『How do people feel about your brand? - Business of Design』のカバーアート

How do people feel about your brand? - Business of Design

How do people feel about your brand? - Business of Design

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Here's the truth about your brand: it was never really up to you. It's the gut feeling someone gets the moment they meet your business, not the words you use to describe it. Rakesh Makwana is a brand designer and art director with more than two decades in the industry, helping founders and business owners build visual identities that actually connect with the people they're trying to reach. In this episode of The Upgrade Zone, Daniel Chrzastek talks to him about what a brand really is, how his discovery process works, where AI fits into a design studio, and why he never tries to convince a client to hire him. Subscribe for more conversations with UK business owners about the tools and decisions behind their businesses. If you're building a brand, running a service business, or trying to work out why some companies just feel more trustworthy than others, this one is for you. WHAT WE COVER Growing up in a family of makers, and discovering design at sevenBeing diagnosed with dyslexia, and reframing it as a creative advantageWhy a brand is not your logo: Marty Neumeier's "gut feeling" definitionThe kickoff call, and why it's an assessment for both sidesTurning down clients when the budget or the fit isn't rightWhat actually happens in a brand discovery sessionPresenting two "stylescapes" before any design work beginsWhy two design concepts beat fiveWhy Rakesh stopped designing logos on their ownUsing AI for copywriting and pressure-testing ideas, without letting it flatter himThe tech stack and freelance network behind a one-person design studioHandling rejection, knowing your value, and never justifying your priceLINES WORTH STICKING AROUND FOR"It's not what you say about your brand to be true. It's the gut feeling of the person who perceives you.""I was very ashamed and embarrassed about being dyslexic because I saw it as a weakness. But for many years now, I see it as a superpower.""It's not AI taking over your jobs. It's people that are not using it."CHAPTERS00:00:00 Introduction00:00:25 Welcoming Rakesh back to the show00:01:04 Meet Rakesh Makwana, brand designer and art director00:02:12 Growing up in a family of makers00:02:57 Dyslexia, and finding his language in design00:04:06 Studying graphic design at college and university00:07:34 From hand-drawn design to the first iMac00:08:08 Chasing trends before finding design thinking00:09:31 Why business owners underestimate their own visual identity00:11:12 Marty Neumeier and the real definition of a brand00:12:08 Consistency, recall and emotional connection00:13:10 Colour psychology and what it signals00:13:41 The discovery process before any design begins00:15:07 Benchmarking competitors to understand the landscape00:15:29 How much clients actually know about what they want00:18:07 Handling friction and misaligned expectations00:19:17 Building user personas and a brand's DNA00:19:43 Stylescapes: presenting two directions before designing00:21:15 Rakesh's end-to-end business process00:23:27 Qualifying budget before writing a proposal00:25:16 Taking 50% upfront before discovery begins00:26:15 Inside the discovery workshop00:29:06 Why two design concepts beat five00:30:05 How long a rebrand typically takes00:31:13 Why Rakesh stopped designing "just logos"00:33:41 Being a dyslexic, colourblind graphic designer00:34:52 Using AI for copywriting and articulating ideas00:38:07 Full AI versus human-first design00:40:26 Prompting AI to challenge you, not praise you00:42:45 Why real client feedback beats AI validation00:45:21 The core tech stack: Adobe Creative Cloud00:47:03 Google Drive as the central hub for files00:49:10 Running solo and bringing in freelance support00:52:27 Community question: dealing with rejection00:54:55 The value of expertise, and never justifying your price00:56:05 Community question: measuring rebrand success01:00:03 Visual identity vs verbal identity01:01:12 Where to find Rakesh01:01:43 Final thought: perception is the real brandConnect with RakeshInstagram: @rak.i.amConnect with The Upgrade ZonePodcast site: theupgradezone.co.uk/Spotify: open.spotify.com/show/033YcP3LG4sy5NPHimYLlOApple: podcasts.apple.com/us/podcast/the-upgrade-zone-podcast-by-daniel-chrzastek/id6796156750Instagram: www.instagram.com/danielchrzastek/LinkedIn: www.linkedin.com/in/danielchrzastek/LinkedIn: www.linkedin.com/company/the-upgrade-zone-podcastSupport the show:buymeacoffee.com/danielcheesecake#BrandDesign #BrandIdentity #SmallBusinessUK #GraphicDesign #TheUpgradeZone
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