Fast Company

What Sexuality Taught Us About Branding (and Why Being Average Sucks)

In branding as in life, “being average” isn’t a goal. It’s the barrier to overcome on your way to brand excellence and distinction.

Possibly, one of our first experiences with branding occurred around the time we became aware of our sexuality when growing up.

After all, we wanted to be noticed a little, or a lot, and wanted to stand apart from all the other “options” available. We wanted not to blend in but to be noticed for being who we were. Ahhh, branding at its most innocent.

Well, it seems that we had an innate sense that “being average” likely would not gain us the recognition we were seeking, so we decided we had to be “er” as in smarter, funnier, cooler, hipper, sincerer, sportier or whatever-er. Whatever it was, it was clear: We had to be different, rising above the average, to make our mark.

It holds as true in the corporate marketplace as it did in the high school cafeteria.

What to do:
Look over your brand to find the average, the expected, the same-as-what-everyone-elseoffers trap. Recognize it as a steppingstone, not a place to rest your laurels. One by one, eliminate anything average about your brand.

 

David Brier, Chief Gravity Defyer at DBD International, is a brand identity specialist who is the recipient of over 300 industry awards creating brands for such company's as Estee Lauder, Revlon, New York City
Ballet, Legacy Chocolates, Sunbelt Software and many more.

Award-winning and result-driven examples can be seen at http://www.risingabovethenoise.com and a side-by-side comparison of before-and after-client identites can be seen at http://www.famousnapkins.com

Want one the country's leading designers of identites and more? His talent can be yours. Contact david@risingabovethenoise.com

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