The Idea Well & Becoming Your Brand

The other day a friend of mine asked me a very good question. “Aimee, how can you keep coming up with ideas for thousands of posts that are both clever and fit the brand? You’re like an idea well!”

While I appreciate the compliment, I can’t take all the credit. My inspiration comes from everything- things I do and see every day.

I get asked a lot why I often leave the office for lunch rather than sit at my desk and eat. Advertising and marketing is an idea industry, and staying the same place for too long creates complacency and a lack of ideas.

So the answer to both these questions is easy. Live your life, and procure ideas from there. Of course, if you are vegetarian working for a steakhouse this may be a difficult connection. I believe that people tend to be at their best when their brand and their company are extensions of themselves. The vegetarian might see the steakhouse as an extension of himself because he likes food- but he may disagree with the entire practice of eating meat.

It’s not that I’m a well of ideas 24 hours a day, 7 days a week. It’s just that I embrace the brands I represent whole heartedly, even if it’s not something I’ve ever done or thought too much about. When I worked at Behr Paint, I bought some of their paint and did some painting projects to get a sense of what my consumer experiences. When I began work at the YMCA, I started going to the YMCA gym once or twice a week for the first six months of my time there to get a sense of the consumer and environment. The short answer is, you must become your brand.

Easier said than done of course. What is your opinion on how to best embrace your brand/company?


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