Dive Club 🤿 Episode 4 Summary: “4 Brand Strategy Tips from Smith & Diction”
Release Date: February 25, 2025
Host: Ridd
Guests: Mike and Cara from Smith & Diction
In the fourth episode of Dive Club, host Ridd sits down with Mike and Cara from the renowned design duo Smith & Diction. Known for their exceptional work on the Perplexity brand identity and collaborations with figures like Henry Modesty, Mike and Cara dive deep into their creative processes, offering invaluable insights into brand strategy and design. This summary encapsulates their key strategies, mental models, and creative philosophies discussed during the episode.
1. Personifying the Brand: Viewing Brands as Individuals
One of the foundational strategies Mike and Cara advocate is personifying the brand. Instead of describing a brand in abstract corporate terms, they recommend envisioning it as a person. This approach facilitates the use of more relatable and emotionally resonant descriptors.
Mike (00:26):
“Anytime you're developing, like, a brand tone or personality, you should picture it like you're describing your brand like a person, not like a brand. Because it's very easy to describe your brand as, like, tidy and clean, but, like, is that the words you would use to describe your best friend?”
For instance, when Smith & Diction were defining the Perplexity brand, Mike likened its personality to that of Malcolm Gladwell—intelligent, insightful, yet approachable.
Mike (00:41):
“It should basically feel like Malcolm Gladwell. Super informed, super, knows everything, but explains it to you in a way that makes really sense and it really resonates.”
Cara further emphasizes this by using real-life personalities to extract authentic traits that resonate on a deeper level.
Cara (01:15):
“If you look at someone like Simone Biles, the words that might come out of that are like, determined, focused, like strategic, measured, accurate. And those kinds of words as you're describing that person can help you go into a different territory.”
Ridd appreciates this tactic, noting that describing a person naturally leads to more nuanced and varied descriptors than traditional corporate language.
Host (01:05):
“When you're describing a person, it's much easier to reach for words that would definitely not come up if you're trying to describe your brand as this corporate identity.”
2. Targeted Communication: Writing to a Specific Audience
Another pivotal strategy Mike and Cara discuss is the importance of targeted communication. Rather than crafting generic messages, they advise writing as if addressing a specific individual, thereby enhancing emotional connection and clarity.
Cara (01:38):
“...she's writing to a very specific person. And that's a candidate reading your vision while considering accepting your job offer.”
For example, when Cara develops a company vision, she tailors it specifically for potential job candidates, aiming to evoke a strong emotional response that compels them to choose their company over others.
Mike (01:54):
“Your vision is the thing you should share with a new recruit. Be like, oh, here's what our vision is as a company. Here's our purpose. And they should be like, I'm canceling all my other interviews. I want to work with you.”
Ridd echoes this sentiment, highlighting the effectiveness of addressing specific individuals to communicate more compelling and relatable messages.
Host (02:03):
“Whether it's the hero section of your Portfolio or company mission statement. You're always going to communicate more effectively when you speak directly to a specific person.”
This approach ensures that brand communications are not only heard but felt, fostering deeper engagement and loyalty.
3. Brand Elements as Ingredients: Introducing “Moves”
Mike and Cara draw a compelling analogy between brands and ingredients in a recipe, emphasizing that a brand is not a static entity but an evolving composition that requires continuous development.
Mike (02:34):
“A brand isn't a thing that you go and you buy and then you're done with it. It's much more like food. Like, you have to make it again every single day...”
They introduce the concept of “moves”, a term they use to describe signature brand elements that transcend basic components like logos or color palettes. These moves are unique patterns, behaviors, or design elements that make a brand instantly recognizable and ownable.
Host (03:07):
“Carl said a key word that they use a lot. It's called moves. And it's their generic term for all of the other stuff. Beyond your logo, type and color palette, it's everything else that you can tie to the brand that feels ownable.”
Mike (03:23):
“How do you create a thing that doesn't have your new logo on it but still feels like you?... you have moves that you can do and use in a lot of different ways.”
An exemplary illustration of this is the subtle geometric pattern integrated into the Perplexity product, adding depth and a unique texture that reinforces the brand's identity without overpowering it.
Cara (03:54):
“It's super, super subtle. And if they didn't have, it would feel, like, slightly less perplexed.”
This metaphor underscores the need for brands to continuously experiment and refine their elements, ensuring that each "ingredient" contributes meaningfully to the overall flavor of the brand.
4. Embracing Creativity: The Creativity Faucet Concept
Mike and Cara advocate for a prolific generation of ideas, embracing the notion that not all ideas will be successful, but the process is invaluable for uncovering those that resonate best.
Host (04:13):
“It's why I love the idea of the creativity faucet so much. It's this idea that you have to get through all of the bad ideas as quickly as possible in order to get to the good stuff.”
Mike (04:51):
“If you're just like I need to make the perfect thing, it's really hard. If you're like I made a million, million things then we can all as a team look at it and decide which are the things worth saving.”
This approach encourages designers to generate a vast array of ideas, knowing that only a select few will align perfectly with the brand's vision. Cara shares her personal strategy of producing numerous iterations to refine her concepts:
Cara (06:38):
“I'm giving a talk or something. People are like, well, how'd you make that? And I'm like, because I made 60 of them.”
This relentless pursuit of creativity ensures that the final brand outputs are not only innovative but also deeply aligned with the brand’s core values and personality.
5. Pushing Boundaries: Challenging Norms and Embracing Unconventional Ideas
A significant theme in Mike and Cara's philosophy is the willingness to push boundaries and challenge conventional design norms. They believe that breaking the rules, when done thoughtfully, can lead to more authentic and memorable brand identities.
Cara (06:43):
“Like, just have fun and, like, put millions of gradients inside of it. A lot of the times people just say, well, the brand guidelines are so narrow. And, like, stop it. If it actually looks good, people will let it fly.”
This fearless approach to creativity involves experimenting with unconventional elements and trusting the design process, even when facing skepticism or criticism. By doing so, Smith & Diction create brands that stand out and leave a lasting impression.
Key Takeaways
- Personify Your Brand: View your brand as an individual to use more authentic and varied descriptors.
- Targeted Communication: Craft messages aimed at specific individuals to enhance emotional resonance and effectiveness.
- Continuous Brand Development: Treat brand elements as ongoing ingredients and introduce unique “moves” to maintain brand uniqueness.
- Prolific Idea Generation: Embrace the generation of numerous ideas to filter and select the most impactful ones.
- Push Creative Boundaries: Challenge conventional norms to create distinctive and memorable brand identities.
Through these strategies, Mike and Cara from Smith & Diction demonstrate a dynamic and thoughtful approach to brand strategy and design, offering invaluable lessons for designers and brands aiming to elevate their identity and connection with audiences.
For more insights and resources, visit Dive.club.