Don't worry about fitting in. Remember lunch in school? Who stands out? The one with the jacket that was created by hand and doodled on, not the one who has the same brand-color changing stadium cups as everyone else. That's what your brand needs: something that makes it stand out, gets people's attention, and doesn't let go.
People look, scroll, click, and leave. Who are you talking to? They're goldfish that have had espresso. Branding that means something makes a quick look turn into a real connection. Begin with color. Not just any shade of blue. Choose a color that will get people talking near the water cooler. It could be a bright coral or a dark slate. Don't pick based on what's popular. The colors you choose depend on your story. Think about the pink cushion logo for Airbnb. It made their message stand out: warm, welcoming, and hard to forget.
The words also matter. Your speech should sound like the chatter in the hallway of your ideal consumer. Fast and snappy? Kind and smart? Maybe a little rude? Wendy's Twitter account is full of funny and shocking attacks. It stays. Make your brand come alive. Share tales, mistakes, and little wins. Don't make every sentence seem like porridge. You are easy to talk to because you are not flawless.
Looks matter. Logos should be easy enough for a kid to draw in the dirt. Think about the swoosh on Nike shoes. It's not much, but isn't that the point? Simple things are strong. It gives you space to remember. Don't make things too complicated with extras that get lost in a crowd.
Let's talk about consistency with a twist. Of course, using the same colors and fonts all the time makes things easier. But throw in a curveball. Every issue of National Geographic has the same little yellow rectangle on the cover, yet the stories come from all around the world. Trust is shown by consistency. Surprise gets people's attention.
Why are you here? Customers can tell when someone is faking it. Are you the fiery newcomer or the cozy old sweater? Whatever it is, take it. Say it out loud on digital rooftops. Create routines, like weekly behind-the-scenes looks, monthly live Q&As, and strange emails with puns and personalities.
Keep in mind that it takes time to build a brand with flavor. It's more like a marathon than a sprint. Try oddities. Your receipts might have knock-knock jokes on them. It could seem like unlocking a treasure chest when you open your merchandise. Put one piece on top of another, and over time, your audience will join in. They want a specific zing, a wink, and a nod that only you can deliver.
You don't have to be the loudest person in the room, but you do need to be clear. Strike out with strong ideas. Cut off the fat. Add some glitter. Make folks care even after they leave the page. In a world full of sameness, the ones that stand out are the ones who make waves—sometimes messy, always real, and never wallpaper.