From the course: 20 Rules for Visual Communication

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Rule 5: Your brand is secondary

Rule 5: Your brand is secondary

From the course: 20 Rules for Visual Communication

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Rule 5: Your brand is secondary

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- In the last lesson, I talked about the fact that your audience is everything, but, what if your brand isn't the right fit for your target audience? For example, maybe your brand strictly uses Times New Roman as the end all be all font, but your target audience consists of young millennials who find times to be a font of old and stodgy brands. A lack of brand evolution is a continuous problem for established businesses all over the world, but it doesn't have to stand in the way of your content and your target audience. In fact, even the most iconic brands can adjust their approach just enough to appeal to the right audience. If you commit to the rule that your audience is everything, you have to also commit to the rule that your brand is secondary. In other words, the visual choices that you make for your audience, might not always be indicative of your brand as a whole. Instead, you should consider creating a separate…

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