design:SD — What does branding have to do with design?

April 3rd, 2009 by Lindsey Karlson

During the recent Design:SD charrette in Deuel County, I continually found myself asking the various communities who were represented (there are eight: Clear Lake, Gary, Altamont, Astoria, Brandt, Goodwin, Toronto, Lake Cochrane) a single string of questions.

What is your community’s niche? What makes you special and different than the other communities in Deuel County?

Not surprisingly, this question was a bit difficult for people to answer. Not because the communities aren’t unique, but because they simply haven’t taken the time to really think about what those things are. I think the answers to those questions are intrinsically related to branding.

Branding can be a really difficult concept to understand, and even more difficult to execute. But it doesn’t have to be. If you can answer the question above, you’re well on your way to identifying your community’s brand. Of course there are other elements you will consider as you dig in, but the basics come back to knowing who your community is and being able to communicate it to others.

So, what does this have to do with Design:SD?

Design:SD always tries to start with the strengths of the communities as they currently exist. Knowing your strengths (the foundation of your brand) gives the design team a solid foundation to build upon.

A strong brand can also help your community decide what’s most important to work on first. It can help you understand what elements need to stay because they build character and make your community unique, and what elements need to go because they detract from it.

So, if you’re reading this post and aren’t sure where to start in your community, I’d challenge you to answer the questions above and begin focusing on those ideas and projects that build a stronger sense of who your community is. I don’t think you can go wrong when you begin there.

Photo Note: The Deuel Design Team digs in to identify the boards that they will produce for the Deuel County community.

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