# @made.by.james on Instagram

- **Type:** Image
- **Original URL:** https://www.instagram.com/p/DQ6zUQ0k0fx
- **Gondola URL:** https://gondola.cc/posts/71072818-madebyjames-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/363beb4d6b.jpg
- **Posted:** 2025-11-11T14:01:45.000+00:00
- **Account Owner:** James Martin | Brand Designer (@made.by.james) — https://gondola.cc/made.by.james

## Caption

What is Brand?⁠
⁠
That’s a good question, especially in a world where everyone has an opinion on what a brand really is.⁠
⁠
When I want to learn about something, I go to people who have actually done it and are still doing it, not people who just talk about it.⁠
I look to books, to thinkers, and to doers.⁠
People who have built real reputations in a subject, not just an online following.⁠
⁠
The internet is full of people who seem to know what a brand is, but most are just repeating what they saw on an Instagram post yesterday and then collecting the applause.⁠
⁠
Lately I have been chatting a lot with my friend just.kevin.finn about this. We talk almost every day about what brand building really is, and more importantly, what it is not.⁠
⁠
Kevin is a proper legend with over thirty years in the game, former joint head creative director at Saatchi, and one of the realest humans I know.⁠
He is worth a follow if you want the truth about brand building.⁠
⁠
We talked about a brand being a recognisable reputation, and I love that because it should make you realise that a brand takes time to build.⁠
It is not built by you. It is shaped by the perception of others.⁠
But we will get into that soon.⁠
⁠
I just want to set the record straight for anyone who is sick of the performative theatre around brand building.⁠
It is not something you can fake.⁠
It is not something you can rush.⁠
And most of the time, it is not something you can control.⁠
⁠
Focus on building a good reputation around something you love doing, or a philosophy you believe in, or both.⁠
The brand will follow, maybe one day.⁠
⁠
You do not have a brand because you designed one.⁠
You have a brand because people decided what you are known for.⁠
⁠
The Real Brand Life is punk as Fu*k⁠
⁠
⁠
⁠
⁠
#branding #brand #graphicdesigners #designindustry #branddesign #reputationdesign #whatisbrand #designtips #brandingprocess

## Stats

- **Views:** 0
- **Likes:** 1,402
- **Shares:** 0
- **Comments:** 75

## Tags

graphicdesigners, brandingprocess, designtips, brand, branding, branddesign, whatisbrand, reputationdesign, designindustry

---
Copyright (c) Gondola