It Goes Without Saying: the Subtle Art of Branding
Sometimes when we’re getting fussy about a small design detail, we laugh and say “No one will EVER notice!”... and it’s true!
But, it’s the culmination of these very details that trigger the half-second judgment your website visitors are making about your brand.
Your potential customers don’t need to be savvy about design to have a gut reaction to it. Before they read a single word, here’s what their subconscious might be saying. Emphasis on subconscious—they aren’t noticing per se—but design is working its magic on them:
This is just like all the others
This seems lame, not good enough for me
This doesn’t seem legitimate
I’m hungry
Visuals work very hard.
So much so that certain things can go without saying, and should, but you need the right look to do the work.
For example:
UNIQUE
Don’t just say you’re unique, especially if your visuals say the opposite. Instead, BE unique with design. Look at the fonts, colors, and photos your competitors are using and do something different.
AUTHENTIC
“Your strategy is showing” as they used to love to say in my advertising days. Perhaps the most important strategic concept that was never meant to make its way into actual messaging is the word “authentic”. Absolutely BE authentic but don’t say it. How? It depends entirely on you and your business — be real, be you. Dig into what that means for your business, visually.
CUTTING-EDGE
Again, words are words and we need them. But cutting-edge should remain forever behind the scenes in the strategy document. Show that you are cutting edge with design. Look at cutting-edge brands in other industries, especially ones that your customers love. Use unconventional color palettes and imagery. BE cutting edge.
And of course, all of this goes beyond design and extends into everything you do as a brand.
The way you sell and deliver, the way you market, the way you show up to events, partnerships, and media — put more time and effort into BEING your values and special brand attributes than you put into saying the words.
Here’s what we want your ideal customer’s subconscious to say:
This is different, I’m intrigued enough to give it more time
This seems just right for me!
This seems credible
I need to buy this now
Want to work on this in your business? Reach out!
