1. How To Choose An Aesthetic




I want to work first on articulating how we describe our aesthetic. Your aesthetic really just means the principles by which you define your brand. What are the similarities? What are the unique characteristics that we're going to see throughout?

Here's what you'll discover:

  • Start by looking at your brand heroes. They normally have been at it a few years longer than you and they have a lot more manpower behind them. (We did this in Inspiration #5)
  • Don't copy but be strongly inspired by what your brand heroes are doing with their consumers.
  • What's unique about your personality? How would you describe it? Are you wacky or personable? Are you soft or more cerebral?


Using this week's worksheet to describe your brand's aesthetic. Share in the comments below.



Phil Pallen4 Comments