DRESS FOR RECESS
You don't really know someone
until you've had recess with them.
Alex Ziton, age 8
“Dress for Recess” is about being yourself. The two most important aspects of branding are differentiation from everyone else and likability. The problem is that most companies are simply putting on airs–trying to look like everyone else's version of success. Trying to meet the outside world's expectations rather than their own. They create the predictable and expected while trying to convince the world they’re innovators.
People do business with people they know, like or trust. Your marketing material should exude personality–first and foremost. Discovering and designing that personality is the real art behind successful branding.
Your target market is made up of real people who make choices based on emotions. Appealing to those emotions requires empathy. Smart brands use visual and verbal cues to trigger the emotions that influence behavior.
Facts, figures have their place in marketing, but it’s not the first thing to communicate. Logic should be used to close the deal, not open the door. People use logic to justify the emotional decision they’ve already made.