How to Build a Powerful Brand Story with Philip VanDusen
Standing out in the industry of changing lives can be challenging. Your brand story can help you communicate what you are about because branding is all about stories too.
For this episode, we talk to Philip VanDusen, a creative coach and the man behind Verhaal Designs- a strategic design & branding consultancy based in the US.
With over 2 decades of experience in brand strategy, graphic design and product development, his experience includes a plethora of the world’s most recognized brands namely Lays, GE, Microsoft, Procter and Gamble and National Geographic. Also quite notably Old Navy, the most successful retailer in history and the company he helped reach $1B in sales in under 5 years.
We chat with Philip and find out what it takes to have a good brand story, what to pursue to gain clarity in case you’re still unsure, and how can your brand story help transform the lives of others.
Episode Highlights:
[02:00] Who is Philip VanDusen?
[02:47] What does Verhaal mean?
[03:42] The start of Philip’s creative career
[06:10] How to tell a good brand story?
[09:06] The difference of a brand story that succeeds and the one that fails
[12:15] Obstacles of creatives when it comes to building their brand story
[14:39] Struggles of a Creative Coach
[17:33] Philip talks about failure
[23:26] Should you really pursue your passion?
[24:50] How can your personal brand story help transform the lives of others?
[25:23] One of the best days of Philip’s life
Quotable Quotes:
Every brand evolves, no brand is static.
Our progression is not linear.
Having the ability to really articulate that story in an effective and emotive way is the difference between a brand that succeeds and one that fails.
No brand is ever done.
A T-shaped skillset is where you're really good and deep in one. A V-shaped skill set is where you're really good in deep in one thing. But you can also do a bunch of other things kind of half well or somewhat.
I'm really transparent around the challenges that I've had because people can identify with that.
People come for coaching not because they're feeling fantastic about where they are. People come for coaching because they're struggling or they're struggling emotionally or psychologically or financially or in their career they've met some sort of obstacle that they're trying to find their way around.
It's really hard to admit your failures but the more you do it, the more it helps people.
I'll never get over the excitement of seeing some sort of artwork that I've done walking down the street on someone's chest.
Curiosity to me is a slower burn. It's more of a process. It's more of something that evolves over time. So I counsel people to pay attention to what they're curious about.
Passion is what results from the pursuit of curiosity, that over time as you pursue what you're curious about and it gets clearer, what it is that really lights your fire passion is the reason.
I want to be remembered as a creative person who helped other people have wonderful creative lives.
My goal is to help creatives succeed in life.
Resources and names mentioned:
The Futur Podcast with Chris Do
Why Brands Stories Matter (Forbes article)
How to be Everthing by Emilie Wapnick
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How to Build a Powerful Brand Story with Philip VanDusen