Branding and Business

Lisa Rumyantseva leads the Branding and Web Design teams at Serenity. Her team creates new brands and refreshes identities that have lost relevance. In this article, we discuss how to bring marketing communications to life and whether a company should follow branding trends.

Lisa, we previously spoke with you about branding techniques. This time, let's focus on the creative side. First, what does a strong brand mean to you?

Recognition. A good reputation. Strong marketing. A large, loyal audience.

How do you compare Russian brands with Western ones?

In my view, branding and marketing communications have advanced significantly in Russia and neighbouring countries in recent years. The internet makes it easy to follow new ideas and trends from leading brands. We can draw inspiration from them and create products at the same level. Many European companies have long turned to agencies here for creative work, design and promotion.

Unfortunately, not all Russian business owners recognise the value of good branding or understand that it can be a sound investment. There is not enough demand for thorough brand development, nor enough respect for designers' work and its value. In this respect, we still lag behind the West.

Which brands do you personally admire?

I enjoy seeing thoughtful social media work because I spend a lot of time online. Brands such as Baikal, Magnit, Soda, S7, Alfa-Bank and Bushe stand out to me. I notice their visual presentation, photo production and product packaging. I am interested in creative campaigns that communicate intangible values.

The key is finding something that resonates. Values are especially powerful. For example, Bushe and S7 commercials can be moving and create strong emotions. Among international brands, we look at leading companies such as Apple, Google, Ozon, Coca-Cola, Bosch and Volvo. Their websites, rebrands, packaging and campaigns influence branding and communications. These companies set trends, expand boundaries and engage millions of people.

Personal branding has become popular. What do you think about it?

I like that people can now reach a huge audience with nothing more than a social media account. This creates healthy competition for famous people whose recognition was built through investment in their personal brands. Today, you can find like-minded people—your target audience—online and tell your story in a way that interests them. Then keep that interest with regular, engaging content.

For agencies and businesses, influencers are a great way to reach a specific digital audience at a reasonable cost. TV and outdoor advertising are expensive and less targeted because they reach broad audiences. Bloggers, by contrast, bring together people who are genuinely interested in a particular niche, making them a more focused use of budget.

I am all for new personal brands and their promotion. It helps us discover interesting people and gives them a chance to earn through partnerships, while helping our clients find their customers.

What are the design trends for 2022?

I do not really like this question because it can put us in a box. If I name current trends, it may sound as if a modern branding agency has to use them for every new client. We take an individual approach to each project. We do not force every company to follow current trends; we consider what suits its identity and future brand.

We design visual identities for the long term, so they remain useful, adaptable and relevant. Every company has its own audience, with distinct interests, preferences and barriers. We want those people to connect with the client's brand, rather than chase trends that appeal only to a narrow circle of designers.

Examples from the Serenity team's case studies

Does a brand have an expiry date?

No. Many of the strongest market leaders were founded in the 19th century. The important thing is to change and adapt when needed. People, technology and attitudes change, so a brand's image and values should stay relevant. You can update taglines, launch themed campaigns or refresh the visual style, while keeping the brand's core intact.

An example of a logo redesign

Tell us about your experience in branding. What do you do, how did you get started and how did you become a team lead at a large agency?

I joined Serenity as a content-team intern in 2017. I started by writing, then gradually took on design tasks. I learned what makes good design, how to create layouts and what to consider. Sergey Pruss mentored me, and I quickly absorbed his approach. Soon I was giving other designers feedback on their work. A year later, I was asked to develop the branding discipline, and I succeeded. Three years on, I lead both Branding and Web Design and serve as art director for the agency's internal projects. I develop the design team and oversee what Serenity publishes on social media, its website and banners. Together with Performance Marketing lead Katya Rusakova, I also mentor new team leads.

What helped you become a strong professional?

Mentoring, visual experience and the people around me. For four years I worked with talented designers, and more recently I have been building a team of my own. They create beautiful solutions for simple, sometimes ordinary tasks. During my first year I watched, learned and absorbed other people's experience. Then I developed my own view of good design: minimalism, elegance, simplicity, precision, attention to detail, a contemporary approach and usefulness in every element. Now I pass that perspective on to new designers at the agency.

Beyond visual experience, what else helps build a successful brand? Why might a brand have beautiful packaging yet fail to connect with its customers?

Often, the brand does not know its audience well enough. You may not understand the people you are trying to reach. Research and interviews can reveal their needs, barriers and opinions about your products.

Or you may have chosen a channel your audience does not use. It can be difficult to find the right people among millions. Consider what else your potential customers like, where they spend time, which brands they use, who influences them and whom they trust. Once you understand your audience, you can reach them. Share their values, interests and concerns. Talk about the problems they care about in your posts and on your website. Support them and invite conversation. Be a helpful partner instead of simply trying to sell something. That is how customers stay with you. If you need advice, or your brand no longer feels current and needs a refresh, get in touch—we will be glad to help.

What would you advise a company that is entering the market and starting to develop its brand?

Start with a brand platform. Bring your senior team together and discuss questions such as: “Who are we?”, “Why do we exist?”, “What value do we bring?”, “Who are our products for?”, “What do we value, and what do our customers value?”, “What are our business and marketing goals?” and “Where are we in the market today, and where do we want to be?” If these are difficult to answer, we can help you develop a brand strategy.

Once everyone agrees on the brand foundation, you can prepare briefs for a name, visual identity, website and other assets. The brand platform will guide all the elements of the new brand.
Start by budgeting for all the work. Plan the project so that building the brand does not disrupt your business operations and your team has time to work with the agency.

Once the brand identity is in place and the website is ready, it is time to promote it. Show your audience what makes you unique and how your products or services can solve their problems. Without promotion, even a well-developed brand may never reach its audience. We have discussed how branding and performance work together, including their approaches and in this article.