Too Much Direction Is No Direction
Have you ever met someone that just makes you feel uneasy? You can’t quite put your finger on why. They’re not creepy or intimidating. They haven’t said anything threatening or inappropriate. But there’s just something about their vibe that feels a bit… off?
If you’ve had that experience, firstly, sorry. But secondly, it’s possibly because the person just doesn’t know who they are yet. They try a little too hard to be funny, clever, or to fit in. Deep down, they’re not sure who they are, so they try to fill the void with likability, not realising that their internal uncertainty is exactly what puts people off.
Brands with too many personality traits give off the same whiff. They make audiences want to walk away. Like the living embodiment of the Steve Buscemi “How do you do, fellow kids” meme. There’s something disingenuous and try-hard, and it’s not attractive.
When you’re developing a brand’s personality, too much direction is no direction. We’ve all seen guidelines with more cues than a snooker club. But a brand built on a hundred adjectives is a brand built on uncertainty.
When we’re working on brand personality, we aim for just three traits.
Of course, your brand will have more depth than just three words, but three key personality traits are all you need to create something unique that your team can remember. And, most importantly, actually use.
Have you ever tried to write a headline that captures ten different tone-of-voice elements? Even Shakespeare would struggle.
You might be tempted to overdo it – aiming to appeal to as many people as possible (internally and externally). But that’s counterintuitive. When you try to appeal to everyone, you appeal to no one. Just ask Olly Murs.
If you’re struggling with quantity, the first step is to look for duplicates. You’ll often find a load of synonyms on your long list. And usually, there’s a single word that can sum up two different, but connected, traits.
Once you’ve got it down to a more manageable quantity, the hard work starts. You’ll want to start thinking about what really defines you. And start deleting everything that just felt ‘nice to have’.
Anything in the ballpark of ‘professional’ is an easy cut. Lionel Messi, Lionel Richie, Jeff Bezos, and Jeff Bridges. They’re all professional, but they don’t have much in common beyond bank balances and first names. Remember, you’re only interested in your defining characteristics. The bits that really make you you.
Keep it simple. Hone in on your brand’s strengths and points of interest. Do whatever it takes to get that list as short as possible. Tiny acorns, great oaks, and all that.
Once you can sum it all up in three words, you’ll really know who you are. And maybe then, people will stop finding excuses to avoid your brand.
StudioLR is the creative agency that believes in guts. We’ve been grabbing people’s insides and making them interesting since 2004. If you liked this blog, you might like this one about how the truth comes with ugly bits.