Can the broad principles of dating apply to branding design?
According to Mark McCullough of Sq1 they can. What is it that makes someone choose one product or service over another? Why do we prefer this bottle drink or this car insurance better that another one? It is not as obvious as perfect teeth or washboard abs being generally recognized as more attractive in people. If you’re trying to make your brand more attractive try applying the principles of dating.
.01 Be Good Looking
If you can’t change the look of your product you can make sure that identity and adverting look as good as possible. Good design can make your product or service seem more innovative and functional. If you work with good designs to create an aesthetically pleasing and unique design your end product with seem more interesting.
.02 Be Charming
A good sense of humor can make a person seem more attractive to potential partner. This can work for brands as well. For example, Volkswagen has used humor for decades to overcome some of its shortcomings to great success. Being clever and witty cab change the way people view your brand.
.03 Be Genuine
Being charming sounds simple, but people aren’t easily fooled. If they think you’re not genuine, if can make people run in the opposite direction. What teenage boys versus what their moms think is funny is most likely not the same. You need to make sure your message is right for your customers. You also can try too hard. That desperation isn’t attractive. You need to let your company’s personally naturally come out.
.04 Be Confident
A confident person knows they have something to offer, and that feeling is projected onto the object of their affection. For a brand to show confidence, it has to be daring. The branding needs do something different and then stick with it. You need to find out why your brand unique. Then find an original way to sell it. You need to believe in your brand in order for consumers to believe in it.
Partial content adapted from the CreativeBloq article: “5 ways to make your branding dateable” written by Mark McCullough of Sq1