God Lies in the Details

The terms ‘God lies in the details’ and the ‘The Devil is in the details’, can be used interchangeably, yet one takes inspiration from divinity while the other alludes to a wicked problem that needs solving. As designers, we are especially aware that attention paid to details can reap the rewards, and conversely, we also know that any small error can lead to major disasters. A hole fixed in time can save a ship from sinking.

If we consider the aspect of divinity, there is a common belief — whether believers, non-believers or agnostics — that in Nature, we find perfection. Every natural creation comes out of principles that make complete sense for that thing, place or creature. If we extend this philosophy to brands, every brand must be rendered with a set of principles that makes complete sense for that brand, and therefore, perfect within itself.

In today’s day and age, our consumer audience consists of primarily millennials and Generation Z. They both consume and create, but the time they spend in these activities is fast paced, as they have low attention span and want quick gratification. They admittedly see the world very differently than older generations. As we are going to be primarily catering to this younger mindset, brands need to make them fall in love with their persona. Today’s brands need to be super sharp and right on the ball. We come now to the point made at the beginning of this story — God lies in the details. Brand images need to be highly detailed and refined. Their identity, behavior and performance must be perfectly aligned.

What do we mean by Identity?

We ask this question many times, in fact, at the beginning of every project, as it refreshes the way we see the brand. It reminds us of our responsibility to develop the true brand image. The Identity is not merely your logo. It stems from your deepest beliefs, and what you stand for. It shows in your personality and character as an outward expression, also distinctly communicated through your tone of voice.

Today, with a culture of participation, your brand behavior becomes extraordinarily important. How you conduct yourself, what communications you disseminate, and how you speak: the brand forms relationships with people through various channels and forums and these go a long way in determining how your audience feels about the brand.

Finally, we have to deliver. Since your childhood, you have been emphatically weighed by your performance — at home, at school, then at college, even amongst your friend groups and activities, and then of course at the workplace. Everything you have learned has shaped you to understand that you will only be acknowledged if you deliver. Value and quality will get you the best price.

Here’s where we move from God to the Devil; always look for that problem, the bit that does not fit in place and weed it out. It’s a lot of hard work. But, when every detail is in place and the puzzle comes together in a perfect fit, you have the perfect brand.

Written by Anthony Lopez
Edited by Sujatha Shankar Kumar
Graphic by Saumya Mittal
Layout by Ajay Sharma

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