I love brands and I’m not just talking about designer brands but brands in themselves. Brands are, shall we say, a product’s personality, a company’s humanity, and a common ground that connects them and us: the target market, the consumer, the people. Believe it or not, we are all made up of brands. Even our names are a kind of ‘branding’ that shapes how we are perceived. Brands can be an image, a word, an emotion, an aspiration, or all of the above. There are good brands and bad brands but there will always be brands.
Much of the reason why I want, need, and love to get into branding is the fact that I enjoy helping people build their brands. The strategic process excites me, the creativity nourishes me, and the outcome fulfills me. It’s just something I really see myself doing for a long time. Even my interest in copywriting is rooted in helping brands deliver their message in the right tone and voice for maximum comprehension and impact.
While my big break into the branding industry has yet to be formulated by the universe (in some cosmic Big Bang Theory or something), I’ve been enriching myself with books, websites, people, and just about anything that could help prepare me for that shift. Mostly, however, I love visiting company websites because it helps me see what kind of environment they offer their employees and if these benefits actually translate to the kind of work that gets produced within their walls, or the lack of it.
On my radar right now, and for quite a while already, is Nothing, a branding company in Amsterdam that, well, creates something out of nothing. I highly suggest visiting their website as it is packed with good writing such as the ones below.
"We're looking for a junior designer, with junior monetary aspirations" (click to view large)
"Don't wait too long because we're in the hiring mood" (click to view large)
Special Note: They really are hiring.
What I love about Nothing is the tone of their writing that’s both humble but with conviction. It’s never too pushy or arrogant but rather firm, sure, and witty; not laugh out loud funny but a wry smile that makes you go, Hmm, in a good way.
Nothing has got their branding down to a T. If you clicked on their website you’d have noticed that the loading percentage goes from 100% to nothing – a nice touch, if you ask me. I especially like their About page because it reflects much of what I believe in and much of what I want to be doing.
The Idea Behind Nothing
Nothing is the point from which all ideas begin. Ideas that have the power to transform nothing into something.
We love coming up with ideas that help brands grow. A term that best describes what we do, is ‘commercial creativity’. That’s our product.
Our goal is simple: turn consumers into brand advocates. By any means.
We know we’re not new in recognizing the value of brand advocates (or whatever term you prefer). But the role that social networks, forums, blogs and the like are playing in consumer persuasion is growing at an incredible rate. At the same time, the traditional mass communication is being met with increased cynicism. This means that brand advocates are quickly becoming a brand’s most valuable asset.
Did you know their office is made out of cardboard? Yes, I’m serious. You really must check out their website.
