Putting in the Reps

I had the pleasure of talking with Antonio Centeno last week in London. Antonio is the creator behind the “Real Men Real Style” YouTube channel. His most popular video, “How to Keep Your Shirt Tucked In ALL DAY” has 12 million views.

When Antonio started out with YouTube he was filming in his basement which had a dirt floor. He always wore a jacket and tie, but he didn’t wear dress shoes. He didn’t want to get them dirty. And because his early videos were shot from the waist up, a lot of the time he wasn’t even wearing pants.

Antonio filmed late at night, after work and after his young kids had gone to bed, so he could concentrate. He posted over 150 videos before he broke 10,000 subscribers. He compares that time period to lifting weights at the gym. He calls it “putting in the reps”.

With any type of content marketing, it can take a while to see results. But if you put in the reps, the results will come. Today, Real Men Real Style is a seven figure business with corporate sponsorship, a podcast, live conference events and over 2.1 million subscribers.

Because Antonio put in the reps.

Set It On Fire

It was 1967 and there were a hell of a lot of great guitar players in London. John Lennon, Jeff Beck, Brian Jones, Eric Clapton, Jimmy Page, were all playing the clubs. If you were a guitar player too, it was hard to get noticed.

But there was this one skinny guy named Jimi Hendrix from America. He was a good guitarist. Better than most. He dressed weird, but everyone was dressing weird. He used a lot of distortion, but everyone did that, too. One typical night, his band The Experience was playing the London Astoria. At the end of their 45 minute set Jimi kneeled, laid his guitar down on the stage and…set it on fire.

The audience loved it. The music press couldn’t stop writing about it. They started calling him “The Black Elvis”. Soon it was standing room only. He was that guy who torched his guitar.

Unless you live on a tiny atoll in the Pacific, chances are there are a lot of competitors around who do what you do. You may do it better. Better than most. But how can you be really different? What can you do to set it on fire?

Last One Standing

Hurricane Michael was called a once-in-a-100-years storm. One of the towns that Michael knocked square in the nose was Mexico Beach, which was virtually flattened. It wiped out most of the structures, but also severed the deep emotional connection of it’s residents. 

But one house made it through virtually unscathed.

Russell King and his nephew build their home on 40 foot pilings driven deep into the sand, constructing it out of re-enforced concrete that far exceeded all of Florida’s famously stringent building codes. They called it the Sand Palace. Their family’s emotional connection to Mexico Beach weathered the storm because they had built a solid foundation.

Verhaal will be leading a brand strategy workshop next week were we will be building a “brand pyramid” with our client. Brand pyramids are strategic tools constructed in five layers, much like Maslow's Hierarchy of Needs, with the brands functional benefits on the bottom building upwards to the emotional essence at the peak. 

Defining the emotional essence of a brand is critical. Why? Because people don’t buy using their heads, they buy with their hearts. They buy based on a deeper emotional connection. And you architect that connection by building from a solid strategic foundation.

Would your brand survive a 100-year storm?

Our New Frankenword

A portmanteau is a linguistic blend in which parts of multiple words or their sounds are combined into a new word. Smoke and fog combining to become smog. Motor and hotel becoming motel.  

A frankenword.

I was looking for a way to describe something that is a duality, a symbiosis, two things that exist in co-dependency. Why? Because I think the branding and business worlds need a new name. 

The world of design and the world of business are converging. They are fueling and sustaining each other in increasingly inextricable ways. For businesses to succeed in today’s commercial ecosystem they are required to be more and more creative, producing visually engaging content in an ever-expanding array of marketing channels.

For creative professionals to succeed it's necessary to be fluent in the machinations of finance, strategy, business, marketing, and in demonstrating the ROI of branding to clients.

Brand design is becoming more business and business is becoming more creative. They are merging. Those that embrace the merger will thrive and those that do not will wither.

Desiness? Bizign? Crearketing? Entrepreativity?

What is the design+business/business+creativity frankenword?

Don't Be Dr. Dynamite

A few years ago I was working on private-label food brands for big grocery retailers. I called it “big brand surfing”. That’s when you design products with names, colors, fonts and packaging that sound, look and feel remarkably similar to a major brand.

Think Dr. Pepper vs. Safeway’s Dr. Dynamite. Generally, the play is about price. But what they are really trading on is similarity. They try to look the same. They try to taste the same. You can sell a lot of stuff that way, but you are just surfing another brand’s wave. Success breeds clones.

Personal brands fall victim to this, too. On Instagram, social media star wannabes are increasingly adopting a popular, yet homogenized expression of beauty and now no one can tell them apart.

If you could capture the single most important quality that creates a successful brand, it boils down to differentiation.

Have you looked at your competition lately? How can you separate yourself from the pack? Aspire to a unique expression of your brand. 

Surf your own wave.

The Side Door

Jane Goodall wanted to study primates. But she didn’t know how she was going to do it. From England she made her way to a friend's farm in the Kenya highlands in 1957, but once there she desperately needed a way to make a living. 

The opportunity arose for her to study to be a secretary. It was a long way from studying apes, but she decided to take it.

One day, on the advice of a fellow student, Jane called Louis Leakey, the famous Kenyan archaeologist and paleontologist, to see if he needed help in his research. Louis didn’t have any openings for researchers, but he did need a secretary. He offered Jane the job.

Two years later she was in Tanzania studying primate behavior.

When I talk to my coaching clients I always stress the fact that you have to follow opportunities when they present themselves. Even those that may seem unrelated to your ultimate goal. Because one day they may help facilitate the achievement of your dreams.

What opportunity has come your way? Could it be a side door?

Looking for a Greener Pasture?

A landscaping company in Idaho had a problem last week. They offer a service that clears unwanted brush and growth from your property - with a twist. They don’t use mowers, blowers and trimmers. They use goats.

We Rent Goats trucked in their workers, a herd of 118 eating machines to help a client who needed to clean up around a pond. Let’s just say that the crew didn’t really like the “flavor” of the work. Instead of clearing the pond grounds they decided to tramp over to the adjoining suburban neighborhood and snack on the much tastier flowers, scrubs and gardens of it’s residents.

It’s a classic example of “If you don’t give them what they want, they will go someplace else to get it.”

I often work with clients who have designed businesses, products and services who have taken the “If I build it, they will come.” approach. And often they wake to find that what they are offering is not what people really want. 

An early investment in consumer research and the competitive landscape will tell you what you need to build. Because not even a bottomless marketing budget can keep your customers from tramping over to the competition if what they offer is tastier. 

Perfectionism Is Killing Your Career: Here’s What You Can Do About It

Perfectionism can sound like a good idea. At first glance, it makes sense; being a perfectionist must lead to perfection. But the truth is that perfectionism is greatness killer. A 2016 longitudinal study verified that perfectionism doesn’t make you better at anything, and can actually make you significantly less successful in life. Many of us know from experience that it can:

• Hamper creativity
• Decrease risk-taking
• Make the creative process unnecessarily stressful

Pushing yourself to create strictly above-average work and consistently perform at peak levels seems admirable enough. But when your standards become inflexible and unforgiving, perfectionism becomes an impediment to success; creativity diminishes, risk-taking wanes and your stress level goes sky-high.

Perfectionism is counterproductive.

Perfectionists are driven by a critical inner voice that demands flawlessness. This inner voice never self-regulates, never shuts up. It’s your job, as the person in charge of your life and your work, to regulate this voice, so your creativity and productivity can evolve.

The first step in conquering perfectionism is, like they say in 12-step programs, acceptance. Try to accept that you have some thoughts and behaviors that that are undermining your prospects for success. For example, you may be spending 90% of your time on that last 10% of the project (this is one I frequently get stuck in). Step back and look at your thoughts and behaviors from a distance. When you catch yourself in a perfectionist tangle, accept and adjust your reaction. Acceptance allows for change.

Sometimes your inner critic is so fearful of failing that it paralyzes you. I’ve had that “scared stiff” feeling. When I was in art school I used to paint on large five by six-foot canvases. That huge expanse of stark white canvas was very intimidating. Often I would get an idea of what this perfect painting would be, go to my studio…and just stare at the white canvas.

I was absolutely paralyzed by my perfectionistic preconception of the final result.

Then I realized I only needed to do one simple thing to get the creative juices flowing: make a mark. Just making a mark - taking a brush and some oil paint and just marking the canvas. It didn't matter what kind of mark it was. It broke that white surface. It broke down the imposing aspect of not starting. That mark gave me something to react to, something to react against, something to build on.

Of course, I would cover it up with other marks, which would then disappear under more marks. But that first touch of paint to the canvas was the most important brushstroke because it got the ball rolling. It broke the paralysis of perfectionism.

Renowned author Anne Lamott encouraged her writing students to make a “shitty first draft”. “Almost all good writing begins with terrible first efforts. You need to start somewhere.” That’s true for all creative endeavors.

When Apple made their first logo, it sucked. It was way too busy and complicated. But they got it out there. Now, their logo now is so well-known I would guess that 90% of the population could probably draw it. It's beautiful, simple and refined. So far removed from their initial identity, yet it would be impossible to evolve the logo if they didn’t take the first messy step.

When you start off, even if you’re Apple, you're gonna suck a little bit.

That's just the truth.

But it’s actually okay because sucking a little bit makes you more human.

It makes you more approachable and relatable. People don’t warm up to other people (or things for that matter) that are too perfect or too polished. They are off-putting. It’s counterintuitive but scientifically verified that being vulnerable is actually magnetic (it’s called the Pratfall effect).

Maxims are great tools to short-circuit perfectionist thoughts. A helpful saying I use is “ship it,” or “done, not perfect.” Getting something out into the world, “shipping it,” is the first step in making it better. It gives you the opportunity to react to it or against it –it’s just like making my mark on the canvas. The faster you get it out there, the faster it becomes something – rather than just an idea in your head or a project cloistered in your office or studio.

“Sometimes when you innovate, you make mistakes. It is best to admit them quickly, and get on with improving your other innovations.” -Steve Jobs

Tech companies in Silicon Valley use a method called rapid prototyping. They create a minimum viable product (MVP) software or website and quickly put it on the market. The MVP is a starting point; it allows consumers to give feedback that’s used to iterate the design or the product; it begins the cycle of feedback and improvement. An MVP is a great model for conquering perfectionism. Put things out into the world that may be 90% there - accepting that it’s not perfect, but knowing you will learn from it. This will put any perfectionist out of their comfort zone, but that is where we grow, try new things, experiment, and innovate. Playing it safe never won any awards.

Pushing through self-imposed barriers opens you up to learning and improving.

Here’s an illustration:  One day my wife decided that she wanted to learn to play the viola. There is so much information about the viola out there. You can watch YouTube videos about the viola. You can attend lectures about the viola. You can read viola books, listen to viola music, but if you want to learn the viola, you have to pick up a viola and drag that bow across those strings and make a horrible sound. That’s the first step. Practice and practice until it makes a beautiful sound.  You will get better over time. That's very much what conquering perfectionism is all about.

It's about starting.

It's about making that mark.

It's about shipping it.

It's about innovating, improving and working outside of your comfort zone.

Conquering perfectionism is not always easy, but it does get you closer to more creative, fulfilling, useful work, with more perfect results (the irony!). Accept your perfectionistic thoughts and actions, and challenge them. Nudge them off the stage by doing something imperfect, no matter how small. It may be scary at first, but I guarantee you’ll feel liberated and more creative over time.

Finding the "Wow!"

SETI is a collective term for anything that concerns the search for extraterrestrial life in the universe. SETI asks the question: Is there anyone out there?

In 1955, Ohio State University built a telescope they called “Big Ear” to continuously scan the cosmos for radio signals. It wasn’t until 1977 that Jerry Ehman, a project volunteer, witnessed a startlingly strong signal received by the telescope. On the computer printout of the data he famously wrote “Wow!” in the margin.

It only happened once. But they heard it. They heard it because they were actively listening.

A couple weeks ago we conducted a strategy offsite with a client in Canada. She has a interconnected series of brands and wanted clarity on the best way to organize and grow her businesses. 

We didn’t approach the session with a specific point of view or predetermined answers. What we did was ask the right questions. And then we listened. 

When you actively listen - a mysterious and convoluted problem can be distilled into a clear signal. At the end of the day, the wall was covered with giant Post-It notes. On the last one we wrote “Wow!” in the margin.

To Win Big, Think Small

“Alice in Wonderland-like” syndrome is a disorder of the brain. The symptoms are named after Lewis Carroll’s protagonist Alice, who went down a rabbit hole and found herself shrinking or expanding depending on her circumstances. People who are afflicted by it misperceive the size and distance of objects, seeing them as larger or smaller than their natural state. 

In a white paper, comScore has reported that a staggering 80% of social media viewing is done on mobile devices. How do people choose what to consume? They click on thumbnails that jump out at them. So not only are viewers encountering content at a tiny scale, they are choosing what to click from even tinier thumbnail images.

When designing artwork for social media, for Facebook, for YouTube, you have to zoom way out.  When people view your post, your thumbnail may be as small as 3/4 of an inch wide. If your designs have lots of copy, small font sizes or detailed imagery, people are going to get frustrated and scroll right past them. Opportunity lost.

But when people click your thumbnail, you get traffic. When you get traffic, you win. To win big, you have to start by thinking small.

Retail Trend: The Cattle Chute Method

Cows are distractible. They have 360° wide-angle vision and are confused by everything from moving shadows to puddles of water, as well as any surface they can see though. To get cows to go where you want them to go, you line them up single file in a cattle chute.

It’s like putting blinders on a horse: you set it up so they are seeing only what you want them to see.

Last week the New York Times published an article about how Amazon has developed over 100 private label brands - with dozens more planned. If you search for a battery, a cable, or some other household item you will find Amazon Basics dominating the top results. It's a shopper cattle chute.

The best way to compete against the encroachment of private label is through superior brand recognition, product quality and design. To create your cattle chute you must eliminate customer distractions. You show them only exceptional brand visuals and create a simple, compelling customer journey and experience.

Are your customers seeing only what you want them to see?

Sunken Treasure

Remus 6000 spends most of it’s time deep below the surface. An underwater robot, Remus’ long-range sonar scans the bottom and then goes back to take pictures of anything it finds unusual. 

In May, Remus took pictures of what the Woods Hole Oceanographic Institution is calling the “holy grail of shipwrecks” 2000 feet down in the Caribbean. The San Jose, a 310-year-old Spanish galleon carrying gold, silver and emeralds worth as much as $17 billion.

You can’t see the bullion, cannons and artifacts scattered across the ocean floor from the surface you have to go deeper. And you need Remus 6000 to get there.

When speaking of brand value, many talk about how recognizable the logo is, how innovative the product is, the imagery used in marketing. But that stuff is what we see on the surface. The things today’s customers take for granted. You have to go deeper. And you need an agency partner to get there.

Below the surface is the realm of customer journeys and experience. Below the surface is where relationships are forged, where customer satisfaction is created and true brand evangelists are born. 

Below the surface is where the brand value treasure lies.

THREE LITTLE WORDS (AND PEOPLE ARE FREAKING OUT)

Companies regularly write lengthy vision statements, mission statements and mottos. Sadly, far too many turn out to be empty emotional BS.

Before Google got humongous they wrote a cheeky, three word, silicon-valley-punk credo for themselves: “Don’t Be Evil”. Having written a lot of long client credos, I loved it because it was only three words. And I loved Google as a business for putting a moral stake in the ground. 

Recently Google has been considering working on lucrative contracts for the Defense Department. Something about using AI and video image recognition for drone accuracy from what I’ve read. It seems lots of folks who work at Google are freaking out. They think that helping drones kill people better falls into the “evil” category just a tad. I’d have to agree.

Establishing a credo can be one of the most powerful things a brand can create. It guides every brand decision and action. It keeps you and your employees grounded in the brand values. Sometimes those values are tested.

Ultimately, Google withstood their test by refusing the Defense projects, demonstrating to the world their credo is meaningful and authentic.

Even if it is only three words.

Different Is Better Than Better

If you’ve ever stayed in central London you know that the hotels are fantastic. The best.

There are hotels that have old world charm that come in a range of prices. There are contemporary design hotels like St. Martins Lane but these are always very pricey. What didn’t exist was a high-tech high-design option available at a lower price point.

The savvy folks at hub by Premier Inn noticed this empty quadrant in the X/Y map of the competitive landscape. So they did what any smart brand does, they filled it.

I stayed at hub by Premier Inn when I was at a conference recently. My room was about 9 x 14 feet - about the size of a generous jail cell. There was no window, just a backlit glass panel that made you feel like there was one. The headboard was a touchscreen that controlled everything from the “do not disturb” sign outside to the A/C. The interior design was so inspiring and clever I never felt deprived. In fact, I felt smart, stylish and just a little bit richer. 

By expertly delivering on an unmet need, hub by Premier Inn has expanded to 40 locations in under 5 years. Hub is killing it.

Take a fresh look at your competitive landscape. Does everyone look the same? Are they offering the same things, in the same way? Where is the white space that you can fill?

Your Best Self: 7 Mantras for Designers & Entrepreneurs

Mantras are not just for meditating. Mantras are simply ideas and philosophies to live by. Some people call them maxims, mottos or catchphrases. They have one purpose: to keep us on track. They prevent us from going a down a rabbit hole. They act as guardrails for our thoughts and actions so we can focus our energy.

Here are seven mantras that I think are valuable for designers and entrepreneurs to keep in mind. 

#1 Be human.

When your brand is your business, you can sometimes act more like your brand than yourself. No one wants to work with a brand robot – a brandbot. Strategy is great, processes are great, brand tenets are great, but underneath it all we're people. We're original, quirky, and unpredictable. In other words, we’re human. As a businessperson, you do represent a brand, but don’t hold back on showing your humanity (it’s called the Pratfall Effect). Be personable, because people like to work with people that they like. Be humble, because people like to work with people with compassion. Be flexible, because people like to work with people who are open to new things. Most importantly, be you.

#2 Choose fun.

We got into this line of work because we didn't want to have an uninspiring, humdrum life. We became designers and entrepreneurs because we wanted excitement. We wanted to have fun. We wanted to do creative things. Design and entrepreneurship are tough fields, and you have to work really hard at it to be successful. But remember why you're doing it. You're doing it to create a fun, invigorating, extraordinary life for yourself. So try not to take yourself too seriously. Throughout the day you make thousands of choices. As much as you can, choose fun.

#3 What’s the worst that can happen?

Fear can be really debilitating. Whether it’s fear of trying something new, putting ourselves out there or going against the grain, fear can stop you dead in your tracks. Instead of letting fear guide your action - or inaction, think through the fear to the very end. “What’s the worst thing that can happen if things go wrong?” is a powerful question that can shrink  fear dramatically. Think it through; Will you get fired? Lose your apartment? Lose your girlfriend? Most of the time these imaginary disasters never happen, and once you realize that, it frees you up to be more courageous and try new things. And if something does go wrong, simply ask for forgiveness. Making a mistake is never the end of everything. Put fear in its place. Be brave.  
 

#4 Build your resources.

As designers and entrepreneurs, we often like to do everything ourselves. But ultimately, if we want to do bigger and better things, we need additional resources. Be proactive about gathering service providers, companies, printers, coders, any specialists that could help you at some point in time.

Start creating and curating a cache of professionals that allow you to do increasingly ambitious work for your clients. Keep those connections warm so they're there when you need them. Pick a day of the week, say, “Freelancer Friday” to reach out to one or two of your connections. Send a quick text or email, ask them what they’re up to, like some of their social media posts (see more suggestions here). It only takes a few minutes to reach out and if you do it faithfully for a few weeks, you’ll find yourself top-of-mind with them and ready for any project, at any time.

#5 First things first.

Procrastination is a killer for designers and entrepreneurs. Prioritizing tasks and projects can be difficult, but it’s the backbone of success. Tim Ferriss, human guinea pig and lifehacker, has some great advice, “You can spend the whole of the day busy, but fail to tackle the most important items, which in many cases are the hardest things on your plate. So isolate the one or two most important things you need to accomplish today. One or two only.” (Inc.com)

I noticed that Tim was right. Now I move the hardest things to the top of the list and do those first. It pays off. Mark Twain, commenting on doing the dreaded tasks before the easy ones, said, “Eat a live frog first thing in the morning and nothing worse will happen to you the rest of the day.” Amen.

#6 Done is better than perfect.

Designers and entrepreneurs, as a group, are perfectionists. This trait serves us well most of the time, but if you lean too heavily on it, it becomes a crutch. Perfectionism is a way of resisting the future. “Perfect lets you stall, ask more questions, do more reviews, dumb it down, safe it up and generally avoid doing anything that might fail (or anything important),” (Seth Godin).

Instead of focusing on getting things done perfectly, focusing on just getting things done.

Get them out the door. Volume trumps perfection any day of the week. Consistency beats infrequency. More is better, and frequency boosts recognition for your brand. So instead of being a perfectionist and trying to massage every fine detail, get it out the door. No one is really going to notice that level of perfection except you. It's better to just get it done, and move on to the next thing.

#7 When in doubt, communicate.

Here’s the biggest complaint I've heard in my career from designers and people I've worked with; "I don't know what's going on. No one's telling me anything."

It's really hard to do your job well if you feel under-informed. Don’t wallow in victimhood about being out of the loop. It’s probably not intentional. Find the person who might know what you feel like you’re missing and ask them to brief you. On the flip-side, you have to make sure clients know what's going on in your head and you know what's going on in theirs. You need to be consistently aligned to deliver your best work. There is no other way to do this than to communicate. Over-communicate, even. Especially when the news that you're trying to communicate is bad. Always recap conversations and meetings in writing. Communication is a conflict killer.

These mantras have helped me keep my thoughts and projects focused and on track.  They’ve helped me sidestep many professional potholes. If some of these resonate with you, I hope you incorporate them into your daily life. Make them visible. Put them on a post-it, make a graphic as your home screen, or tack it on your office wall. Make up your own mantras. They will enhance your focus, energy and undoubtedly smooth your pathway to success.

The Sexy Potato

There are watershed moments in our professional lives where something happens that changes everything. Mine was during a photo shoot for Lay’s potato chips.

Lay’s is, maybe unsurprisingly to salty snack fans, the largest food brand in the world, selling in 50+ countries with revenue of $1.7 billion. With a business that big you have to be very careful what you do in a package redesign - well, for obvious reasons. 

So there we were, shooting the sliced raw potato that appears on the back of the core plain flavor of Lay’s. My marketing partner was not happy. The raw potato was unattractive. The raw potato was missing irresistible flavor appeal, that je ne sais quoi.

She said “Philip, we need a really sexy potato”. It was in that moment that I realized I was not in the right place. And that I needed to make a change.

We finished the shoot. We had successfully coaxed the requisite appeal from the potato - as reluctant a subject as she was. But something inside me had shifted. Four weeks later I resigned from Pepsico. A potato was my tipping point.

We don’t get to choose our watershed moments. The trick is to use them as a springboard for positive change when they happen. For me it was a sexy potato. A potato that launched the most exciting and fulfilling chapter of my life.

5 Reasons Why You Should Be Developing Content Now

For any personal brand, entrepreneur, or business the most important thing is the power of attraction. How are you going to get clients, customers, and a tribe to come to you? How are you going to attract them to your goods, services and all you have to offer?

Once you get them, how are you going to retain them? How do you become their favorite? How do you build a level of credibility that creates a steadfast belief in you? Executing flawlessly on your offering, both in product quality and service excellence is one way. But today that isn’t enough. Today that is the baseline. How you rise above the competition is by establishing content development as a core competency. So, what are some of the benefits?

#1 It Contributes To Professional Independence

Statistics show 40.4% of the U.S. workforce is now made up of “contingent workers” -that is, people who are what we traditionally consider freelancers or independent contractors. The Bureau of Labor Statistics last reported in 2005 that number was 11.6%. Think about that trend for a minute. Sobering, huh? Some estimate that by 2020 up to 50% of the American workforce could be untethered from full-time employment. This means there's a lot of people out there who are going to have to start developing independent marketing messages to attract their own customers and clients. They won't have a traditional job or a company that they work for to do that for them. Therefore, developing a level of independence is in reality developing a level of income security. Developing content is a key personal brand building activity that can help establish that independence.

#2 It Establishes Credibility

By developing content; articles, blog posts, videos, infographics, presentations, courses, newsletters, curated material, it helps establish you as a thought leader in the marketplace. Content development gives you the opportunity to demonstrate that you truly know your stuff. That you are an expert. If you offer up real value, your audience will recognize, remember, and come to revere you. Additionally, when you offer content for free it draws your audience to you even quicker. Of course, paid advertising can also draw a crowd but that activity is pure promotion. Developing content exercises the law of attraction in a way that can't be bought.

#3 It Exercises Your Creativity Muscle

Developing content is going to help you develop a special kind of muscle. A creativity muscle. Any artist, singer, painter, musician knows that by practicing their craft, they develop a creative muscle that keeps a level of “flow” happening. And if they stop practicing their art for any period of time, they get rusty and it takes them a while to get back into that flow and creative output. By making a commitment to develop content on a regular basis you're exercising your creativity muscle. You become an idea generation heavyweight. Execution is easy, but killer ideas are the fuel of innovation and growth.

#4 It Increases Confidence

Developing content is an excellent way to feel great about yourself. You're going to rapidly realize just how much it is that you know. It helps to create a personal, internal resonance of the value you can offer the world. Simultaneously, you are demonstrating your knowledge to others while in the process providing real value to them. Simply put, helping folks just makes you feel good. Like anything truly worthwhile, developing content is somewhat awkward and scary in the beginning. But over time you get better at it and it feels like a much easier and more natural thing to do.

#5 It Grows Your Business

Content development used as in-bound marketing is great for business. I’m living proof. In two years my YouTube channel and brand•muse newsletter now generate over 75% of my agency’s new business leads. By developing content that's valuable to people they become willing evangelists for your brand. And because people trust other people’s recommendations more than advertising messages or a brand promoting itself, it means your tribe becomes your marketing department. Every new piece of content you produce seeds priceless word-of-mouth marketing.

Sure, the content landscape has gotten pretty noisy and the competition for eyeballs and ears is fierce. But the benefits of developing content are as much internal as they are external. So, if you haven’t yet begun to do it, now is the time to begin. No more excuses. At the beginning you will suck at it. Everybody does. But over time the creative muscle strengthens and the gears of the idea machine start to hum. You’ll get better. But to reap these benefits, you just have to start.

Photo credit: Getty Images

Philip VanDusen is a creative thought leader and principal of Verhaal Brand Design an agency that specializes in leveraging brand strategy and design to build brand affinity and equity for companies and entrepreneurs. Get more from Philip in his newsletter brand•muse, His YouTube channel or connect with Verhaal Brand Design on Facebook.

Did You Get My Message?

In June of 1886 the German ship Paula took part in an experiment to test the ocean currents affecting shipping routes. Over a 69 year period they tossed thousands of amber glass bottles overboard that held small slips of paper. The messages asked whoever found them to report back to the German Naval Observatory with the location of where it washed up on shore.

Last month a woman was walking on the sand dunes on a remote beach in West Australia and found what is now the world's oldest known message in a bottle, almost 132 years after it was thrown into the sea. Let’s just say the location report didn’t do the Germans much good at this point.

When you send your messages, your in-bound content marketing, your social media communications out into the world, are you doing so just hoping that your customer target happens to come across it on their digital shores? 

Knowing how, when and where to target your efforts constitutes the difference between truly effective brand building activity and tossing a message in a bottle into the sea. Because no one wants to wait 132 years for a new business lead.

photo credit: Getty Images / Paul Barton

The 7 Commandments of Brand Design

"Your brand is the single most important investment that you'll make in your business."
- Steve Forbes

When I talk about branding, I often talk about the 3 R’s: recognized, remembered and revered. The success of any brand can be measured by how well it has achieved those three simple words. But how do you get there? The design of a brand has to hit on a lot of cylinders to get to those 3 R’s. Here are seven of the key attributes of a brand’s design that are critical to success.

1st COMMANDMENT:  Make It Beautiful

Beautiful design is proven to be a quantifiable competitive advantage. Having an elegant, contemporary design is what today’s consumers expect. Great brand design is easy to look at. You need to look successful to be successful. A homely, amateurish brand design is going to make people click away from you, and you're not going to build your business that way. No one is going to volunteer to be an evangelist for an ugly brand.

2nd COMMANDMENT:  Make It Simple

The world is way too noisy and too complicated. We're inundated with a tremendous amount of visual stimulation and information every moment. Everyone's looking for simplicity in their lives. If you make it simple, you make it a less complicated and less stressful experience to interact with your brand. You also make it easier to be remembered (there’s an R again) and easier for customers to communicate what you do to others.

3rd COMMANDMENT:  Make it Strategic

Hoping it looks good is not a strategy. Your brand design has to be created with intentional focus on what your target customer avatar wants and is expecting from you. You have to display an aspirational aesthetic and speak their visual and verbal language. Great brand design is about reduction. Getting rid of all that is unnecessary and boiling down to the essence. Brand design strategy is as much what not to show as it is what to show. All design execution needs to stem directly from the brand strategy.

4th COMMANDMENT:  Communicate

All strategic brand design is communication. You need to communicate who you are, what you do, how you do it, how you do it differently and why people should care. Powerful brand design communicates through three things: semiotics, the meaning of symbols and images, through color theory and color psychology, and through verbal or written communication. By artistically weaving those three together, you tell a brand story.

5th COMMANDMENT:  Be Different

From the time we're adolescents, we all seek to fit in. Humans naturally gravitate towards the median,  to “normal”. It takes a lot of work, concentration and real courage to be different. Just like the brand’s unique selling proposition, having a brand design that visually differentiates you from your competitive environment can make breaking through the noise a hell of a lot easier. Just ask Method the home cleaning products brand. By adopting a product line in clear bottles with whimsical shapes and a rainbow of liquid colors they smashed through the sea of blue and orange dominating the laundry aisle owned by Tide and Gain. Not an easy thing to do. But they did it through design.

6th COMMANDMENT:  Be Consistent

In order to be recognized, you have to be remembered, and in order to be remembered, you have to be consistent. Everywhere your brand shows up, at every brand touch-point; online, retail, social, outdoor, packaging, media, your imagery, your color, all of your brand design elements have to be absolutely consistent. Every inconsistent touch-point erodes customer recognition. Inconsistency bleeds brand equity.

7th COMMANDMENT:  Be Memorable

If you're simple, if you're different, if you're consistent and if you communicate, you'll be memorable. And being memorable is the gold standard of brand design. If you're memorable, people will return to you, and they'll recognize you wherever they come across you. You'll create brand evangelists who will ultimately do the work of building your brand for you. And it doesn’t get better than that. Amen.

photo: Charlton Heston in Cecile B. DeMille film "The Ten Commandments"

The Wipe Out

When I was in art school, I had a drawing instructor who had this one exercise that I never forgot. He would instruct you to draw a model for 90 minutes in soft charcoal. You would work slavishly, perfecting every curve and shadow. Then when time was up, he’d say “OK, take your chamois cloth and wipe it all out”.

Some students would gasp, others were incredulous. But I’ll lose all my work!

Once the drawings were erased he said, “OK, now you have three minutes to draw the entire thing again.”

Inevitably, the resulting drawings would be amazing. More full of life than the over-worked 90 minute versions. Why? Because we hadn’t really wiped out the drawing. The previous 90 minutes was visually engrained and in our muscle memory.

As entrepreneurs and creative professionals we may start a project, a product, a business that gets wiped out. Clients lost. Customers vanish. But what we have to remember is that the work we put in, the brain power we invested isn’t gone. It is in our muscle memory, ready to be released, full of life. Refined. Essential. The next one will be amazing.

photo: Shalom Jacobovitz