zhushing (pronounced joosh-eeng) – making something striking
tzotchke (pronounced chotch-kee) – memorable item
sâ€™um, sâ€™um (pronounced sa-um, sa-um) – the extra special touch
People remember the extra little touches.
Lately I find it hard to fall asleep, stuff is happening non-stop â€“ especially online! Ask anyone at R/P, and theyâ€™ll tell you I sleep with my best friend, the iPad. A day isnâ€™t complete until my eclectic collection of Pinterest boards have inspired my current project.
So whatâ€™s a brand to do? Be you, showcase your personality!
Express passion for your product. If you donâ€™t, nobody else will. Each and every time you have the opportunity, make sure you stand out in a unique but relevant way.
When given the opportunity, make the first impression a unique one. Talking to someone in the spirits and beverage industry? Crate the delivery as a premier variety from a vinterâ€™s collection. Urgently deliver a presentation in an organ transplant cooler to get noticed by a member in the healthcare field. But wait, thatâ€™s just the beginning.
Make each interaction with your company memorable. Greet visiting green thumb clients withâ€śsucculents a go-go,â€ť Chinese take-out containers filled with fresh botanicals (yes, a Pinterest inspiration!). For a new sports-enthused client, deliver game tickets packaged with the complete stadium experience, peanuts and all. If their brand is rooted in peaceful gardens, handmade paper flowers could grace a delivery.
Really get creative when the holidays arrive. Make each yearâ€™s theme festive and meaningÂ¬ful. It is a great way to thank your client for the opportunity to work together. Maybe it is a ladle filled with a dried soup mix symbolizing your donation of time and money to a local family shelter. Show how much you believe in the spirit of the season by gifting a â€śbrokenâ€ť bell and The Polar Express. Or cherish the memory of loved ones with a commissioned heart-shaped hand blown glass paperweight.
No matter the occasion, just make it special. Need a little help? Let R/P zhush your brandâ€™s look, share that special tzotchke, and give your project a little sâ€™um, sâ€™um. Believe me, youâ€™ll become unforgettable.
Design is not limited to one aspect of a brand, such as a logo. Innovators, such as the late Steve Jobs, realized just how expansive design could be.
â€śThe way weâ€™re running the company, the product design, the advertising, it all comes down to this: Letâ€™s make it simple. Really simple.â€ť
In other words, the goal of Appleâ€™s design sense is to reinforce the essence of its brand: to be user-friendly. Inviting. Intuitive. Uncomplicated.
The lesson we have all learned from Jobs, and from the company he created, is that design impacts every aspect of the user experience. Everything about Apple is designed to elicit a feel of simplicity and accessibility. The website is easy to navigate. The stores invite you to play with their products. The packaging is minimal yet evokes â€śoohsâ€ť and â€śahhsâ€ť when you open the box. Even Justin Longâ€™s â€śMacâ€ť character from the â€śIâ€™m a PC and Iâ€™m a Macâ€ť television commercials seems like the guy youâ€™d want to have a beer with.
Iâ€™ve heard that â€ścontent is kingâ€ť these days. No offense to the wordsmiths out there (after all, this is a blog filled with words), but the look and feel â€“ the impression made by design â€“ is playing a more prominent role in how brands are perceived. With so many different ways people can interact with a brand these days, online to offline, big screens to little screens, consistency â€¦ and simplicity â€¦ are truly king.
While the things you say and the stories you tell are certainly important, just remember your brand should be recognized without anyone hearing or reading a word.