A few weeks ago, I saw the new, "live action" Lion King in theaters with a friend of mine. While I wasn't necessarily disappointed, it felt like something was missing that was inherent within the original. I couldn't put my finger on it, even though the new movie had far better animation, a higher budget, and an opportunity to improve on something that was already there. It just wasn't the same.
Disney + launched recently and after watching the original, I got it. The new version's characters were so realistic that they couldn't convey emotion (hard to make a lion cry or show happiness), but cartoons make it possible.
Watch any scene from the original, be it Mufasa rescuing Simba in the gorge, Scar and the Hyenas' ghoulish anthem Be Prepared, and the return of Simba as king, and it's impossible not to become emotionally invested. That is what was missing from the new rendition.
The point that I'm getting at is this: you can have the fanciest tools, the best animation, or a better mousetrap so to speak, but if you miss out on getting emotional buy-in, it falls short.
Story beats features.
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 pillars one and two before diving into this article:
The problem with most companies, especially startups and small businesses is that they cast wide nets. They can't say certain things because it will offend people, and they have to appeal to everyone that walks through their doors regardless of how anomalous. It's in this fallacy of trying to please everyone that rebels gain the upper hand. Rebels are honest, so they know that even if they wanted to, they cannot help out everyone. It's physically impossible. Diving deeper, rebels have the confidence to stand firm and say, "I know that I cannot help everyone, but that's ok because I can help someone."
This gives rebels the opportunity to narrow their focus on a specific group of people with a specific problem. Everything else is a distraction to the mission at hand. You see, to rebels, it is better to have 100 true fans who cannot live without their services, than to have 10,000 fair weather fans that will leave them at the drop of a hat. Focusing on a specific group of people creates a virtuous cycle of respect and care for both the business and the people it seeks to serve. One that can only be achieved by having the courage to say, "this is not for everyone, but it is for someone who believes and needs this."
Rebels are honest.
Rebels are confident.
Rebels are focused.