I really like Kathy Sierra's post called, Is your book, manual, or website remarkable (or recognizable) at every scale?
For those of you who are working on creative projects, she brings up several great points to consider. And for those of you who are marketing professional services, you might try thinking about how distinctive and recognizable your services are.
She's talking about computer books here, but I think the concept applies to all products and services:
"The books might be easy to differentiate on a larger scale like, say, the level of a chapter or the whole book. A book from author "A" might cover the whole of the topic in a very different (and substantially better) way than author "B", but at smaller scales... can you tell the difference? Is there anything distinct about the look and feel? About the writing?
Why shouldn't a book be a reflection of the brand? Most publishers will tell you that they are. They enforce editorial standards and layout guidelines to help ensure consistency. But consistency is not enough! Not nearly enough to make a memorable impact. Not nearly enough to be even identifiably unique, let alone remarkable."
Kathy goes on to offer several great suggestions, many which broadly apply. Check out the entire post!
This post also makes me think about the overall design of our writing. Do we take a designer's approach? Do we select a theme, feel, colors (in the form of words), design elements? This is something I need to think more about for my projects.....