Branding

Speaking of Bespoke

I’m guessing you don’t use the word bespoke everyday conversation. It’s an odd word to begin with and doesn’t quite roll of the tongue like phat, dope, or tubular. By the way, if you use any of those words, I’ll take a bespoke hammer to your knee to cure your bad habit.

Bespoke describes something that is customized or personalized. It’s made just for you. It’s most often used in describing a suit or a shirt, often employed by the fashion industry. If you’ve ever worn a bespoke shirt or jacket, you know that the fit and feel is wonderfully different than the typical medium shirt you get off the rack at Target. The medium shirt fits, but the bespoke shirt fits you.

There’s a difference, of course. You’ll notice it in the price. Bespoke items cost more. They’re hand-crafted just for you directly from the manufacturer. They only belong to you. It meets every need you have. You’ll pay less for a medium shirt, and it will do most of what you need, but it won’t get every detail just right.

Media plans and websites can be the same way. Many firms and companies offer templates, plugging in your info and tossing back something generalized that will work, but it won’t be customized. They haven’t taken the time to listen to the fact that you’re expecting two people to transition into new roles after the holidays. Therefore, the strategy doesn’t take into account a decrease in person-power. The folks you hired didn’t go into detail in researching your industry, so you’ve got no relevant best practices to build on other than a shoe company and a cupcake store (too bad you’re a law firm).

You will pay more every time for something that’s spoken for. But, thankfully, it will speak for you.

Inspiration taken for this post from Seth Godin’s post about mentors versus heroes.

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