Wise Wednesday #7: You and the Brand

In a crowded marketplace, brands need to stand out. While maintaining brand consistency is crucial, there's a delicate balance between adhering to guidelines and infusing each project with a unique, personal touch.

Here are ways we try to achieve that:

1. Understand the Brand, Deeply:

• Go Beyond the Surface: Delve into the brand's core values, target audience, and desired emotional connection.

• Identify Unique Selling Propositions: What makes this brand special? What are its unique strengths and differentiators?

2. Explore Subtle Ways to Express Yourself:

• Visual Cues:

  • Typography: Experiment with font pairings and subtle stylistic variations within the brand's approved font family.

  • Color Palettes: Introduce subtle shifts or unexpected color combinations within the brand's established color scheme.

  • Visual Metaphors: Incorporate subtle visual metaphors or imagery that subtly hint at your own creative style.   

• Narrative and Tone:

  • Voice and Tone: While maintaining brand voice, inject your own unique perspective and storytelling style.

  • Humanize the Brand: Share behind-the-scenes glimpses or personal anecdotes that align with the brand's values.

3. Focus on the Customer Experience:

• Personalized Interactions: Tailor your communication to individual customer needs and preferences.   

• Empathy and Understanding: Demonstrate genuine empathy and understanding in all customer interactions.

• Create Memorable Experiences: Go the extra mile to create unique and memorable experiences for customers.

4. Continuous Learning and Refinement:

• Seek Feedback: Regularly solicit feedback from clients and colleagues to understand how your personal touch is being perceived.

• Experiment and Iterate: Continuously experiment with new approaches and refine your techniques based on feedback and results.

While injecting personality is valuable, it's crucial to always prioritize brand consistency. Avoid straying too far from established guidelines, as this can confuse and alienate your audience. By carefully balancing brand guidelines with your own unique creative flair, you can create engaging and memorable experiences that resonate with your audience while staying true to the brand's essence.