We were lucky to catch up with Brandon Puckett recently and have shared our conversation below.

Hi Brandon, thanks for joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

As a Creative Director and branding professional, I continually explore innovative approaches to differentiate my branding strategies from those of other companies and industries. A significant revelation I had, which was not a part of my undergraduate and graduate education, centers on the profound influence of psychology in branding.

One valuable lesson I’ve acquired from a prominent business figure is the importance of delving into the psychographics and demographics of consumers as the initial step in brand creation. In particular, I employ Archetype Psychology as a foundational tool for shaping brand elements such as colors, typography, style, content, and tone. Proficiency in accurately assessing a consumer’s archetype has revolutionized my approach to developing distinctive brands across various industries.

While the concept of archetypes has a long history in marketing, it’s surprising that many graphic designers, artists, and creatives often overlook the potential of archetype psychology. What sets my approach apart is the integration of a comprehensive archetype assessment at the beginning of every client engagement. This assessment eliminates guesswork and ensures that all creative decisions align seamlessly with the chosen archetype, spanning aspects like color palettes, typography, visuals, and more. I wholeheartedly advocate for the integration of Archetype Psychology in the toolkit of all creatives, as it proves invaluable in the development of consumer-facing projects.

Brandon, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I live and breathe branding, marketing, and design as if they were my life’s essence.

My career journey embarked in the exhilarating realm of Hollywood events and design, I have been exposed to international experiences and immersed in diverse cultures that have indelibly shaped my perspective. As an entrepreneur, my imaginative spirit, deep-rooted understanding of business principles, propensity for experimentation, and design philosophy have thrived in the vibrant backdrop of Los Angeles. This dynamic environment afforded me the privilege to collaborate with numerous remarkable and trailblazing companies and organizations. I’ve had the honor of being at the helm, contributing to the inception and success of various brands and companies. My roles have spanned from Creative Director to Art Director, encompassing diverse sectors such as marketing, entertainment, cannabis, event design, technology, after-market products, industrial ventures, and beyond. Some of the brands I’ve had the privilege to influence include Target, Wells Fargo, Summit Entertainment, LA PRIDE, Epic Records, DIRECTV, Quantasy + Associates, GoDigital Media Group, and the list continues.

A common assumption about branding professionals is that we possess a keen eye for detail, an endless wellspring of creative ideas, and a profound mastery of color and typography – a perception that often holds true. Yet, what often goes unnoticed is that, when sculpting a brand, the focal point is the consumer (you).

In the realm of brand creation, my approach always begins with an exploration of the psychographics and demographics of the intended audience. Frequently, the client’s personal preferences and inclinations take a back seat to the paramount consideration of what the consumer desires. One of the most prevalent pitfalls in branding lies in the tendency of designers and clients to craft a brand based solely on their personal aesthetics, neglecting the critical aspect of connecting with the consumer’s psyche, motivations, and aspirations.

As a creative business professional, I am honored to have played a role in elevating underserved communities of color by showcasing their positive contributions. A primary objective in my marketing endeavors is to consistently depict all ethnicities in an uplifting and unifying manner, while also celebrating the beauty and cultural richness of our diverse world. My commitment extends to acknowledging and spotlighting the achievements of Black Culture, Latino Culture, Asian Culture, and more, propelling them to the forefront of the global marketing arena.

Is there something you think non-creatives will struggle to understand about your journey as a creative?

In the broader context, there tends to be a general tendency to group all creative individuals together, and vice versa. Typically, creatives are characterized as imaginative, visionary, emotional, and sometimes stubborn. It’s often assumed that a more analytical individual needs to exert control over the creative process to achieve the desired outcome. While there may be some truth to these perceptions, many fail to recognize the distinctions and nuances between artists and designers, often lumping them into a single ‘creative’ category.

One way to clarify this is by defining how an artist’s mindset differs from that of a designer. While it’s acceptable to refer to a designer as an artist, not every artist qualifies as a designer. This distinction arises from the nature of their creative processes. Art emanates from pure emotional expression, allowing artists to create anything they desire based on their personal emotions and impulses. True artists typically prioritize their own creative instincts over how others perceive or interpret their work. In contrast, designers must craft their art with careful consideration of how people will perceive their creations. A design serves a specific purpose, conveys a message, and aims to achieve predefined goals through its impact on human perception.

So, why am I sharing this insight? Understanding the differences in thinking between artists and designers can greatly enhance collaborative projects, making them more efficient and effective. Both artists and designers play vital roles in our lives, and their contributions are equally important. However, their thought processes vary significantly. Recognizing the type of person to hire, determining the right fit for a particular project, and understanding what might frustrate or hinder an artist versus a designer are crucial considerations. Gaining insight into how artists and designers think, process information, and work can greatly benefit your long-term goals, projects, and company strategies.

For you, what’s the most rewarding aspect of being a creative?

While it may sound like a cliché, there’s an undeniable joy in witnessing the culmination of your work taking shape. When a client is not only thrilled but genuinely excited about the collaborative journey to create a unique, captivating, and inspiring brand, the satisfaction is substantial. Seeing the brand spring to life across various platforms, from the digital realm to billboards, brick-and-mortar stores, clothing, and more, is incredibly fulfilling. However, the most profound satisfaction and sense of reward stem from crafting a brand or business that contributes to making the world a better place.

One such brand I had the privilege of designing is ‘Hey Mistr.’ Little did I know that when I initially conceptualized its logo, color scheme, typography, and overall brand identity, it would evolve into a global company dedicated to providing free PrEP medication for the prevention of HIV. Offering free online consultations, laboratory tests, STI screenings, and medication, ‘Hey Mistr’ serves anyone, regardless of their medical insurance status. It’s truly rewarding and heartwarming to know that I played a small role in potentially contributing to the reduction of HIV transmission worldwide.

Contact Info:

• Website: https://bpuckett.com
• Instagram: https://www.instagram.com/bpuckcreative/
• Facebook: https://www.facebook.com/bpuckcreative/
• Linkedin: https://www.linkedin.com/in/brandon-puckett/
• Other: https://www.behance.net/bpuckett