Tag: brand

  • Make a spare key *before* you need one

    I locked my car keys in my car a few days ago. It was a real lock the door → wait do I have my keys? → oh crap, there they are on the front seat moment. AAA estimated two hours to send out a technician… and did I mention it was raining? And I…

  • In brand guidelines, “write like you’re talking to your best friend” is bad advice

    There, I said it. This is the single most common thing I see in brand guides — in any industry — because brands want to come off as approachable, friendly, and empathetic. “Write just like you’re talking to a friend.” “Be friendly and casual — like you’re talking to a friend.” “We’re warm, approachable, and funny…

  • Is formality really a sign of expertise?

    “We need this to be a bit more formal, we’re talking to business leaders here so we need to position ourselves as the expert.” Meanwhile, business leaders and experts I know: Formality and “signaled” expertise absolutely have their place. In the same way that design, color theory, and other visual clues can instantly and often…