Brand Makeovers: Drew Sima Of zant On The 5 Things You Should Do To Upgrade and Re-Energize Your Brand and Image
Evolving the Brand: Don’t be afraid to evolve the brand. While consistency is important, it’s equally vital to remain open to change and willing to take risks. Brands are not static entities but dynamic, living organisms. They should be able to adapt to new challenges and opportunities. Do not be overly rigid in your brand’s evolution; sometimes, taking new risks and trying new things can yield significant rewards.
As a part of our series about “Brand Makeovers” we had the pleasure to interview Drew Sima.
Drew Sima is a Freelance Creative Director and Designer with a strong focus on Branding and Product Design. Presently, Drew is deeply engaged in the development of Zant, a mobile mental health support platform. His professional journey has been marked by significant accomplishments, showcasing his expertise and commitment to the field of design and innovation.
Thank you so much for doing this with us! Before we dig in, our readers would love to “get to know you” a bit more. Can you tell us a story about what brought you to this specific career path?
As a child, my passion was always art. From a very young age, I immersed myself in coloring, painting, and various crafts with my mom. One pivotal influence in my early artistic development was a woman named Marge Barge, who offered art lessons for children. Starting in first grade and continuing through middle school, I eagerly visited her home every Monday. Marge was a true inspiration, igniting my love for art.
During high school, my focus shifted significantly. Instead of excelling in subjects like Mathematics and Sciences, I wholeheartedly devoted myself to art. My academic journey led me to an art school, where I initially aimed to become a painter. However, I discovered that I preferred the structured approach of graphic design to the boundless creativity of fine art. Graphic design, with its problem-solving and constraints, felt like solving a puzzle, and I was drawn to this aspect.
This shift led me to enroll in a graphic design program, and it was a game-changer. I transformed from a somewhat disengaged high school student into an enthusiastic learner, dedicating extra time to my classes. I finally found the passion that had been missing in my earlier academic years. This passion propelled me into the field of design, and I secured my first job at Disney Interactive Studios, where we worked on creating video games. My journey began as an intern, but I gradually progressed to where I am today in my career.
Can you share a story about the funniest marketing or branding mistake you made when you were first starting? Can you tell us what lesson you learned from that?
While I don’t have too many hilarious marketing mistakes to share, one memorable incident from my early career stands out. It wasn’t entirely my mistake, but I was certainly part of it. I had a remote creative director whom we met with on Zoom every day. This was during a time when Zoom wasn’t as popular as it is today.
During one of our meetings, as our creative director was speaking, the door behind him suddenly swung open, revealing a man dancing in the nude. It turned out that his partner didn’t realize he was on a call. It was akin to those viral videos where someone’s child unexpectedly enters the frame, but in my case, it was a naked person dancing in the background. Needless to say, that meeting ended rather abruptly.
While this may not be a classic “marketing mistake,” the lesson is quite evident — always exercise caution when you’re in a remote setting. It’s a reminder to be mindful of your surroundings and privacy, especially in the age of virtual meetings.
Are you able to identify a “tipping point” in your career when you started to see success? Did you start doing anything different? Is there a takeaway or lesson that others can learn from that?
There was a critical juncture in my career when I experienced a significant shift towards success. During that time, I had just relocated to Denver, where job opportunities were more abundant, and I found myself living in my aunt and uncle’s basement. It was a period marked by isolation, as I didn’t have many friends in the new city. I spent months in that basement diligently crafting specialized portfolio materials, hoping to secure a job. I sent these materials out, essentially working in isolation without much engagement.
What truly changed my trajectory was when I decided to actively participate in the community. I started attending various events to meet people, including networking events where I often had no idea who I would be speaking with. It was astonishing how many opportunities began to emerge from these engagements, many of which were not even directly related to design.
The real turning point came when I shifted from passive outreach to genuinely trying to connect with people. For an extended period, I had been working in isolation. However, once these connections started to take root, I found myself inundated with opportunities. Admittedly, not all of them were the best, but I took every opportunity I could and made a concerted effort to connect with individuals and provide them with value.
What I did differently was taking connections more seriously and actively nurturing them. The life lesson that emerged from this experience was the realization of my genuine enjoyment in conversing with people and getting to know them on a personal level. This shift in my approach to networking and connecting with others significantly propelled my career forward. The takeaway here is the power of forging genuine connections and providing value to others, even in unconventional settings.
Are you working on any exciting new projects now? How do you think that will help people?
I’ve been working on various projects in particular but one that stands out is my work with zant, which is a mobile platform aimed at providing mental health support. This project is particularly close to my heart because I’ve personally experienced the challenges of dealing with mental health issues, especially anxiety. I remember encountering significant barriers in accessing mental health services. That’s why I’m so passionate about zant — it provides a convenient and accessible option for individuals who may not currently be seeking help, and it’s a lifeline “for someone like me” to receive assistance within seconds.
What advice would you give to other marketers to thrive and avoid burnout?
One of the key lessons I’ve learned to thrive as a marketer and avoid burnout is to stay connected to your passion. There have been instances where I came dangerously close to burnout, and it often happened when I lost touch with the mission behind the work I was doing. For example, working with financial clients primarily focused on making already wealthy individuals even wealthier left me feeling disconnected from any meaningful purpose. In such moments, I would question if I was even on the right career path.
In contrast, the projects that kept me most passionate were the ones with a clear, meaningful mission. These were mission-forward projects like zant or initiatives I’ve worked on in the past, such as endeavors to protect elephants from ivory poaching, like the Racing Extinction project. My true sense of purpose was kindled when I believed in the work I was doing and when it had a larger, societal purpose beyond the day-to-day tasks.
I realized that my path to avoiding burnout was to work on projects that resonated culturally with my personal values and aspirations. It’s about ensuring that I genuinely believe in the work I’m creating. At times, I’ve even gone to my superiors or colleagues and candidly expressed my need to switch to projects that fuel my passion, recognizing that this alignment is essential to sustaining my enthusiasm and preventing burnout.
Ok, let’s now jump to the core part of our interview. In a nutshell, how would you define the difference between brand marketing (branding) and product marketing (advertising)? Can you explain?
The distinction between brand marketing (branding) and product marketing (advertising) boils down to the contrast between the product itself versus its place within the larger cultural and societal context. Many clients tend to delve into the specifics of what a product does, adopting a tactical approach, which aligns with the realm of product marketing. On the other hand, emphasizing how a business fits into the culture and lives of people is what brand marketing is all about. This involves creating a narrative and values that resonate with consumers, even if the product itself is not the primary focus.
For instance, consider Spotify’s mission statement, which is “to unlock the potential of human creativity by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by these creators.” This mission is centered around building a brand’s narrative and values that empower artists and engage users in a cultural movement, creating an environment that fosters artistic success and resonates with users. In essence, brand marketing is about weaving the product into a larger cultural tapestry, while product marketing is more focused on the specific features and functionalities of the product itself.
Can you explain to our readers why it is important to invest resources and energy into building a brand, in addition to the general marketing and advertising efforts?
While performance marketing, like weekend discount sales, can create short-term excitement for consumers, it’s the brand-building process that holds the key to delivering sustained, long-term value. This involves aligning your brand’s mission with the needs and values of your customers. Over time, a strong brand develops a lasting identity that resonates with consumers on a deeper level, as they gain a richer understanding of the brand and its mission. Take Patagonia, for instance. They’ve established an awareness and mission centered around environmental conservation and public lands as their core values, placing their products as a secondary consideration. This approach fosters a sense of trust and loyalty among consumers, who share the brand’s values and are more likely to engage with it over the long term.
Let’s now talk about rebranding. What are a few reasons why a company would consider rebranding?
There are several compelling reasons why a company might consider rebranding. One significant motivation is when the company’s existing image has become outdated and no longer resonates with its target audience. This was the case with Zant, where we had a muted color palette and used language that was somewhat similar to our competitors. To establish a stronger connection with our customers and meet them more effectively, we recognized the need to update our image.
Another reason for rebranding can be a shift in the company’s strategic focus or direction. As a company evolves and grows, its market may change, as we observed with Zant. A new generation with distinct needs and communication preferences emerged, prompting us to alter our strategic direction and align with these evolving requirements. In essence, rebranding allows a company to pivot and adapt to new market dynamics.
The competitive landscape also plays a crucial role in the decision to rebrand. To stand out and differentiate from the competition, a company may need to redefine its identity. In the case of Zant, we noticed that many mental health design paradigms followed a similar path, with soft, neutral palettes and comforting illustrations. To distinguish ourselves, we adopted a bold and vibrant approach. We incorporated bright, punchy colors, employed fast and dynamic animation styles, and maintained swift and direct communication. This approach aimed to cut through the clutter rapidly, meeting our customers on their terms rather than conforming to our preconceived notions of what they wanted. In conclusion, rebranding is often necessary to adapt to changing audience preferences, shift in strategic focus, and differentiate from competitors in a dynamic marketplace.
Are there downsides of rebranding? Are there companies that you would advise against doing a “Brand Makeover”? Why?
Rebranding can have its downsides, and it’s not always advisable for companies, particularly those with high brand equity. Brand equity represents the value and recognition a brand has built over time within its community. One potential drawback of a brand makeover is the risk of losing this hard-earned brand equity. When a brand undergoes a drastic transformation, it may crumble the existing brand perception. For instance, the Twitter rebrand to “X” is a case in point. Twitter was synonymous with tweeting and featured a bird logo, creating a strong brand ecosystem. The shift to “X” risked losing the equity built over time, potentially causing confusion among the customer base.
Another consideration is the cost of rebranding. The financial implications are significant, particularly for retail businesses with multiple stores. When you have to update signage, in-store collateral, business cards, and more across numerous locations, the cost can be substantial. Assessing whether the financial investment is justified is crucial, and having the scalability to implement the rebrand effectively is essential.
During the transition phase, there’s a period of disruption where the old brand is being replaced by the new one. Managing this transition and effectively communicating it to the customer base is vital to prevent confusion and ensure a smooth changeover.
Lastly, the impact on employee morale is a crucial consideration, particularly for larger companies. Convincing internal staff, especially those who have been with the company for an extended period, can be challenging. Companies should take measures to maintain high employee engagement and excitement throughout the rebranding process. Providing employees with launch kits, including items like T-shirts, phones, and flags, can help keep morale high and ensure that they continue to believe in the brand they’ve been associated with, even after the rebrand.
Can you share 5 strategies that a company can do to upgrade and re-energize their brand and image”?
Certainly, here are five strategies that a company can employ to upgrade and re-energize their brand and image effectively:
- Audience Understanding: Start by gaining a deep understanding of your target audience. This is a crucial first step. Zant’s rebranding effort was successful because it clearly grasped its audience’s needs and preferences. A rebrand should never be merely an aesthetic update; it should be driven by a strategic plan that serves a meaningful purpose. In Zant’s case, the visual update was backed by a strategic approach aimed at engaging consumers differently.
- Assessing Capability: Before embarking on a rebranding journey, it’s vital to assess whether your company has the capability and resources to execute it effectively. The saying, “Is the juice worth the squeeze?” comes to mind. A rebrand can be a significant undertaking that may span several months, so it’s crucial to ensure that you’re well-prepared for it.
- Stakeholder Buy-In: Secure buy-in from key stakeholders, especially at the C-suite level. It’s not uncommon for rebranding initiatives to falter when the main decision-makers are not strategically aligned with the reasons behind the rebrand. Prior to the design phase, invest time in strategic planning to ensure that the purpose of the rebrand is clearly articulated and endorsed.
- Clear Communication and Documentation: After obtaining buy-in, it’s essential to communicate the rebrand effectively and prevent it from being “Frankensteined” back into a hybrid of the old design. Create clear communication channels, brand books, and documentation to ensure that employees understand the new brand’s vision. The entire team needs to be aligned with the brand’s realignment to effectively convey the mission to customers.
- Evolving the Brand: Don’t be afraid to evolve the brand. While consistency is important, it’s equally vital to remain open to change and willing to take risks. Brands are not static entities but dynamic, living organisms. They should be able to adapt to new challenges and opportunities. Do not be overly rigid in your brand’s evolution; sometimes, taking new risks and trying new things can yield significant rewards.
Incorporating these strategies can help a company successfully upgrade and re-energize its brand and image, making it more appealing and relevant to its audience.
In your opinion, what is an example of a company that has done a fantastic job doing a “Brand Makeover”. What specifically impresses you? What can one do to replicate that?
One example of a remarkable “Brand Makeover” that impresses me is Southwest Airlines. Their rebranding effort stands out for several reasons. What fascinates me the most is their ability to execute the rebrand on a massive scale, given their status as a major airline. It’s not just about creating a new brand but also seamlessly implementing it across all aspects of their business, from the airplanes to employee uniforms and even the in-flight peanuts.
Southwest Airlines successfully realigned their brand values with their company culture. They made their mission of being customer-centric and employee-friendly more apparent, which made them incredibly approachable. This strategic shift was aimed at appealing to new audiences by using updated communications and an updated brand image.
What one can learn from Southwest Airlines’ rebranding success is the importance of effectively communicating brand values and missions. It’s not just about changing the visual elements; it’s about demonstrating a transparent and trustworthy brand that resonates with customers. The transformation took Southwest Airlines from a brand that might have seemed outdated and in decline to one that felt modern and up-to-date, and this is what makes their “Brand Makeover” truly impressive. Replicating such success involves aligning your brand values with your company culture and effectively conveying those values to your audience.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
If I had the opportunity to inspire a movement, it would revolve around the concept of design. I have a deep passion for design, and I believe that everyone, in their own way, is a designer. Whether it’s designing your life, your garden, or your workspace, you are, in fact, engaging in the act of design. Design permeates every aspect of our lives. It’s not limited to aesthetics or manipulating digital pixels; it’s a way of approaching life itself. From envisioning a software prototype to shaping our daily routines, design has the power to make anything possible.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
My favorite life lesson quote is from the movie ‘Rudy’ (1993): “In this life, you don’t have to prove anything to anybody but yourself.” This quote is particularly meaningful to me because it emphasizes the significance of self-validation and self-belief. It’s a reminder that our greatest competition and the most important person we need to convince of our worth is ourselves. It encourages the pursuit of personal goals and dreams.
How can our readers follow you online?
You can connect with me on my website, which is Drewsima.com. This is where you can find more about me and stay updated with my work.
Thank you so much for these excellent insights! We wish you continued success in your work.
Brand Makeovers: Drew Sima Of zant On The 5 Things You Should Do To Upgrade and Re-Energize Your… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.