I normally work from home and, for the most part, it's pretty easy for me to get into a groove. But there are some days, especially during the COVID-19 quarantining, that make it difficult.
Specifically because the elements of my routine are barred. New floors are being installed in my house so there are quite a few construction workers here playing music, hammering in pieces of flooring, and moving around. My desk is in pieces and all of the furniture is scattered. Even the garage where I normally do workouts in the morning is unavailable.
In short, I'm in a massive deviation from my routine and it is taking a toll on my effectiveness. But, there is a silver lining in that it has never been more obvious the kind of routine I need to function at my peak.
What does this have to do with branding? Well, you can understand what you want for your brand by understanding what you don't want. By cross-examining your competitors, other brands, or even something as granular as aesthetic, sometimes the fastest way to understand what you want to become is to discover the opposite.
My favorite color to wear is black. Typically, I'm wearing a Buck Mason black T-shirt, Levi's blue jeans, and white sneakers. However, I would not wear that to the gym. In the gym I wear a black dri-fit, black shorts, and black training shoes. And while that's great attire for the gym, I would not wear that to a wedding. Instead you'd find me in an all black suit. Regardless of what I'm wearing though, I'm still the same person. I have patterns, yes, like wearing black, but it's important to fit the occasion.
You can run with the design of your branding the same way. What is the occasion we are designing for and how do we flex our visual identity to match? What matters most is whether or not the personality underneath stays the same and can be felt.
Dress for the occasion and be yourself.
A buddy of mine and I have started looking for apartments to rent. Scammers have been rampant, so we're extra cautious.
One realtor had sent my friend an application, his license number, and lease agreements. My buddy sent them to me asking, "is this legit?"
I could see where he was suspicious. The design of the application was shotty and it made his ears perk up. It was a lot of small things like misaligned typography, no consistency in colors, no logo for the company, no footer. Not only from a design perspective, but things like not have a dedicated domain for this company and instead using a Gmail address made this entire experience feel scammy.
Despite the fact that he did indeed have a license number, his brand and legitimacy were being put to death by a thousand tiny cuts. Small wounds that bled his company of its worth and value.
Point being, the small interactions are where you get a chance to prove yourself as something legit and unique. Never underestimate them.