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Don't let your brand be like Will Smith in The Pursuit of Happyness

Do you remember that scene in The Pursuit of Happyness where Chris Gardener (played by Will Smith) turns up to his very important interview in paint splattered jeans, vest and bomber jacket? Here's the clip if you've forgotten/haven't seen it 👇

It wasn't his ideal interview outfit that's for sure. I'm sure Chris planned on wearing a nice smart shirt and suit combo, because that's what people wear for important interviews. He knows that, we know that. However, the series of unfortunate events that lead up to this moment in his story, meant he didn't get chance to get changed before his interview. So this outfit was far from ideal.

Dress for the occasion

Thinking about other events and outfit choices...

Generally speaking, you wouldn't:

👙 Wear a bikini on the ski slopes or

👩‍✈️ Wear a suit to play sport or

🔥 Wear a revealing playsuit to go carol singing.

Certain occasions require certain outfits and you would look (and feel) out-of-place otherwise.

The same applies to your brand

Sure you can choose random fonts, random colours and speak in a different tone of voice every time you communicate with your audience. But if you want to build a strong brand you'll want to:

  • Identify your target audience (gather information about the occasion).

  • Know what tone of voice you should use (know what to wear).

  • Pick fonts and colours that match the vibe of your brand (pick the right outfit).

  • Use visuals consistently (build a signature style).

And if you ever end up in a situation like Chris, make sure it's a one off and you have a good joke to get you off the hook!

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