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So I finished the Jose Mourinho Documentary on Netflix in one sitting with the boys this past weekend.
I fully recommend.
The guy seems so “authentically him”.
Now I don’t like how the word “authentic” is thrown around today in the branding world as it it’s something tangible, it isn’t.
It’s like trying to bottle yourself or putting yourself in a box that can be manufactured. Not possible.
In the professional sense, when it comes to branding a personality or a business, it’s more useful to be consistent than to be authentic.
Being authentic means I’m tired today so I won’t design.
Being consistent means I’ma get that post out no matter how I feel because I’m a pro and I'm showing up to help my audience.
Mourinho showed up to win because that was his job. Whatever he had going on in his personal life was left outside of the stadium before the initial whistle
He showed up for his players with a consistent idea on how to play football, his mantra was to win at all costs. Play aggressively, play with passion, do whatever’s it takes.
He had a consistent formula and a view of the game, but his personality, his “authentic self” was all over the place.
Gotta love the guy.
Below here is a framework to help you show up consistently like a pro if you are building a brand (personal or business).
Cheers.
Consistent over authentic is a sharp reframe, especially for branding a personality. I'd push back a little though: doesn't consistency eventually become its own kind of authenticity, the thing people can rely on becomes who you are to them. Or do you see those staying separate forever?
Yeah I totally see your point! I think our authenticity will inevitably show as we focus on staying consistent with how we show up for our audience. But I find the trendy advise of "be authentic and everything will work out" is not necessarily useful. Focusing on showing up...
That distinction between one specific audience with one specific offer versus vague authenticity advice is the real takeaway here. I'd guess people confuse being authentic with being unfiltered, when it's really about picking a lane and not wavering. Do clients usually resist...
You got it Diego, that's exactly it. In general I feel like we tend to struggle picking a focus and sticking to it (clients and creatives included), but it's very important because we don't don't connect with brands that are all over the place with how they show up, their offer, etc..
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New case study is live.
Kallay Studios is a visual media company specializing in architecture, real estate, and commercial projects. The original brief called for a well-structured grid system to convey professionalism and a design-oriented approach. Inspired by the grid overlays commonly seen in video cameras, this element became central to the design system and is consistently showcased across various applications to reinforce the brand concept.
A more in-depth description can be found in the project case study.
Long story short, I had a blast developing this visual system and seeing how the concept blended well with the overall identity.
The camera grid concept works well.
Banner design for a Real Estate Broker in NYC
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Two logo directions for Merl Group Consulting. Which one would you trust with your business? 👇
22 voted
69%
10 voted
31%
32 votes
Closed
I would go with Rising Sun Mark!