Steal Your Brand's Soul

My favorite trick for creating brand personalities.

July 14, 2020

Creating brand personalities is hard. In fact, I rarely create one from scratch because of it.

Why? Because it's easier and more effective to look at authentic personalities that already exist, win people over, and copy them.

You can do this by thinking of movie characters, authors, influential thinkers, musicians, etc. Point is, your brand's soul is out there, you just have to find it and steal it.

More you say?

Seek and Steal

Stop trying to be original and try to make something good.

1.24.2020

"I want to be original," says the young startup founder. Well, I've got news for ya pal, you never will be and you will kill yourself trying to go down that road.

Everything is a derivative of something else. There is no new idea under the sun. Now, you can see this as negative or you can realize the opportunity you have to explore and put your spin on something already successful. The best creative work I come across is stolen. Meaning, the people that made it did not come up with the idea on their own, but they put it into a new context.

I'll give you an example, my friend Luis rebranded an agency a while ago. This agency's office overlooks a harbor in San Diego. So, he took the brand down a nautical path and turned them into a rebellious rouse of scallywags. They changed their name from Digital Style to VSSL, shifted all of their lingo to mirror a gang of pirates, and even named the rooms in their space after the places on a ship (the brig, the gulley, even the poop deck).

Here's the thing, Luis found every single element that went into that brand, he didn't conjure it out of thin air. The logo, the name, the language, the visuals, even the culture of the company is rooted in life at sea.

Find something inspirational and different, then steal it.

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A Lesson in Gratitude

Being rebellious is not an excuse to forget your blessings

11.28.2019

Rebels,

Though you may believe the world can be a better place, though you believe there is much that could be done differently, though you seek to be an advocate of change, never forget that there is plenty of good all around you.

Take today to reflect on what you have been given. A true rebel remembers their blessings.

Happy Thanksgiving!

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