I was the best man in my cousin's wedding yesterday. I'd spent weeks trying to write a speech for this occasion, but found myself tearing up when I would start writing introductions. The memories I share with my cousin are that powerful.
Needless to say, the attendees of the wedding felt something when I was speaking with plenty of "awws," laughs, and, of course, tears responding to the speech.
Whatever the audience was feeling, the strange thing was that I felt it too. I was reminded of this quote from Robert Frost, "no tears in the writer, no tears in the reader."
Here's the thing:
When coming up with the personality of your brand, its values, mission, and purpose, YOU need to feel something. If you don't, how do you expect anyone else to?
No heart in the founder, no heart in the buyer.
In a cluttered market where people buy on emotion, it's the safest bet you have against becoming a commodity.
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.
Be sure to read pillar one before diving into this article:
Being honest opens the door to a hidden superpower: confidence. Because of their honest nature, rebels exude confidence. Why is that? When you consistently tell the truth, you get really good at it. Unlike their deceptive counterparts who constantly have to watch their words to make sure the lies add up, an honest person can speak the truth with the same effortlessness as drawing a breath.
Furthermore, because of their willingness to accept the truth that things are imperfect, rebels can be themselves without feeling the need to impress other people. It's confidence that allows a rebel to say, "I don't have a Ferrari, I don't have 50k followers on Instagram, and I'm not a millionaire, but it doesn't matter to me. I'm still going to get out there and make a difference."
As the old adage goes: confidence is not having everyone like you, it's the ability to be yourself whether people like you or not.
Rebels are honest.
Rebels are confident.