Vulnerable entrepreneurship and storytelling isn't weakness -- it takes courage and heart. Let's reclaim the notion that exposing the whole story and stepping into risky territory is a sign of inadequacy and frailty.
You don’t just fall in love with a brand. Just like any relationship, there’s a get-to-know-you phase, then wooing, then commitment. But an unsupported brand cannot survive, especially without a loyal, internal crew who celebrates its victories and thinks twice before jumping ship when it fails.
Customers need to understand why it takes 20 minutes to make a cup of coffee or why you should sit down with a branding company to talk strategy for two days before doing any actual design work - because it's unexpected. It's unique. It's what sets you apart. It's your distinct value-add.
Enter stage left Mr. Blake Stratton - the newest addition to our crew of merry branders, designers, writers, thinkers, and hustlers. Blake hails from the Chicagoland region (and still wears his circa 1995 Michael Jordan jersey). Blake's a musician (read: bad-ass) who's spent much of the last decade traveling the US highway system, stopping off to play good tunes and enjoy free beer.
Ignore the pursuit of perfect, and begin. The first draft will not be as brilliant and eloquent as you had hoped--but it's an essential part of the process. Go ahead, and write that shitty first draft.
When branding website copy, why don’t we use the few seconds we have visitors' undivided attention wisely, and get to the heart of what they need to know? At Proof, we're big on declaration statements - who you are, what you do (best), why it matters. This goes a bit beyond the tagline, but is still a succinct and compelling explanation of the organization. These statements should be like well-crafted haikus - lending powerful, valuable imagery that tells a story in just three lines.
was made of exactly
60 coffee beans. Yep.
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