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#checarattere
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NO LOGO
Take the logo off a post.
Remove the name from the email.
Strip the signature from the text.
Would people still know it’s us?
If the answer is no, we have work to do.
#brandidentity #brandvoice #checarattere
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📌 Wally Olins once said: “Differentiation is compulsory, being remembered is essential.”
#brandidentity #brandvoice #checarattere
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WALK THE TALK
So many values in brand manifestos.
And then? Nothing. It all ends there.
A value that’s truly felt becomes behaviour.
What will we do? What will we never do?
If it doesn’t look like that, it’s not a real value.
#brandidentity #brandvoice #checarattere
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WHY US?
It’s not a rhetorical question.
It’s a fundamental one.
It’s a differentiation strategy.
Ask ourselves: Why would anyone choose us?
The answer can’t be the same one everyone else is already giving.
#brandidentity #brandvoice #checarattere
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📌 Why, purpose, North Star — call it whatever we want, as long as it comes from real reflection and acts as a compass. Weathervanes are useless. 😜
#brandidentity #brandvoice #checarattere
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CONTEXT
We never communicate in a vacuum.
We communicate in relation to our environment.
Our choices only make sense within a context.
We’ve mapped the market, right?
Knowing where we stand is vital.
#brandidentity #brandvoice #checarattere
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PLAYING FIELDS
A 90% dark chocolate bar.
A bit too bitter if we want a treat.
A smart sweet snack if we’re watching our carbs.
Same product, just a different frame of reference?
Exactly. And the outcome is different too.
#brandidentity #brandvoice #checarattere
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EVERYONE DOES IT
Every industry has its standards. By habit or by choice.
Promises, style choices, and more.
We often don’t even notice them anymore.
Are these vital to our offer too?
If not, let’s drop them. Standing out takes a lot more than that.
#brandidentity #brandvoice #checarattere
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GAMING OR PIZZA?
A group of friends. An evening together.
Pizzeria or gaming night?
Same need, different solutions.
Who said our competitor is only whoever does what we do?
It’s anyone who meets the same need.
#brandidentity #brandvoice #checarattere
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TIMING
Brilliant idea + wrong time = wrong idea
Too early: the market wasn’t ready
Too late: the train had already left
But if you’re “disruptive,” knowing the market doesn’t matter, right?
Wrong. Knowing the context is never optional. It’s the foundation.
#brandidentity #brandvoice #checarattere
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WE’RE NOT AN ISLAND
Every industry has a history.
Every market has a culture.
Every moment has its opportunities.
What if we ignored everything and everyone just to be “truly unique”?
It wouldn’t work. We’d just look arrogant and out of touch.
#brandidentity #brandvoice #checarattere
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RESULTS
People buy a product.
People buy a service.
But above all, they buy an outcome.
Do we know what outcome people are looking for when they choose us?
It’s essential information.
#brandidentity #brandvoice #checarattere
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NOT FOR EVERYONE
Wanting to speak to everyone is a natural temptation.
More people, more clients, more revenue.
It all sounds very logical.
What’s the risk if we cast the net too wide?
Ending up convincing no one.
#brandidentity #brandvoice #checarattere
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Una cosa, però, è certa: una voce di brand simile ad altre serve a poco, anzi a nulla. Questo non da oggi, ma da ora in poi direi che servirà anche meno. 😜
#checarattere #brandidentity #brandvoice
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OUTFIT ≠ PERSONALITY
Many brands change their look.
New logo, new colours, new font.
Yet, people still don’t remember them.
So what was the problem?
Not the outfit. What’s underneath.
#brandidentity #brandvoice #checarattere
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WHAT A TYPE YOU ARE!
In the coming days, I will be sharing something from “What a type you are! Communicating with personality. Your own,” the workshop on designing brand identities that I put in a box some time ago.
Stay tuned. 😎
#brandidentity #brandvoice #checarattere
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P.S. Che carattere! si troverà anche in un laboratorio organizzato con LUZ. #natipercambiare. Sappiatelo. 😎
#checarattere #comunicazione #brandidentity
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