Recently I received the question: What do you recommend for creative people like me who get bored and want to switch things up too often?
I think It’s a very good question. This “creative bug” bites every entrepreneur on the beginning.
All top artist and top writers/authors have their own unique and recognisable style. Technically it’s the style which makes their art popular and brings them money. Are they creative? They are. So desire to change or switch things in the business communication mean that there are some other questions and there is something deep is not defined yet in the brand. Branding is much deeper than the all visual communication elements. They just express the idea, cause, promise but also make brand memorable.
We create the visual elements for the brand to achieve several things.
The thing number one is to be memorable. People can remember a limited amount of stuff, and they do not want to overcrowd they head with chaos. They do not see your communication that often as you do. So they didn’t have a chance to get bored with it. At the same time, you need to give them an opportunity to recognise you and remember you, or at least identify you in a fast moving timeline. Here is where repetition and consistency play their role. While creating a brand book branding specialists do understand this “creative bug” issue and try to add a particular type of flexibility to it. The more flexible it is, the most difficult to work with it (check out PwC flexible logo and layout in the newest brand book).
The social media communication is different from the other channels.
It allows you to be more open and communicative. The reason is that you can be here more often than in a newspaper, for example. So here is a recommendation for social media communication.
Four things you need to keep same.
- Colours a single one or the colour combination (most recognisable element).
- Fonts (You can define 2-4 and stick to them. Not that easy as it sounds).
- Composition, stick to one repeatable composition elements, so people can see that’s it’s your communication.
- Design / Photography treatment choose 2-3 styles from more official to more casual. Even though it sounds restrictive, it gives you a lot of space to be creative.
And in conclusion, we do create a brand to create and environment for our customers so they will feel comfortable and will be happy to associate themselves with your brand. Eventually, when you brand become recognisable, customers will know what your brand do and what your brand stands for, you can show them a deeper & wider picture. It’s like in a relationship, so let them love your brand first.