Interview with Domas Miksys, BalticBest 2024 jury member and partner at andstudio.
Branding is a powerful tool for communicating brand values and capturing the attention of various audiences. It is an investment, not merely a showcase of your logo. Think of branding like marathon running: you can certainly run without proper gear, but with the right running shoes, your performance improves significantly. Similarly, branding serves as the running shoes for your business, enhancing its effectiveness and impact.
Many companies skip the branding altogether and focus of performance marketing. Branding is hard to measure too.
The importance of branding depends on the line of business.
Several startup companies start with the product and may even launch it without proper logo. But in B2C sector, it is impossible to sell without proper visual branding, packaging, logo.
But for the big companies, also in B2B sector, branding becomes very important. In order to communicate internally, with your employees, one needs proper branding. The same applies to communication with the stakeholders, investors.
What is the current situation in Lithuanian market when it comes to brand building?
In Lithuania, brand building, design, and advertising are not massive, highly profitable industries. Making money in this field isn’t easy; it requires a lot of passion and dedication. However, not all rewards can be measured in monetary terms. The satisfaction of creating something impactful and the recognition from clients and peers are invaluable.
What are the most famous Lithuanian brands abroad?
The most recent success story is Car Vertical, its growing super fast right now.
Then Vinted – the first Lithuanian unicorn.
From the tech sector – Nord VPN is booming.
And finally Zalgiris, our iconic sports brand is also getting international attention.
What is your opinion about the possibilities to export branding services to other markets?
Firstly, it’s not a easy scalable business model. Building a successful design business requires proximity to clients, fostering trust, and cultivating personal relationships.
Secondly, Lithuania as a country doesn’t have the reputation of a design powerhouse. We still carry historical baggage, lacking the design heritage and credibility of cities like Copenhagen or Milan.
However, times are changing, and we now witness more exciting design projects gaining international recognition. Our generation harbors no remnants of the past; we are here to reshape undervalued perceptions.
Interview was conducted by Hando Sinisalu.
EXTRA INFORMATION
- Adwards creative competition win gives you points for Baltic Agency of the Year ranking! (read more about ranking)
- Winning any prize at BalticBest and become part of shortlist gives you more points for Baltic Agency of the Year ranking!
BalticBest 2024
You can find rules HERE.
Submission deadline: 12.08.2024
Shortlist published: 21.08.2024
Live judging and awards announced: 28.08.2024
