This, Not That

A tool that I have used for many years to help brands further define their identity is one that I believe we could all use in our own creative work.

“This, Not That” is simply a small list of protocols usually, but limited to, terminology. For brands, it’s important to be consistent in messaging, both internally within the organization and externally in market messaging. Unfortunately, like many creatives, not many organizations define the lane of their lingo or practices. This is where a small, repeatable list comes in handy so well.

Here are some examples from brands that I have worked with in the past:

• TEAM...not committee

• VOLUNTEER...not worker

• GUEST...not visitor

• INVITE...not recruit

• OPPORTUNITY...not need

• GROWTH...not maturity

• SMALL GROUPS...not Bible study groups

• AUDITORIUM...not sanctuary

• PARTNER...not member

• WORKSHOP...not class

• EXPERIENCE...not attend

These are great for brands to define their identity, but what about you? The solo creative. What terms do you need to identify to help make decisions easier?

• INVOICE ON THE FIRST…not at the end of each job.

• STORY IS KEY…not just another project.

• APPLE…not PC (lol, ok, this is just for fun, but if you’re building a company, it is worth stating your allegiance :)

• CLIENT…not customer.

• RESPOND TODAY…not tomorrow.

• GREAT…not good enough.

• COFFEE…not tea (again, just for me).

• WRITE IT DOWN….not, “I’ll remember to do that later.”

• QUALITY…not quantity.

I suggest posting this at your, or any of your team members, desks. Tape it to their computer monitor, and make it pocket-sized, anything larger is obnoxious. The point isn’t to be obnoxious, it’s to have an easy-to-read, concise list to remind you of standards. Standards that are remembered breed consistency. Consistency breeds great brands and great creative work.

What would be on your list?