Mona Lisa doesn’t need to shout. With confident, restrained grace, her smile draws us in with more power than a shout. It is as if her smile knows its place within the masterpiece.
Designing a masterpiece and designing a marketing strategy share this in common: both require an artful balance of relative context through selective, focused and deliberate strokes.
In design, crowding your medium with noisy elements is not a promising way to achieve a memorable, lasting masterpiece. From Mona Lisa’s smile, we learn that brands can be more effective by finding their unique but coherent place within a canvas of competitors.
Your competitive position should reflect not just an internal awareness of your brand, but an acute external awareness of your competitive context: how are you perceived and what makes you stand out amongst competitors?
And that’s exactly how memorable art comes to be: the artist places the appropriate weight, focus and distinctive value upon the central figures in a piece by building upon the background and supporting elements in a coordinated and delicate matter.
Which smile most resembles your brand?