Everybody has a brand these days. Whether you’re a mom-and-pop dry cleaners who’s occupied the same brick-and-mortar spot for the last 60 years or are a 3-year-old influencer going viral on InstaChat (yes, we know that’s not a real social media platform), most brands are doing everything they can to mimic their competition. If you want to do that, then—wait, we can’t see you!
Truthfully, there is nothing more foolish than trying to become another one of the usual suspects, if for no reason other than jail is a sorry place to be. Here are 3 counter-intuitive ideas to set your brand apart from the competition.
When Creating a Brand for Yourself, Do the Opposite (Like George)
Our good ol’ friend George Costanza wasn’t always the brightest bulb in the box, but when he innately decided to do the opposite, good things started happening. Creating a brand for yourself is not an easy feat, but the biggest mistake you can make is to do what feels entirely natural.
Breaking outside your comfort zone does require an elevated level of thought, yet studying your competition and being completely different than them – in a smart, easily digestible way that makes complete sense – will make your brand shimmy up to the top of the branding totem pole.
How to Write a Tagline: Be Bold…and Clever (If You’re Able)
I don’t imagine a whole lot of people in this world want to shell out $719 for a leather briefcase, but at Saddleback Leather Co, they’re an e-commerce site that seems to be smoking cigars wrapped in hundred dollar bills. We’ll bet the quality is only slightly better than ones a fraction of that price on Etsy, yet Saddleback has created a memorable and coveted brand experience.
Our primary explanation? Their tagline: They’ll Fight Over It When You’re Dead. It’s not only funny but instantly conveys two essential messages about the product: it will last as long as you need it to, and it’s so cool that everybody else is going to wish they had it instead of you.
Branding Color Psychology: Why Blend In? Stand Out!
Let’s say you come up with a brand new app. The color psychology behind your branding effort is going to be the bread and butter of this whole endeavor. As a prominent color, blue is said to instill feelings of trust, dependability, and strength. Great! For your lettering, white is the only color that will pop against that blue background, so you have a blue and white logo…just like Facebook, LinkedIn, Twitter, and that really stinks.
Love or hate Snapchat, they were one of the first apps to go bold with their icon and choose a striking yellow design that integrates negative space. Have you checked the Nasdaq? Looks like it paid off. Plus, yellow is meant to inspire productivity (which most people lack when using Snapchat, but that’s beside the point).
Conclusion If there was a fourth idea here about how to set your brand apart from the competition, it would be to drop us a line at the Design At Work offices. Then you won’t have a reason to be overwhelmed, only impressed. After all, our creative branding team thrives on making other people look good