- When I started my career I was sure that the world
would immediately find one of my magnificent solutions
and I would be thrust into the world of fame and fortune.
That didn't happen.
Success was built on hard work, commitment
and showing up every day.
After several years I did receive the recognition
I'd hoped for.
But it wasn't by waiting to be discovered.
The recognition came from having a clear
and easily identifiable brand.
What I'm talking about here is not only a great logo
or groovy typeface.
It's not just a swell portfolio.
It's the story.
The thing that separates you from the designer
down the street and every other one across the country.
Magazines and websites want readers.
Clients want something to grab on to.
And remember, it's your job to create that.
Good work is the expected.
It's like good tires and brakes on a car.
I expect these.
They won't make me buy the car
or tell my friends they must see it
because the tires are nice.
Like any successful brand your message needs
to have a unique story.
And yes, I can guarantee everyone is unique and has a story.
When I started out I sat down and made a list
of the attributes that defined my work and ideas.
Of course, there are the expected ones --
quality and efficiency.
But then I moved beyond these.
Ask yourself these basic questions:
Why am I a designer?
Why do I believe design is important?
What is the thing that makes me weird?
Why would someone hire me before the guy down the street?
These answers don't happen in a few minutes.
Give yourself some time to consider them.
Maybe it will take a day or a month.
And you can always and probably will
change your mind over time.
Let me give you an example of my answers:
Why am I a designer?
Because I discovered that I had a knack
for making complex issues clear.
What do I believe design does in the world?
Design can make the world a better place.
It can solve big and small problems and create beauty.
What is the thing that makes me weird?
I've always been OCD about details
and an optimist all my life.
Why would someone hire me rather than someone else?
I believe design should be honest, clear,
and straightforward, not complex or chaotic.
From these answers creat a list of attributes
about your focus and attributes that define your brand.
Let's presume they are: Optimism, honesty,
design for good, and clarity.
Print these attributes out and tack them
to your office wall.
They are the brand messages
and regardless of your mood that day
they're the only story you tell.
These attributes are a good check and balance system.
They make sure you don't make a business card
with hard-core goth tattoos
or a website that feels hyper, techno and digital.
These also guide your interaction with social media
and the press.
In reality, you are much more complex
than these simple attributes.
But your job is to maintain
a clear and concise brand message.