Branding goes beyond just a visual identity—it serves as an operating system for businesses. This is the central idea explored in James Hurst’s book, Use Design To Design Change, which challenges traditional branding concepts and offers a practical toolkit for creating intentional brands.
In this updated edition, Hurst expands on his original set of workshop activities by incorporating real-life stories, strategic insights, and a critical viewpoint on how brands function in a constantly changing environment.
As a design leader with experience at major global brands, Hurst was inspired to write the book after agreeing to share his thoughts spontaneously. It was only after a bike accident that he had the opportunity to reflect and realize the depth of his beliefs.
„I firmly believe that brands are more than just visual identities. They are the guiding systems of businesses, influencing decisions, strategies, and relationships,“ Hurst explains.
This new edition represents a significant evolution in his thinking, moving beyond processes and exercises to explore how branding intersects with cultural shifts, artificial intelligence, climate change, and politics.
Branding for Strategic Change
At the core of Hurst’s philosophy is the idea that branding is not merely about aesthetics or marketing—it is about operating with a clear purpose. „A brand should direct decision-making, partnerships, and impact, rather than simply serving as a measure of past success,“ he asserts.
To assist businesses in navigating this concept, the book introduces the Launch, Scale, Adapt framework, which outlines different stages of brand growth. „Launch“ requires bravery when resources are scarce, „Scale“ addresses growth challenges while maintaining authenticity, and „Adapt“ acknowledges the need for established brands to evolve.
Hurst emphasizes that this framework is not strictly linear, noting that lessons from the „Adapt“ phase can be valuable for individuals managing side projects.
The focus on evolution is a key aspect of the new edition, as Hurst delves deeper into the strategic rationale behind his practical exercises. While the initial version focused on workshops, the second edition provides a more comprehensive understanding of the frameworks by delving into the stories behind them.
Dispelling Industry Misconceptions
Hurst also challenges some prevalent myths in the branding industry. He rejects the notion that branding should rely solely on data-driven approaches, advocating instead for the power of inductive thinking. He encourages brands to trust strong ideas even if they do not align with conventional metrics.
Additionally, he debunks the „Unattainable Triangle,“ which suggests that businesses must choose between quality, cost, or speed. Hurst argues that modern technology allows brands to integrate all three factors and redefine their competitive positioning.
Branding as a Guiding System
A central message of the book is that brands should integrate purpose into every aspect of their operations. Hurst highlights Patagonia as a prime example, citing the company’s decision to prioritize the planet as its primary stakeholder. He also mentions TOMS, which transitioned to a profit-sharing model during challenging times while maintaining brand integrity.
Furthermore, Hurst advocates for the circular economy movement and encourages designers to explore sustainability initiatives from organizations like the Ellen MacArthur Foundation.
The Power of Storytelling in Branding
According to Hurst, storytelling is a crucial yet underrated tool in branding. He emphasizes that a brand’s story should resonate on a human level, going beyond mere values or visual elements. Hurst warns against reducing storytelling to a checklist exercise based on measurable metrics, stressing the importance of creating a unique and engaging brand narrative.
He also introduces the concept of „lazy listening,“ which involves paying attention to unfiltered conversations surrounding a brand. By valuing informal feedback from sources like social media and customer interactions, businesses can develop more authentic and impactful branding strategies.
Hurst sagt: „Dieses Echtzeit-, intuitive Feedback ist oft viel aufschlussreicher als herkömmliche Forschung.“
Ein praktisches Toolkit für Markenführer
Mehr als ein traditioneller Text wurde Use Design To Design Change als praktisches Toolkit für Markenführer, Designer und Unternehmer geschrieben. „Während ich hoffe, dass es das Gewicht einer durchdachten Erzählung hat, ist das Buch im Kern eine lebendige Ressource“, sagt Hurst.
Diese kontinuierliche Entwicklung spiegelt sich auf der Website der Rogue School wider, auf der zusätzliche Ressourcen und Arbeitsbücher verfügbar sind. Er entwickelt auch aktiv Workshops und Kurse, darunter eine Initiative namens First Things Club in San Francisco und einen bevorstehenden Kurs zu KI und ästhetischer Intelligenz.
Für Hurst bestand die größte Herausforderung darin, seine Ideen zu verfeinern und ständig langjährige Überzeugungen zu hinterfragen. Er sagt: „Der Prozess des Buchschreibens ist zeitaufwändig und transformativ.
„Tief in die Forschung eintauchen, Vorträge wieder ansehen und über vergangene Workshops nachdenken – all das ist eine unmögliche Aufgabe der kontinuierlichen Neubewertung.“ Aber wenn es eine Lektion gibt, die er den Lesern vermitteln möchte, dann ist es diese: „Hör niemals auf zu lernen. Markenführung ist eine Reise der kontinuierlichen Entwicklung.“
Hurst ermutigt Markenführer, mit einer einfachen, aber kraftvollen Übung zu beginnen: den Fünf Wiesos. „Indem Sie immer wieder ‚warum?‘ fragen, enthüllen Sie Ihren Kernzweck“, erklärt er.
Letztendlich ist Use Design To Design Change ein Manifest für eine neue Art des Denkens über Markenstrategie. Während die Branche technologische, Umwelt- und kulturelle Veränderungen gegenübersteht, bietet der Ansatz von Hurst einen Fahrplan für Marken, um relevant, absichtlich und wirkungsvoll zu bleiben.