By Cameron Turner
There's a value behind true critical thinking.
Without a face in any industry you cannot be seen. Branding is not a logo and a few colors; it is a thought provoking piece of you that people are suppose to understand and heed to right away. Nike would be nothing if they didn’t take hold of what people’s perception on a “swoosh” would be.
What does that mean to you? Well as a business owner, consumer, and critical thinker you should take every question to heart. The point is to answer it before it arises. Push yourself to create the proverbial outfit to a company. The shoes have to match the belt. When watching a movie, synchronicity is when you are so far into the actions that you feel like you are there. Continuity is key.
So when working with a designer, forget what you want to look like to yourself and family. Instead, think big, globally, and without words. Dictating your ideas to a designer will leave you without a full package. Leave room for interpretation.
As a designer, it is my job to study what works and will not. Too often, business entrepreneurs forget that.
However, creating an aesthetic that is universal is more important than being proud that your own ideas have developed on paper. The continuity is bridged to consistency once people can see a message be reused creatively. The problem with disconnecting with your designer is that they have no path for their juices to flow without constant dictation.
Do your research. It will leave a lot of guesswork behind you. A brand should be complete down to the punctuation. Look at the companies that you admire creatively for inspiration.
Think about the descriptive words you want to develop into. Then put all your eggs into the designer’s basket and truly let go of all of your expectations.
This will create a dynamic between you two that will thrive. In order to see the potential of a brand, you must think of a larger picture that will be your projection to the outside world, not what your mom will like.
Here’s a basic truth that has existed since coins replaced barter as the main form of commerce: Everyone who has cash is suddenly a critic.
Since money first started being used, everyone who had it became a critic.
But leveraging the visual language that humans appeal to can be the smartest thing you have ever done.
Don’t think of it as “manipulation,” but as consumer trafficking. Knowing your market also means working for them with every step you take. The curveball you throw much be a planned pitch. The future behind a brand is a willingness to tap into now.
Pop is not a bad word, it only means popular. Making sales pop is any company’s goal so don’t be afraid to make a statement.
Finally, if you’re going to re-brand, start a company, or push your advertising to the next level, remember to “become the message.”
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