I’m always on the lookout for inspirational thinking, brands and ways of connecting people to make my job, life and my shared experiences better. I came across a few wonderful examples this weekend while I was exploring Columbus, Ohio.
Let your people be part of the brand. I stumbled upon Paul Robinett, a tiny aroma therapy candle shop, and the storefront window sealed the deal for getting me into the store. The giant Polaroid photos of customers sharing their excitement and store experiences helped me understand what this super simple store was all about. The minimalistic brand was brought to life through the quotes and smiles of its customers. Now only if I could have gotten my face in the window!
Create shared experiences. The Columbus Museum of Art had a fantastic George Tooker exhibit that included opportunities for visitors to share thoughts about a specific painting or theme represented in the work. Art museums are often experienced in silence while each visitors creates their own story about the work presented before them. These exhibit extensions invited people to share their thoughts and it was refreshing to see similar interpretations and ones I'd never think of, even after seven beers. Even though I was alone in the room, I felt like I shared an experience with everyone that posted their stories on the wall and in the book.
Inspire passionate fans. I had never been to Columbus. I had no idea what I was in for. But the one thing that I'll never forget is how excited everyone was about their city. The people I met were eager to to share secrets of the city, local hotspots and their opinion on the best neighborhood. The community was full of passionate residents that truly care about investing in the city and foster its growth. These Columbus advocates had a much larger impact on my view of the city than the sights and shops.
The most authentic experiences are rarely brand related, but they always help to remember that I should strive to work harder to create work that is geniune.
