Same Thing, Different Place: Story vs. Brand Design

Just like fictional characters- brands have aesthetics, values, personalities, and certain vibes. And as a creator, you have to know them inside and out to serve them well.

I remember in my Supreme Court class asking my professor, “Dr. Bowers, why did the Supreme Court become evil in the Gilded Age?” Because they did. They so did. They were trampling all over people’s humanity and values left and right. Why? Because in the eyes of the Gilded Age Court, businesses were legally treated as individuals- with the same rights and depth as individuals. This attitude can create terrible results in a courtroom, but incredible results if we treat our businesses, our creations- and even ourselves- this way. Asking ourselves, our passion projects, or our businesses- “Who are you? What do you value? What are you like? What’s your purpose?” 

As I get started in web design and copywriting, I find a lot of what I’m doing mentally has nothing to do with words or pixels but everything to do with branding and personality. My favorite pieces of copy I’ve done are those with clear, vivid imagery and rich, creative metaphors- the ones that bring you to an entirely different place, making you see, hear, and feel what you’re reading. But in order to write that, I have to know who and what I’m writing about. I have to know the in’s and out’s of a brand as if it were a character as if it were a person. 

I write a lot of fiction and oddly enough, the behind-the-scenes work for a good story and a good brand is incredibly similar. A good story world is rich and explorable. It has an atmosphere and an organization that makes it real and approachable, engaging and captivating a reader- just like a good website or a well-developed social media feed. The same goes for characters. The best characters are those where you know what their essence is, what motivates them, and what makes them unique amongst the whole cast- just like you’d want a customer to know with a business or even with your own personal brand. 

With characters, stories, imaginary worlds, visions, businesses, our own personal brands- you want to bring them to life. Make them exist outside of you. You want to know how they make others feel. Make them walk, talk and be outside of you. My character Sevrin Jr. would never wear all black or swear, but Joseph does both. Probably be more of a black wool sweater and dress pants guy though. But that- that right there. I know that. I can’t undo that. That is who they are- complete figments of imagination that I know inside and out. I have a clear sense of “yup, that’s them” or “Absolutely no way they’d do that.” That- that’s what your brand, your project, your creation needs. 

You need to be able to say what your brand’s personality isn’t and also what it is. You may already know some things you definitely don’t want- but be sure to nail down what exactly you do as well. You maybe don’t want light and airy or stuffy and grey- but then what do you want? Who is it instead? 

If I, you, or anyone is going to give you a clear, creative and action-inspiring piece of copy, website design, or social media feed- then you need to do some character creation. Ask yourself what your brand should feel like, what does it talk like, what does it value, what does it like and dislike, what images come to mind, if it was a place, what would it be? If your brand had a house what would it look like, feel like, hell, even smell like? What’s it’s purpose? What’s it’s motivation? 

Don’t be like the Gilded Age Supreme Court, seeing businesses as more important than people, but DO explore your business or creation as an individual. Explore it, ask it questions, know in your heart and with your gut who it is and who it isn’t- so that when you get on a call or start talking to someone like me, someone who wants to bring your creation to life, you know what it is. 

I can’t say for sure what method works best for you to do this- whether it be a mood board (I’d recommend Canva, MilaNote, or OneNote), a questionnaire, scrolling through Pinterest or just sitting and thinking about it. Look through websites or brand designs you like, that stick with you- and ask yourself why, ask yourself how you could apply that vibe or concept or visual style into your brand. If your brand is just an extension of you, then even easier! Just follow what you like and apply it to your craft. 

Brand identity is so, so important and even on a personal level we hear how a “personal brand” is too. But it’s not some big fancy mystery- it’s simply creating a character. Forming a vibe. Saying yes’s and no’s and seeing what sticks.