Brains vs Looks
How important is the RIGHT LOOK for your brand? On a scale of 1 to 10, the answer is YES. Looks are important but are not the only thing. And while this is not a shocker, here's how it can actually help you overcome the creative block brought on by perfectionism.
To hijack an old debate, if LOOKs are the form or brand image and BRAINs are your service, product, or content, what happens when we value one over the other?
Looks first: your look is sleek but meaningless, empty. You might get noticed, you might even get clients, only to set them up for disappointment. This is not sustainable if you want to build lasting relationships with your clients.
Brains first: you believe your brilliant work will speak for itself. But truth is, we only have one split second to decide whether something deserves more of our attention. We judge a book by its covers because it speaks for the content inside.
What does this mean for your brand? Form and content are equally important. So looks matter - the way you present your brand (your logo, colors, and the entire brand identity system give important clues about your content. Which can be stressful if design is not your thing.
But there's also a positive side to it. It can be reassuring to know that a bad logo will not break your business. Since your brand is made of looks AND brains, there are many elements that come together to create an impression in the minds of your customers.
Going through my own process of defining the Intooit identity, I worked a lot on getting it right. Not just right, but perfect! I mean, what's a Brand Strategist with a poor Brand?
I put a lot of pressure on making the right decisions as if there would be only one correct solution and the answer keys would be revealed at the end of the test. In this black and white approach, you’re always one bad call away from doom.
Not going to lie, it wasn't easy. Creativity rarely comes out flowing under pressure. Only later I found out that defining and designing your own brand is practically impossible, or extremely difficult, at the very least. By definition, we have an extremely subjective point of view, when actually what you need is to get some distance and look at things objectively. I basically needed my own external consultant on Brand Strategy.
But before this insight, I took it as my personal challenge to get through this project on my own. And through continuously testing it with friends and people who know me, I managed to bring it to a point where what I want to transmit aligns with what is being projected outwards.
Key takeaway: pay attention but relax. Set a direction and let go. If you know deep down what your brand stands for, trust that every decision that you make on form or content will naturally bring you closer to the same unified point: your unique brand personality. A human-like personality that allows you to make mistakes or to change your mind once in a while.
I'm personally trying to take the pressure off and make content that feels right. Work suddenly becomes way more fun and flowing, trusting the Intooit brand will emerge from every post, image, and insight that I share.