Mastering the Art of Branding: Key Insights from Adam Jennings

Advice, Runway Podcast

Branding—it’s more than just slapping a logo on everything and calling it a day. If only it were that simple, right? Well, according to Adam Jennings, founder of design studio Made by Contour, branding is more like crafting a story that people want to read over and over again. And we’re not talking about just any story; it’s your story—full of personality that sets your business apart from the rest. Adam’s been the creative brains 🧠 behind some killer brands, including the sleek look of Black Unicorn PR. 😉 We recently caught up with him on our podcast, The Runway, and he dropped some serious knowledge about mastering the art of branding. So, grab a coffee, settle in, and let’s dive into the top takeaways…for businesses of all sizes!

1. Branding is More Than Logos and Colours

We’ve all seen those slick logos and beautiful colour schemes, but Adam Jennings was quick to remind us that branding goes far beyond aesthetics. Sure, those visuals are important, but they’re really just symbols representing something much deeper—a brand’s identity. A strong brand doesn’t just look good; it tells a story and makes people feel something. It’s a reflection of your company’s soul—your values, your mission, and your unique personality.

2. Establishing a Strong Foundation

Think of your brand as a house. You can’t go painting before you’ve got walls! So, before you start picking out furniture (or designing that killer logo), you need a solid foundation. Adam Jennings emphasised that getting your mission statement, core values, and brand story locked in is super NB. These are your guiding lights—helping you make every branding decision and ensuring your message stays consistent on every touchpoint – from your website to your Instagram feed and beyond 🚀

Building a Brand Identity

3. The Power of a Brand Manager

If you’ve got a team handling different aspects of your brand, Adam Jennings strongly suggests designating a brand manager. Why? Because having one person overseeing how your brand is presented across all channels ensures consistency. A brand manager becomes your “single source of truth”—keeping everyone aligned and your brand looking seamless, no matter the platform

4. Know Your Audience (Like the Back of Your Hand 😉)

It might seem like this goes without saying, but we, and Adam, couldn’t stress this enough: knowing your audience is everything. Conduct surveys, engage with your customers, and really dig into what they care about. The more you know about their needs and preferences, the better you can tailor your brand to resonate with them. After all, your brand exists to connect with them, so it pays to understand who they are.

The Evolution of a Brand

5. When to Hit the Refresh Button

Brands need to evolve over time. But don’t go rebranding just because everyone’s jumping on the minimalism bandwagon! According to Adam Jennings, any brand refresh should be driven by clear objectives—like a major business change, if your current brand just isn’t cutting it anymore or isn’t aligning with your business goals. But don’t fall into the trap of making changes for the sake of change. Make sure your updates actually reflect where your business is headed and don’t make superficial updates that do not address underlying issues.

6. Stay True to Your Roots

While evolving is important, you don’t wanna throw the baby out with the bathwater! Adam advised that when you update your brand, it’s crucial to keep its core essence intact. Whether you’re adding new fonts or freshening up your visuals, make sure everything still aligns with your foundational values. It’s about staying relevant and exciting without losing sight of who you really are at your core.

Leveraging Technology in Branding

7. The Rise of Generative AI (Let’s Not Lean On It Tooooo Much)

Okay, okay. Let’s talk about the machine-learning elephant in the room: AI. Sure, tools like Midjourney and Firefly are shaking up the design world, but Adam cautions against getting too carried away. While these tools can whip something up to help visualise ideas, they can’t replace human creativity. Relying solely on AI risks producing content that’s more meh than memorable. Use it to enhance your process, but don’t forget that the magic lies in the human touch.

8. Storytelling is Still King

At the end of the day, people don’t just buy products—they buy stories. And in Adam’s view, authenticity is the not-so-secret sauce of successful branding. Your audience wants to connect with brands that stand for something real, something that reflects their own values. So, skip the corporate jargon and tell a story that matters. When you focus on storytelling and keep it authentic, you build more than just a brand—you build trust and loyalty.

Final Thoughts

In today’s fast-paced digital world, branding isn’t just important—it’s essential. Whether you’re starting from scratch or giving your brand a facelift, the insights Adam shared are your roadmap to success: from understanding your audience and refining your story to staying consistent and evolving with purpose, branding is an ongoing journey. And with every step, you’re building a brand that not only stands out but also sticks with people long after they’ve clicked away and moved on to binge-watching their favourite show.

Branding is a process of evolution and adaptation. Embrace the ride, keep your story authentic, and your brand will grow stronger with every move you make. Want more of Adam’s insights? Check out our full conversation on our podcast—it’s packed with even more gems for you to take your branding game to the next level!