It's been a couple days since the riots in Minnesota erupted over the wrongful death of George Floyd at the hands of police. It's all that's been talked about on the one social platform I use, LinkedIn.
Something that has been said repeatedly is this: if you don't say anything, you're siding with the racist status quo. But it seems to mean "if you don't say anything on social media then you are siding with the racist status quo."
I have said things. I have spoken to people. I do have strong feelings about the wrongful death of George Floyd. I do have strong feelings about protesting. I do have strong feelings about seeing other people get hurt from rioting/looting. I do have ideas on how to move forward.
But sharing them on social media is not going to help me make a change. Limiting the extent of my involvement to posting a picture of a black square, sharing a hashtag, or espousing my non-expert opinions about sociology, law enforcement, and politics as an irrefutable truth would be haphazard, noisy, and unhelpful. In fact, I can't think of a more blatant abuse of privilege.
What am I going to do? Be someone who listens. Have meaningful, real discussions with real people. And, of course, do my job educating people, ALL PEOPLE, on how to better brand their business. That's what I'm good at. That's the truth I can tell.
If you want to join me in having a real discussion use this link. It'd be great to talk with you.
"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.
This is the first in a small series of punches surrounding April Dunford's Obviously Awesome! and how good positioning relates to good branding. Enjoy!
Positioning is where your company falls in the mind of consumers. Specifically, why your company should matter to them. In here book, Obviously Awesome! April Dunford breaks down effective positioning into 5 steps with an occasional 6th. First things first, examine what's already out there and what people might do, or currently be doing instead of using your product/services.
Note, it's not about being "better" necessarily, but more about assessing why these alternatives to your solution are being used.
In branding, this step in crucial in assessing the emotional alternatives to your company.
What is it about brand x that makes it so special? What do I feel differently about them versus brand y?
Attacking this from the angle of "how are they different?" instead of "how are they better?" is crucial to understanding their positioning and where there is space for your brand to be positioning without being labeled a copycat.