I heart F.U.

When you think about it, a brand is basically a big fuck you. It’s a fortitude that can withstand the pressures of the world beating down your door. It’s a strength of self that’s greater than money and recognition. Because, if it’s true in principle that an effective brand inspires and captivates, in practice, it’s just as much about resisting temptation and sticking to your guns. When the world tells you to change, it’s the resolve to say fuck you.

Insecurity and neediness destroy brands. For every company that has the foresight to make a lasting and durable statement, there are dozens more whose visions erode until they become pure commodities. If inspiration and character are the hallmarks of successful companies, stamina is the day-to-day counterpart that lets them shine. Success is every bit as much perspiration as inspiration.

For example, let’s say you have a picture you just know the bride will love. And you know equally well it absolutely violates what you’re about. Shelve it. Or maybe you’re putting together your portfolio, and the voices in your head are telling you to include a bunch of generic crowd-pleasing shots to prove that you can shoot the same thing everyone else does. Forget it. It will weaken you. Or maybe some expert tells you to become more homogeneous, because what true high-end clients like or something to that effect. Hold your ground.

The formula is simple. The desire to say something has to exceed the desire to be liked. Never go for impressing people for its own sake. People don’t like what’s best. What’s best is what people like. And people like character. If history proves nothing else, it shows people are drawn to ferocity of vision, and if you never let that go, you’re a good way through to where you want to be.