rules of creativity /09

RULE 09: RHYME.

Your brand is a promise of consistency. Rhyme with yourself as you evolve.

I’ve worked on branding for many brands, but I’ve always struggled with my personal brand and creative identity. This is a common issue for many creatives, particularly when it comes to personal style or direction rather than client work. Many ask, “What’s my style?” or even, “Who am I?”

In 2020, as the pandemic shut down the US, I turned 40, and these questions hit me hard. I’ve learned two things during this search: “Who am I?” will never have a clear answer, but we should continually ask it. Also, like corporate branding, personal style should always rhyme.

One common misconception about branding is that it’s solely visual identity. Visual identity is a big part of it, yet a brand is actually what people think of you or your organization. Branding is the act of influencing that opinion. That’s why consistency is crucial in branding—both for organizations and personal style. Visual identity isn’t the idea itself; it’s the finger pointing to the idea.

Understanding why you create, or why your organization exists, is essential for growth. Use your why and your values as your foundation, then create work to support or advance those ideas. This helps you stay focused while evolving. Your purpose remains constant, even if you use various means to communicate it.

So how do we stay consistent without becoming stale and repetitive? Consistency in branding and personal style doesn’t mean repeating the same thing over and over; it means evolving. It’s about balancing new ideas and techniques while keeping your focus on your why. With this mindset, choosing a color palette, typography, photography, and all the style elements becomes clearer. The evolution of your visual language becomes easier to see, with visual elements aligning and harmonizing without repetition—they will rhyme.

This, of course, takes practice and thought. It’s easier said than done. But this approach has helped me when working with clients and on my personal art, and I hope it helps you as well.