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MOLDING YOUR BRAND The best part about branding is that you have complete control over it. You can portray the exact image you want and shape the way your brand is viewed. Your logo, your colors, your website, and your typography can build an unforgettable impression. From there, your marketing channel can grow consensus and establish credibility. BRAND DIFFERENTIATION As the concept of branding begins to perpetuate itself on a larger scale, the tools, systems, and approaches businesses use slowly become more formulaic. What was once exciting and new has become washed- out. Brands are starting to look more similar, and companies are ignoring trends. The harsh reality that the shelf life of a trend has dropped significantly —what used to last years only hangs around for months now. The immediacy of information, combined with technological changes, has created a culture where businesses are finding it more difficult to deliver a “wow.”
want it to come off as sloppy, ungroomed, and unprepared? No. Odds are you want every hair in place, every tooth shiny and white, every piece of clothing pressed, ready to make their date have the time of their life. Branding is like that, only every minute of every day, with millions of microinteractions. 2. How Consensus Shapes Interpretation Think about some of the most significant brands out there, such as Apple, Google, and Levi’s. These businesses have garnered the respect of the masses, partially because of their products, but primarily due to how the general public clings to them. The more people you have following your brand, the more credibility it has. Remember when you were in high school? Odds are there were some trendsetters a lot of people looked up to (or at least tried to mimic). They created waves of popularity, and everyone latched on to the movement. These people often gained instant credibility based on the fact they were liked or trusted.
Even though it’s difficult to make an impression, that doesn’t mean your company shouldn’t try — just the opposite, in fact. In today’s business world, it’s imperative to separate yourself. Picture the crowd of brands as a pack of automatons from a sci-fi movie; they dress the same, speak the same, act the same, and look the same. In a world full of look-alikes, it’s essential to have your brand fight for individuality. It needs to be different and express itself in a way that isn’t’ robotic or plastic. What’s the best way to do this?Well, as cheesy as it sounds, be yourself. The most authentic way to create a brand that is different is to mold an interpretation that directly reflects your business’s core values. If your company is a person, you need to find out who that person is. When push comes to shove, our brands are unique individuals, and they should be celebrated.
3 Awesome Dads FATHERS WHO PUT THEIR LIVES ON THE LINE FOR THEIR KIDS
This Father’s Day, thousands of dads will receive a “No. 1 Dad”mug to sip coffee out of at the office. But the following dads took that “No. 1” to a new level. BRIAN MUNN GAVE HIS SON A LIVER TRANSPLANT. When doctors discovered that baby Caleb Munn had a rare disease called biliary atresia, they told his parents that he was unlikely to survive past age 2 without a liver transplant. Luckily, his father was a perfect match, and he eagerly donated part of his liver in March of 2015 to save his son’s life. GREG ALEXANDER BATTLED A BEAR FOR HIS SON’S LIFE. While camping in the backcountry of Great Smoky Mountains National Park, Greg Alexander was startled awake at dawn by the screams of his 16-year-old son, Gabriel. He rushed out of his hammock to see a black bear dragging his son away by the head. Without
hesitation, he kicked the beast in the side, and when that didn’t work, he leapt onto its back and started punching it in the face. When the bear finally released Gabriel, Greg threw rocks until it fled. His son was hurt, but made a full recovery in the hospital over the coming weeks. ARTUR MAGOMEDOV SAVED HIS DAUGHTERS FROM ISIS. Artur Magomedov was devastated to discover that his wife had taken his 3- and 10-year-old daughters from their home in Dagestan under the cover of night, flown to Turkey, and crossed into Syria to join ISIS. But he resolved to get his kids back. After a long, hazardous journey, he arrived in Tabqa to embrace his two daughters. To leave the caliphate — under penalty of death — they hitched a ride to the border one night and crawled along a railway line until they were within 70 meters of the border. Then they ran under fire from Turkish border guards until they could scramble into tall grasses. After some help from the Russian consulate in Istanbul, they made it back home, together again and safe.
2 • www.yolofskylaw.com
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