"Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."
Go change the world you rebel.
There are big elements of design and there are small elements. Both are necessary if you want to use design as an asset within your startup.
Design is the process of crafting with intention. This sets the trajectory for allowing design to be an integral part of your startup. In fact, it speaks to the idea that it should be intrinsically woven into every decision the company makes. If you act with the purpose of achieve a specific goal, you are designing. The opposite would be aimlessness or choosing to craft without purpose.
While such endeavors can lead to interesting results, it's not the best mindset to adopt with investors breathing down your neck or crucial deadlines looming int he background. Choosing to adopt a design-driven mindset is what allows you to measure progress and iterate with precision. In short, design turns wandering ideas into obtainable goals.
That's way different than making things prettier.
Yes, this concept tends to be confined within the areas of improving the aesthetic of apps, websites, interiors, products, or brand identities (a bunch of small elements), but these outlets don't give it power. Look beyond aesthetic and focus on creating things with purpose. How you want them to make people feel, what you want them to do, the goals a project is supposed to achieve.
I guess the main point is this: if you see design as only making things look pretty, even the things you want to look pretty will fall short of expectation. But, if you decide to see design as crafting with intention, you will be able to get results... and maybe make something beautiful int he process.
Rebellion in its purest form is the willingness to go right when everyone else goes left. Meaning, it is an intentional effort to be different from everyone else. Developing a recognizable, bold brand is contingent upon this. What's not always clear though are the tactics used to intentionally differentiate your brand from your competitors.
Ugggghhhhh, research? C'mon man, I thought branding was supposed to be fun? Branding is fun and the best way to ensure it's fun is to do it right. You must know what is already out there within your market to see how you measure up. If you all look and sound exactly the same, this makes it insanely difficult for consumers to make a buying decision. The research doesn't have to be extensive either, especially if you can't afford the time. But you could at the very least do this:
Research your top 7 competitors via their website and social accounts. Ask yourself these three questions:
What do I feel when going through their marketing? List out all the adjectives you can (encouraged, empowered, bold, safe, clean, edgy, rustic, modern, etc.) or if you don't feel anything, write that down too.
Who do I think would buy this product/service? Be specific, write down the person's sex, age, economic status, occupation, etc. if a competitor seems like they are trying to appeal to everyone, write that down.
What is missing? These could be emotional qualities, different tiers in quality or price, or a missing offering that would be useful to the consumer.
With all of this information, you can now assess where the weak points are in the market. For example, if all of your competitors gravitate toward a male audience, perhaps there is a chance to be female-centric. If they all charge a low price, there is an opportunity for a high price, high-quality offering. At the very least, if all of them act the same, there is an opportunity to be different at an emotional level.
Creche le créneau
French for "fill the void." Somewhere in your research is a gaping hole that no one has filled yet. Be it emotionally, quality of goods, accessibility, or catering to a specific user, if something is missing, there is an opportunity. If you can find a hole that fits the purpose and vision of your business, you've got the foundations of a rebellious brand.