Play it Unsafe
To be interesting, you have to play it unsafe. And if you’ve met with me before, you’ve probably heard that in my deeply researched informed opinion on branding, the worst thing you can be is boring*.
When you’re on to something, there should be a part of yourself that’s terrified.
Why?
Because you should be standing alone.
You may be the first in your city/family/industry to be doing the divinely inspired thing – the thing that’s keeping you up at night. There’s a piece of you that just has to see if it will work.
And when you’re there, you’re very close to your soul.
An interesting piece to this and why it will work for you: People are drawn to risk takers because it signals in them something they wish they would do or be, if only they were brave enough. When they see you using the strange font, they might not like it, but they’re attracted.
So be brave, and play it unsafe: In your visual identity design, in your store environment, in your product offering, etc.
Look like no one else or act like no one else.
The worst you’ll be is memorable.
*Boring when it comes to brand worlds does not mean minimalist, clean, structured. Boring is inauthentic, cookie-cutter, uninspiring, agreeable.
