It's okay if they don't like it

As your product grows, you may want to attract more and more people. At some point, you may say "We are for everyone."

But it is culturally impossible to create a visual design that everyone will like.

An identity element that resonated with your early adopters may confuse the late majority. An element that worked so well in Nordic countries will turn away LATAM audiences.

In this global rush toward mass adoption, brands try to overcome the emotional rejection by dropping elements of their unique identity.

By dropping peculiar elements, one by one, brands lose their personalities and zest. They become so indifferent that no one bothers to dislike them.

But you want people to bother, don’t you?

Next time you hear people commenting “I’m not getting it” or “It looks odd” when looking at your website or swag, ask yourself: “Are they the people I want to attract?”

If the answer is YES, dig deeper into what turns them away. You may result in reworking the style and vibe.

If the answer is NO (they are not who you want to attract), just let it go. It's okay if they don't like it.

Because if someone dislikes your company’s brand image, it means it has enough personality and spark to make the right person say “I love it!”

Yours,
Ira