What is Branding? The Concept of “Information Space Design,” Which Holds the Most Value in the Age of the Individual
The essence of personal branding is design, not decoration.
I always feel a sense of discomfort with the word "branding."
The "branding" discussed in popular circles is confined to topics like creating a logo, optimizing social media, and unifying a brand's worldview. However, these are the results, not the essence. The essence of branding is to intentionally design the impression that arises within a person when they see your content. We call this "information space design."
- The essence of personal branding is design, not decoration.
- Branding is “rewriting the information space.”
- Why personal branding now?
- How to implement information space design
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Branding is “rewriting the information space.”
When people recognize something, a mental space of information is formed in their minds. Coordinates like "that company is like this" or "that person is like that" spontaneously arise. Branding is the act of placing your intended coordinates within that information space.
What is action? When you get down to it, it's about rewriting the other person's information space. Presentations, social media posts, even the choice of a single color for a logo – all of these are designed to dictate "what emerges within the other person." When viewed with this premise, most branding in the world isn't design; it's mere decoration.
When asked why this color, why these words, why this structure, if you cannot answer with logic, it is not branding.
Why personal branding now?
Branding was originally the domain of large corporations. A world where ¥100 million was spent on a single logo. That has trickled down to ventures, trickled down to celebrities, and now it has finally come to the age of the individual.
This is about a historical phase, and it's still a blue ocean. It could be the last chance in this era where the lid on hierarchy has closed. For sole proprietors, influencers, and owner-managers who want to grow their businesses or activities in the future, the information space will become the most important investment area. While everyone is chasing immediate sales, very few people can prioritize this. That's why we prioritize it.
How to implement information space design
The key to implementation is to raise the level of abstraction. Don't be confined to how the immediate business appears. Don't build up from the bottom. Bring it down from the maximum vision. Don't compromise on copy or linguistic expression.
We will design a multifaceted expansion so that the same ideology is reflected in each aspect: the official website, social media, YouTube, overseas expansion, non-profit activities, and private endeavors.
People often say it's a matter of taste, but taste is a function of talent and the amount of information you have. Observe your surroundings thoroughly, rely on talented individuals, and explore the point where your soul is freed. Refine it internally, release it to see the reaction, and then revise it internally again.
Branding is ultimately the process of creating a device that reboots your energy in the other person's information space. It's design, not decoration. This will become the greatest weapon of the individual era.
↓ If you want to know more about the information space, check out "θ Corridor" right now ↓
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