Embracing Your Brand’s Unique Style: Why You Shouldn’t Hide Your Fingerprints

So, this post is in response to a post from the rather wonderful Seth Godin. I’ve been a long-time follower of Seth’s work, and usually find his insight to be inspiring. I love the way he looks at things slightly differently.

So I was surprised to find that I struggled to understand his most recent email at first. It took me a read or two to get the point. Maybe I’m just moving slowly this morning, but once I got the message I was, as usual, inspired to write a response.

In the world of branding, distinctiveness is a most valuable asset. There are some brands and creators who have made their style so defining that one recognizes their products without even trying to look for their logo or signature. The best way to put it was in a recent Seth Godin email: A Patagonia jacket or a Teenage Engineering piece of hardware is immediately identifiable, as is a Sonia Delaunay painting. In stark contrast, AppleTV’s shows could be mistaken for content from any other streaming service. Which takes us to a really interesting branding lesson: “When your brand has fingerprints, don’t do things that require you to wear gloves.” What does it mean, and why is it important?

A unique brand identity is like a fingerprint. It’s your most valuable asset, what sets you apart in a crowded market and helps your customers to remember you. Consider Patagonia, a brand synonymous with sustainability, which attaches to producing high-quality outdoor products. Its products reflect design and functionality, and, more literally, in the materials employed, they embrace the same values. Similarly, the gadgets from Teenage Engineering are uniquely designed and bring a high level of functionality to the users, who are just as niche as the creativity and engineering skills that are poured into designing and making the gadget.

These brands have created unique and strong identities that command respect and admiration from their customers. And this recognition is beyond the scope of the logos and slogans; it is part and parcel of their products. When you see a Patagonia jacket, you recognize it because it looks, feels, and performs like a Patagonia jacket. That is the hallmark of a strong brand identity.

When a strong brand identity starts to create products or content that lack their unique signature, it dilutes the brand. In essence, this is equivalent to donning a pair of gloves to remove fingerprints. All the rules are followed, and your fingerprints are gone. You start to lose your essence that made you special and unforgettable. Think of AppleTV. Apple is a strong tech brand, but its streaming service is not unique. All the TV shows and movies on AppleTV could be just as easily coming from Netflix, Hulu, or any other platform. There is no strong “Apple” fingerprint on the content, which makes it harder for the service to position itself uniquely in a crowded market.

How does a brand make sure it has a unique style representation? A few strategies can help.

• Stay True to Core: There must be a core that the brand stays true to, visible to anyone who would look at a product, service, or a piece of content offered. Patagonia is a great brand whose commitment to the environment can be felt in all they do—from their supply chain practices to their marketing campaigns.
• Stay Consistent: There must be consistency in the unique style of the brand at all touchpoints. Whether it is a website, social media, or package, bring the same look and feel that is clearly and uniquely you.
• Innovate within Your Identity: Never does innovation mean that you must compromise your identity. Teenage Engineering is always innovating in design and function, but it’s always within their brand.
• Listen to Your Audience: Your audience bought from you for a reason. Engage with them, understand their needs and preferences, and make sure that your brand evolution is in line with their expectations.
• Be Authentic: Authenticity is key to gaining trust and loyalty. Do not try to be something you are not. Embrace what makes your brand unique and let it shine in everything you do.

In a world full of distractions, standing out is more important than ever before. Brands possessing strong, distinct identities have a huge advantage, but this advantage can quickly be lost if they begin to conceal their unique appearance. By embracing the distinct style of your brand and ensuring that it appears evident in all you do, you can relate better with your audience and