Real branding is really hard, and I suck at it.
So, I’ve had to come up with simpler, faster ways to make sure that, when I’m hired to do some internet marketing, I don’t pick up a client’s brand, rip it into a thousand tiny pieces and shove it into the garbage disposal.
Here’s a quick test I use to see if my brand assumptions are on track:
The Hiring Test
- Imagine you’re hiring your very first employee.
- Figure out three phrases that describe the perfect hire.
- Make sure they’re more specific than ‘fast’ or ‘smart’.
For example, at Portent I always aim for: ‘Intellectually curious’, ‘creative thinker’ and ‘honest’. It so happens that that’s a pretty good picture of Portent’s brand, too.
I am not suggesting this is a complete brand profile. That would be moronic. But this is a good way to make sure you’re not about to destroy your brand.