soulsight®

Continuing on the idea of building iconic brands, here are several more quick tips to consider throughout the journey:

Strategy not style: Ask "How happy is this can?"

• Back to the future. How does your brand's heritage translate in today's world and to the culture of the future?
• What's the story? What's the essence of your brand? What sets it apart? Be clear about who your brand is and who it represents.
• Category of one. Be the exemplar in a group all by yourself. Aim to establish or reframe your own unique category.
• Familiar but surprising. Stick to some standards so that your product is easily understood and recognized but don't be afraid to add some unexpected touches.
• Strategy not style. When looking at design, don't just think in terms of aesthetics. Be strategic.
• Systems not one-offs. Consider each piece is a part of something bigger. Consistency and cohesiveness go a long way.
• Simple isn't easy. When it comes to brands, simplicity is about losing the decorations and baring the fundamental qualities while not losing soul. It's about finding the right balance of what to keep and what to scrap.
• Passion, Patience, Perserverance. Realize that what you are trying to achieve may not always come on the first try -- first concept, first design, first release.
• Head, Hand, Heart. Be smart. Put in your time and do the work. But, remember to stay true to your brand's essence.