19 October 2012

The Amish don’t wear chinos

Because they’re Amish. They have a well-defined look. Instantly recognisable. You know this. You just know this.

So why is it when you think about your website, or a new brochure, or putting up a new sign, you want to “jazz it up”? You want to buy it chinos. Or a new hat.

Don’t do that. Know the rules of your identity, and stick to them. You will become instantly recognisable.

This will not happen overnight. But it will never happen if you treat everything you publish as a chance to try on a new look.