When building brands, or building anything, the tendency is to reach for familiar, generic ideas.

Perhaps there’s an effect you saw on someone else’s website. Or a concept you grabbed from a competitor’s socials.

In our copywriting, in our design, in our videos… the pull towards the status quo is ever-present. The tools we use by default pull us towards mediocrity and sameness.

But if we can take something generic and turn it into something that’s ours, we change from a brand to THE brand.

A 3D particle cloud swirling around? Pretty cool.

A 3D particle cloud swirling around in the exact shape of your logo? World-class.

A well-worn expression? Useful, but uninspiring.

Creating a new vernacular, style, or punctuation just for your brand? Now we’re talking.

When you reach for something—anything—take the extra step to turn every generic thing into a specific thing, and you’ll stand far above the competition.