There is one constant in business: change, Changes in economic models, changes in market needs, changes in internal structure, changes in the medium, all of it shifts. With this in mind, how do you prepare your brand identity to deal with the changes to come?
Marty Neumeier described branding as changing shirts to suit the mood. For example, my go-to uniform is a black t-shirt, jeans, and sneakers. But, I wouldn't wear that to workout or to a wedding. While working out, I'll wear black and grey athletic shorts and a black dri-fit. Wedding? Black blazer, white shirt, black slacks. Swimming? Birdwell trunks with a California Flag patch.
Here's the thing, while the actual elements vary, they appear uniform. The same feeling of simplicity and timelessness is what I am going for and it seeps into each circumstance.
So long as the brand is defined and your personality is detailed, you can adapt the physical appearance of your brand to suit the medium. Will it be different per circumstance? Yes. A video campaign is gonna be handled differently than a poster. Same thing with a website compared to business cards. But as long as they are aligned toward your brand, you are doing things right.
Remember, the brand is a gut-feeling. As long as you use your brand identity to reinforce that feeling, you are on the right track. It's like using multiple modes of transportation to get somewhere. So long as the experience feels the same and they are headed for the same destination, you are winning.
I take criticism very seriously. It's not that I get offended or that I curl up into a ball and cry, but I always think about it deeply. Mostly, because improving on myself and expanding my capabilities is of the utmost importance to me.
Yesterday, my punch talked about a digital marketer who had expressed concerns regarding my website building capabilities around an SEO focused, digital strategy. From my standpoint, it sounded like he inferring I had no idea what SEO was and that it was impossible for me to learn more about it. This is the kinda shit I think deeply about. SEO is important to the web design process, so when someone tells me I'm not good at it, I think about it. Probably more than I should.
I was thinking about it all day. Am I really that lost on SEO? I thought I had a decent understanding of how it worked and how sites should be structured accordingly.
Last night, when I was at a UX event, I told some trusted colleagues what was concerning me (many of whom are in the digital marketing space). By putting these thoughts out there for other people to address, their gravitas was minimized. They didn't seem that bad anymore. Certainly not something to dwell on any longer.
Point being: find a tribe of good people who've got your back. Rebels are nothing without an alliance.
A LinkedIn connection of mine posted a document yesterday asking what titles his connections give themselves. The post contained 20 different variants of designer titles, here are a few:
Oi vey. That's only half. And he didn't even cover all of the options out there. You might be thinking, isn't the point to distinguish ourselves from people? Yes, it is, but it has to be done in a way that matters to the people that make the purchasing decision. Most business owners don't know the difference between UX and UI, hell most people who ascribe the title to themselves don't even know the difference.
It's like the pointless variants of toothpaste:
The only variant of toothpaste that makes sense to a user is when it speaks to a particular need of theirs. Like sensitive teeth being addressed by Sensodyne, who focused on people with this issue entirely.
Now let's apply the same thinking to some of these design titles:
Here's the thing: these titles do nothing for the person on the other side of the table, you know that person who pays money for design services.
What's the solution you ask? Try this:
I'm a designer, I craft things with intention. I've got a portfolio of work and case studies to show the problems I solve. Do any of these sound like you? Cool, let's make something happen.