How much imagination should we use?
According to Sir Ken Robinson, imagination is the key characteristic that sets humans apart from everything else on this blue ball we call Earth. And, while my cat might disagree and think I’m nothing special, I’m inclined to take Ken’s side.
Imagination – the ability to think of things that don’t exist yet – is what makes us look forward to tomorrow.
It’s what made us turn the first spark of fire into hot air balloons and spaceships. It’s what made us make music by blowing on a stick full of holes. And it’s also what makes us able to build brands.
But in branding how much imagination is the right amount? How ‘new’ should our brands feel?
Well, before you start thinking about what could be, you need to think thoroughly about what already is. You need to know where you stand to know where you can go.
This process isn’t a million miles from the Japanese IKIGAI model. What do you love? What are you good at? What can you get paid for? And what does the world need?
You’ll want to know what your competitors are doing too, just to make sure you don’t waste effort doing what they’ve already done. But generally this isn’t about them, it’s about you and your audience.
To be worthwhile, this soul-searching stage has to be super honest and ego-free. There’s no use putting on a performance or chasing something shiny and new that really isn’t you. Don’t let yourself get bored of what makes you different. You’ll only end up alienated by your own actions – with a brand you don’t recognise, in a world you don’t belong.
Raymond Loewy, the godfather of industrial design, coined the term MAYA (not to be confused with MAGA). With his ‘Most Advanced Yet Acceptable’ method, he aimed to push innovations as far as they could go without alienating people – which is usually our aim too.
Brand development should surprise you and excite you, but deep down it should feel like you. You should feel proud that it’s revealed who you really are – making it easy for the world to see your strengths. You shouldn’t feel like you’re twelve years old at your auntie’s wedding, forced to dress up fancy in an outfit that itches.
Remember when we said the search for the new is what makes us human? Well, unfortunately the new comes with a downside. We’re all afraid of it. Intrinsically. We want comfort. We want safety. We want to feel like the world has read our minds and we’re in complete control of everything that happens in it. We’re drama queens like that.
So be prepared for a few wobbles – you might have one yourself, or it might be your colleagues, your stakeholders, your board, even your audience. People tend to need a little time to warm up to change. And not everyone is going to understand what you’re doing, no matter how well you do it.
But that’s why it’s so important to build your brand on honest, strong foundations.
When you know you’ve done your homework, you can stand up to just about anything. You can weather the teacup storms ahead, safe in the knowledge that this particular biscuit won’t crumble under pressure.
Who The LR We?
StudioLR is the creative agency that believes in guts. We’ve been grabbing people’s insides and making them interesting since 2004.
