Just so we’re clear: brands are like fingerprints—you can try to imitate them all, but ultimately, only one will ever truly be yours. Do you remember how everyone in class wanted to be different? A few doodled on each page of their notepad custom imprint pencils, some donned fluorescent sneakers, and some brought handmade pastries. Not all that was remembered were the most boisterous. Frequently, it was the individual who represented a value, be it a peculiar sense of humor or maybe a devotion to pineapple pizza. The same holds true for brands.
Hold off on picking up your preferred font and slapping a logo all over the place. Reflect on the strange tales you’ve told. Here we have the good stuff—honest, embarrassing, and even humorous. It’s a hidden treasure trove of branding material. Occasionally, that’s the icebreaker that leads to long-term consumer memories. Glamourous visuals take a back seat to brutal honesty. You risk drowning in a sea of corporate déjà vu if you overlook that.
What makes a brand memorable and different from wallpaper? It’s more than simply color schemes or slogans that have won awards. This is the weight of feeling. Give an explanation for why someone is interested in yours. No reason for that, really. So why do they? Finding an emotional trigger is what everyone is looking for. They constantly shift their focus. No one will ever remember your hex code, but the way you made them laugh, cry, or hold their coffee closer is something they will never forget.
While consistency is important, that robotic, assembly-line approach is not. Prioritize ritual over routine. Your story needs to pop up in packaging, reverberate in emails, and leap off your site. Surprise them with a little something—a message written by hand, an inside joke, or a sticker that would be more at home on a laptop than a storage cabinet. Personality breadcrumbs, not “branding” tricks. Drop them all over the place.
Would you believe it? It’s the simple things that make brands so endearing. The ability to gracefully apologize when things go wrong or respond cleverly to a misspelled tweet. Being perfect isn’t worth it. There is a sticky quality to relatability. Has your company ever sent you an email so robotic in tone that you thought it came from a robot? Stay away from that label. Mix in some wit, humor, and occasionally even complete bizarreness. Distinct personality traits foster devotion.
Take this unexpected turn: your “custom brand” is more than just a collection of catchphrases and guidelines. Pretentious vocabulary is not what people are seeking. Voicemails, error messages, and every small touchpoint contain value. Your brand is your fingerprint all over the world. You might hear it in the thank-you notes on a crumpled receipt, on your staff’s sign-offs, or in the music playing on hold.
What remains when jargon is removed? Deep bond. Patience in maintaining that bond—even when no one is watching. Some flashy branding model isn’t the big secret. It is transforming each encounter into an engaging tale that can be recounted. Make an impression on purpose, but make sure it’s a good one. Make an impact beyond just recognition. Create affection consciously. Inappropriate dance steps and everything.