{"id":16952,"date":"2025-01-07T11:55:11","date_gmt":"2025-01-07T10:55:11","guid":{"rendered":"https:\/\/nadinewilmanns.com\/?p=16952"},"modified":"2025-04-19T21:55:41","modified_gmt":"2025-04-19T19:55:41","slug":"ana-grigorovici","status":"publish","type":"post","link":"https:\/\/nadinewilmanns.com\/de\/ana-grigorovici","title":{"rendered":"Ana Grigorovici"},"content":{"rendered":"
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Ana\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Text and Photography by Nadine Wilmanns<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tKlick hier f\u00fcr den Text auf Deutsch oder scrolle weiter nach unten <\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ana Grigorovici<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Two Questions for London based Brand Identity Specialist Ana Grigorovici, founder of designbench.studio<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Apart from a logo, what are the most important elements to make a brand?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The definition of branding I resonate with most is this:\u00a0Your brand is what people say about you after you\u2019ve left the room.<\/em>\u00a0It\u2019s not just about the impression you make in the moment\u2014it\u2019s the perception people hold long after. A brand is the sum of how you communicate, what you communicate, and how you visually represent yourself. This includes the logo, fonts, and colours, but also extends to your tone of voice, your marketing strategies\u2014 online, in-person, or at events\u2014and your overall presence.<\/p>

Ultimately, your brand is an ecosystem, where every element works in harmony to reflect your intent. If your aim is to drive sales, your branding should focus on that. If your goal is personal recognition, then how you speak and present yourself will need to support that ambition. What is visible\u2014the logo, the fonts, the colours\u2014is the surface, like the tip of an iceberg. Beneath it lies a complex structure of purpose, strategy, and perception.<\/p>

Additionally, brands express themselves differently depending on their nature. Some are primarily visual, while others rely on auditory cues. For example, brands like Tesla don\u2019t invest in traditional advertising like TV ads or printed marketing . Instead, the product, the buzz around Elon Musk, and the lifestyle it represents drive their branding, as well as very well placed PR. Tesla proves that a brand is as much about what others say about it as it is about its tangible assets.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What are the most important questions that a business owner must have answered for his business to achieve successful branding?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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First and foremost:\u00a0What is your purpose?<\/em>\u00a0Understanding your purpose is fundamental, as it will guide every aspect of your brand. Is your purpose profit-driven, or does it lean towards a broader mission, such as social impact or innovation? For charities, purpose is often clear-cut. However, for commercial brands, it may require deeper reflection. Purpose doesn\u2019t have to be overtly political or philosophical, but it does need to be genuine and aligned with your business goals.<\/p>

Next:\u00a0What problem are you solving for your audience?<\/em>\u00a0Identify their needs and how your brand intends to meet them. Equally important is asking:\u00a0How do you want to be perceived by your audience?<\/em>\u00a0This perception will shape not only your messaging but also your design and marketing choices.<\/p>

Once these foundational questions are answered, the branding process can begin. Often, business owners focus on their personal preferences\u2014such as a favorite color or font\u2014rather than considering their audience\u2019s perspective. For example, if you like green, we\u2019ll use it only if your audience resonates with green, such as for an eco-conscious brand. If you\u2019re a car dealership, your audience might associate blue with reliability and professionalism more effectively.<\/p>

The ability to differentiate between personal taste and what appeals to your target audience is critical, especially for solo founders. Successful branding is always audience-centric.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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You can find more about Ana and her design studio here:\u00a0 www.designbench.studio\/<\/a><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Ana\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Ana Grigorovici\n <\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Zwei Fragen an die Londoner Branding Spezialistin Ana Grigorovici, Gr\u00fcnderin von designbench.studio \n <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Abgesehen vom Logo, was sind die wichtigsten Elemente, die eine Marke ausmachen?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Die Definition von Branding, die ich am liebsten mag, ist diese: Deine Marke ist das, was die Leute \u00fcber dich sagen, nachdem du den Raum verlassen hast. Es geht nicht nur um den Eindruck, den du in dem Moment machst, sondern der, den die Leute noch lange danach haben. Eine Marke ist die Summe dessen, wie und was du kommunizierst und wie du dich visuell darstellst. Dazu geh\u00f6ren das Logo, die Schriftarten und die Farben, aber auch dein Tonfall, deine Marketingstrategien – online, pers\u00f6nlich oder bei Veranstaltungen – und deine allgemeine Pr\u00e4senz.<\/p>

Letztlich ist deine Marke ein \u00d6kosystem, in dem jedes Element harmonisch zusammenarbeitet, um deine Absicht widerzuspiegeln. Wenn dein Ziel darin besteht, den Absatz zu f\u00f6rdern, sollte sich dein Branding darauf konzentrieren. Wenn dein Ziel die pers\u00f6nliche Anerkennung ist, dann muss die Art und Weise, wie du sprichst und dich pr\u00e4sentierst, dieses Ziel unterst\u00fctzen. Das, was sichtbar ist – das Logo, die Schriftarten, die Farben – ist die Oberfl\u00e4che, wie die Spitze eines Eisbergs. Dahinter verbirgt sich eine komplexe Struktur aus Zweck, Strategie und Wahrnehmung.<\/p>

Hinzu kommt, dass sich Marken je nach ihrem Wesen unterschiedlich ausdr\u00fccken. Einige sind in erster Linie visuell, w\u00e4hrend andere sich auf auditive Hinweise verlassen. Marken wie Tesla zum Beispiel investieren nicht in traditionelle Werbung wie Fernsehspots oder gedrucktes Marketing. Ihr Branding wird vom Produkt selbst, dem Rummel um Elon Musk und dem Lebensstil, f\u00fcr den Tesla steht, angetrieben, ebenso wie eine sehr gut platzierte PR. Tesla beweist, dass es bei einer Marke ebenso sehr darauf ankommt, was andere \u00fcber sie sagen, wie auf ihre materiellen Werte.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Was sind die wichtigsten Fragen f\u00fcr ein erfolgreiches Branding, die Unternehmer beantworten k\u00f6nnen m\u00fcssen?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Zuallererst: Was ist dein Ziel? Den Zweck eines Unternehmens zu verstehen ist von grundlegender Bedeutung, da er jeden Aspekt der Marke bestimmt. Ist der Zweck vor allem gewinnorientiert, oder geht es um eine komplexere Absicht, wie einen sozialen Nutzen oder Innovation? Bei Wohlt\u00e4tigkeitsorganisationen ist der Zweck oft klar definiert. Bei kommerziellen Marken kann es jedoch sein, dass man genauer dar\u00fcber nachdenken muss. Der Zweck muss nicht unbedingt politisch oder philosophisch sein, aber er muss echt sein und mit den jeweiligen Gesch\u00e4ftszielen \u00fcbereinstimmen.<\/p>

Die n\u00e4chste Frage w\u00e4re: Welches Problem l\u00f6st du f\u00fcr dein Publikum? Ermittele die Bed\u00fcrfnisse deiner Zielgruppe und wie deine Marke sie erf\u00fcllen will. Ebenso wichtig ist die Frage: Wie willst du von deiner Zielgruppe wahrgenommen werden? Diese Wahrnehmung wird nicht nur deine Botschaften, sondern auch deine Design- und Marketingentscheidungen beeinflussen.<\/p>

Sobald diese grundlegenden Fragen beantwortet sind, kann das Branding beginnen. Oft konzentrieren sich Unternehmer auf pers\u00f6nliche Vorlieben, wie z. B. eine Lieblingsfarbe oder -schriftart, anstatt die Sicht ihrer Zielgruppe zu ber\u00fccksichtigen. Wenn du beispielsweise die Farbe Gr\u00fcn magst, macht es nur dann Sinn, sie f\u00fcr das Branding zu verwenden, wenn auch seine Zielgruppe mit der Farbe sympathisiert – etwa bei einer umweltbewussten Marke. Wenn du ein Autohaus bist, assoziiert dein Publikum Blau vielleicht eher mit Zuverl\u00e4ssigkeit und Professionalit\u00e4t.<\/p>

Die F\u00e4higkeit, zwischen pers\u00f6nlichem Geschmack und dem, was Ihre Zielgruppe anspricht, zu unterscheiden, ist insbesondere f\u00fcr Einzelgr\u00fcnder ein entscheidendes Thema. Erfolgreiches Branding ist immer zielgruppenorientiert.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Mehr \u00fcber Ana and her Design Studio findest du hier:\u00a0\u00a0www.designbench.studio\/<\/a><\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Two questions for Brand Identity Specialist Ana Grigorovici who shares some surprising insights about branding.<\/p>","protected":false},"author":2,"featured_media":21950,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"right-sidebar","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"disabled","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"INTERVIEW WITH ILLUSTRATOR ELLIE SMITH. When I first saw Ellie Smiths drawings on Instagram, it made me want to pick up a pen to draw something myself \u2013 her work is such an art appetizer! ","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[453],"tags":[65,279,389,326,395,146,387,396,278,57,312],"post_folder":[],"class_list":["post-16952","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-2-questions","tag-art","tag-artist","tag-business-photography","tag-creative-business","tag-creative-side-hustle","tag-creativity","tag-entrepreneur","tag-illustration","tag-interview","tag-photography","tag-small-business"],"yoast_head":"\nAna Grigorovici ⋆ Interview ⋆ Blog ⋆ Nadine Wilmanns Photo<\/title>\n<meta name=\"description\" content=\"I blog about professional creativity and the people, places, and events I photograph. 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