Base's Creative Director Explains How to Go from Bland to Brand

The line between B2B and B2C is becoming increasingly blurred in 2024.

According to Min Lew, creative director at Base Design, forging genuine connections with people through a B2P (Business to People) strategy is where true engagement lies.

Brands that resonate with individuals in both the corporate and the consumer worlds often have a unique personality that sets them apart (think of any big brand and check if it invokes an emotional memory in your mind).

In that sense, it's essential to define a human-driven purpose.

Who Is Min Lew?

Born in Germany, raised in Seoul, and residing in Brooklyn, Base Partner Min Lew brings 20 years of experience across culture, technology, and fashion. As BaseNYC's Creative and Managing Director, Min merges strategic insight with artistic flair, working closely with industry leaders to boost cultural relevance and lasting impact. Her portfolio includes collaborations with industry giants such as Apple, The New York Times, JFK T4 Terminal, and MoMA.

Min says starting from within to nurture a team of brand ambassadors who embody your brand's vision is the way to go.

"Begin with a self-diagnostic to get a temperature check of where your business is today and identify your pain points. This helps set realistic expectations about your current position and pinpoint growth areas," Min tells our team at DesignRush.

"Avoid following common trends and tropes seen everywhere, and instead, delve into the essence of your brand. Take the risk of building something unique rather than mimicking other success stories, to truly stand out as a brand, not just another generic bland."

Talking about the ongoing market trends, such as the use of generative AI in basically every industry, Min argues it should be used as a tool to evoke emotions from your target audience.

"The use of technology should serve the purpose of evoking emotion and eliciting reactions from your target audience."

We agree 100% that all purchases are driven by emotions. Check our podcast to learn more:

"Treat technology as a tool, particularly when it comes to AI, rather than making it the sole focus of your efforts. The brands that truly stand out are those that creatively utilize these tools," Min continues.

"For instance, in our recent campaign with the La Monnaie Opera House of Brussels, we leveraged generative AI to create visuals reflecting the theme of Fate in today's art and culture."

"By embracing AI, we challenge the notion that it threatens creativity, turning it into an advantage to produce something avant-garde. This approach turns client projects into experiments, attracting audiences by staying current and experimenting in real-time."

"Our team must understand technology, but also societal trends, contemporary culture, and politics, making us cultural agents when it comes to delivering innovation."

You need to follow trends to be able to escape from them, Min concludes.

Leveraging the 'Power of One' to Make an Effect

Min was kind to explain how Base Design's team enables brands to leave a lasting effect on their target audience.

"We leverage what we call the Power of One."

"It's about collaborating with our clients to pinpoint the singular concept that defines them and sets them apart. By fully committing to this idea, brands can make a bold statement that resonates deeply with their audience."

You have to connect with a brand's spirit when approaching rebranding, Min explains.

"It's about respecting the core identity while refreshing the brand's outward expression. In the case of QoQa, they were always a fun online retail platform. The spirit and energy were there, but their visual representation needed a refresh."

"We worked closely with their team to visually express their boldness in a way that stands out," Min adds.

"Our goal was to revive and amplify their founder's mentality, ensuring the brand becomes unique again. It was a complete refresh in every sense of the word, as we aimed to equip them with the tools to fully embrace their dynamic identity."

If you're looking for a creative agency to assist you boost your brand market impact, be sure to check DesignRush's listing of top creative agencies.

How to Measure the Branding Impact

We had one final (and hardest) question for Min – How can businesses accurately measure the results of their branding strategies?

This is her answer:

"To effectively gauge the impact of branding efforts and assess their success, a precise diagnosis with the client is essential before project initiation. This diagnostic evaluates the brand's current business position and pinpoints pain points."

"With a clear diagnostic in place, both the client and our team have a reference point to measure the impact of our work over time – usually between 3-12 months."

According to Min, brand success is measured across six key metrics:

1. Web Data
2. Market Influence
3. Press Coverage
4. Awards Earned
5. Increased Sales
6. Internal Cultural Shifts

"While some KPIs are quantifiable, others are qualitative," Min concludes.

"The factors for evaluating success are tailored to each client. Ultimately, the key indicator of success lies in the client's increased influence within their sector and ideally beyond."

"The unpredictability of tomorrow underscores the need for our clients to be adaptable in real-time. Our role is to instill in them a mindset of constant evolution."

Traditionally, branding exercises lasted 5-10 years. In today's environment, they require review every two years.

According to Min, it's about:

• Staying Unique as a Brand
• Find the Best Ways to Engage Your Target Audience
• Use Technology to Boost Innovation in Your Team

By following these guidelines, your brand will surely be closer to standing out for all the right reasons.