@mused.design). 

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The Free Branding Movement is a fund sponsored by Mused that selects one brand, based on the merit of its core mission and founding team, for a full visual identity, free of charge. You can find registration details here.