BY BLUE MANGO / STUDIO NOTES
Start with a useful difference.
Being different is easy. Being different in a way that matters to someone is the work. An unusual colour or a clever line may earn a glance, but the reason to choose a brand has to survive beyond that glance.
Make a choice before making a mark.
Before exploring an identity, finish this sentence: we are the right choice for this person, in this situation, because of this. If the answer could describe every competitor, the strategy is still unfinished. Narrowing your point of view creates more space for original work.
Let the difference travel.
A useful brand idea can shape the packaging, the experience and the way the team speaks. Ask whether a new direction changes only the appearance, or whether it helps people make decisions. The most distinctive work does both.