Round or square?


World maintainers. World changers.

Round pegs and square pegs.

In the grand scheme, both are necessary. We need people, products and ideas that help us appreciate the path we are on and we need those that push us in a new direction. One is all about maintaining comfort, the other is about making discomfort the new comfort.

So when it comes to branding, the question is, “Do you have a round brand or a square brand?”

Round brands fit easily into an existing place in our heads. Square brands need a new place to fit that we might not even know exists – and those corners can hurt.

The answer is important because it determines your story – the “we’re like ______ but you’ll like us better,” story or the “we’re not like anything else but you need us,” story. Both are good stories with great potential, you just need to know which one you’re telling.

Advertisements
This entry was posted in Brand Storytelling, Branding and tagged , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s