Branding is greater than a visible identification—it is an working system for companies. That is the premise behind James Hurst‘s Use Design To Design Change, a ebook that challenges standard branding narratives and supplies a hands-on toolkit for constructing manufacturers with intention.
By means of this second version, Hurst expands on his authentic assortment of workshop workout routines, embedding real-world tales, strategic insights, and a important perspective on how manufacturers function in an ever-changing panorama.
Hurst, a design chief with expertise at a few of the world’s greatest manufacturers, was initially prompted to jot down the ebook after a spontaneous “sure” to an invite to share his pondering. Nonetheless, it wasn’t till a motorbike accident gave him time to replicate that he realised simply how a lot he needed to say.
“I’ve—in my view—a viewpoint: manufacturers are greater than visible identification techniques. They’re the working techniques of companies, guiding choices, methods, and relationships,” says Hurst.
The second version displays a major evolution in his pondering, shifting past simply course of and workout routines to contextualise how branding intersects with cultural actions, AI, local weather change, and politics.
Branding as a strategic instrument for change
On the coronary heart of Hurst’s philosophy is the assumption that branding is not nearly aesthetics or advertising—it is about working with function. “A model ought to information decision-making, partnerships, and impression, not simply act as a retrospective measure of success,” he says.
To assist companies navigate this, the ebook introduces the Launch, Scale, Adapt framework, a construction that displays completely different inflexion factors in model progress. “Launch” requires braveness when assets are minimal, “Scale” addresses challenges in progress whereas sustaining authenticity, and “Adapt” recognises that even well-established manufacturers must evolve.
Nonetheless, Hurst is fast to notice that “none of it’s linear—there are classes in Adapt that is likely to be important for somebody’s facet hustle.”
This concentrate on evolution is a defining function of the ebook’s re-creation, as Hurst delves deeper into the strategic pondering behind his extremely sensible workout routines. Whereas the unique model was a workshop-driven assortment, the second version weaves within the tales behind the frameworks, giving readers a richer understanding of why these instruments work.
Debunking trade myths
Hurst additionally addresses a few of branding’s most persistent myths. The primary is the assumption that branding ought to be purely data-driven, counting on infinite reviews and market testing. “I advocate for the facility of inductive pondering,” he says. “Have the braveness to belief a powerful thought even when it defies standard metrics.”
The second delusion he dismantles is the “Unattainable Triangle”—the notion that companies should select between high quality, value, or velocity. Hurst argues that, with as we speak’s technological advances, this stuff do not must be mutually unique, saying, “Manufacturers can combine all three and redefine their aggressive positioning.”
Branding as an working system
One of many ebook’s core messages is that manufacturers ought to embed function into each aspect of their operation. Hurst factors to Patagonia as a number one instance, citing the corporate’s choice to make Planet Earth its solely shareholder. “They don’t seem to be simply promoting outside gear; they’re saving the outside,” he explains.
One other instance is TOMS, the model that popularised the “purchase one, give one” mannequin. Hurst says: “When their authentic mannequin hit tough occasions, they developed right into a profit-sharing dedication.
“Their readability of function enabled them to make that transition whereas sustaining model integrity.”
Past particular person manufacturers, he additionally champions the round financial system motion, urging designers to discover assets from the Ellen MacArthur Basis, which tracks progressive sustainability initiatives.
The function of storytelling in branding
Based on Hurst, storytelling is one in all branding’s most underrated instruments. “It is not sufficient to assemble a set of values or a visible identification; a model must share its story in ways in which resonate on a deeply human degree,” he explains.
He believes that an over-reliance on measurable metrics has decreased storytelling to a checkbox train, resulting in generic, platitudinal language. “The model story ought to be as distinctive and differentiated because the model design,” he provides.
A part of this storytelling course of includes what Hurst calls “lazy listening”—staying near the natural, unscripted conversations round a model. Moderately than relying solely on information, he advises companies to domesticate environments the place casual suggestions, like informal conversations, social media chatter, and unfiltered buyer interactions, informs technique.
Hurst says: “This real-time, intuitive suggestions is usually way more revealing than conventional analysis.”
A sensible toolkit for model leaders
Greater than a conventional textual content, Use Design To Design Change was written to be a hands-on toolkit for model leaders, designers, and entrepreneurs. “Whereas I hope it has the load of a considerate narrative, at its core, the ebook is a dwelling useful resource,” says Hurst.
This steady evolution is mirrored within the Rogue College web site, the place extra assets and workbooks can be found. He additionally actively develops workshops and programs, together with an initiative referred to as First Issues Membership in San Francisco and an upcoming course on AI and aesthetic intelligence.
For Hurst, the most important problem of writing the second version was refining his concepts and consistently questioning long-held beliefs. He says, “The method of ebook writing is time-consuming and transformative.
“Digging deep into analysis, rewatching talks, and reflecting on previous workshops—it is all an not possible job of steady re-examination.” But when there’s one lesson he hopes readers take away, it is this: “By no means cease studying. Branding is a journey of steady evolution.”
Hurst encourages model leaders to start out with a easy but highly effective train: the 5 Whys. “By repeatedly asking ‘why?’ you peel away superficial solutions to disclose your core function,” he explains.
Finally, Use Design To Design Change is a manifesto for a brand new mind-set about model technique. Because the trade faces technological, environmental, and cultural shifts, Hurst’s method gives a roadmap for manufacturers to remain related, intentional, and impactful.
