What you do, when no one is watching.
by Neely Catignani
Ok, let’s say a super smart business guy has an idea about a super great company, and the first thing he needs is a super awesome identity to put on his superfly press release. This is not an uncommon scenario.
So, super excited designer gets busy creating a logo. A logo that on occasion also gets a letterhead and an envelope as counterparts to help communicate to the world what the brand means, for the rest of eternity. But identity is a whole lot more interesting than note cards and envelopes.
Everything a brand does is its identity.
Sometimes, we as people can get a little caught up in this idea too. We tend to believe our identity is what we look like or what we buy, or maybe even what we think and how we feel. But the truth is our identity as people is what we do. That’s what makes up our stories. That is who we are to others.
So, just like people, a brand’s individuality is what it does in real life, not how it sits on a business card.
And just like in real life, it’s the most mundane scenes that can allow your brand to communicate uniquely. Like an unsubscribe page for example. Groupon doesn’t have much going in the way of an incredibly distinguishing logo. But they have a brand that people get excited* about, and an unsubscribe page that made it to Digg and Reddit today. Poor, poor Derrick.
In branding and in life, sometimes it’s what you do in the places where it seems no one is watching, that end up showing your true colors to the world.
*By excited we also mean that Groupon has caused quite the stir among the female shoppers here at redpepper. Cool idea for coupons, but be sure to read the fine print. You can only use one coupon per visit. A few of us have learned the hard way.
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