How can there be a benefit to you (or your brand) contradicting itself?

Being aligned with yourself creates Order. Consistency. Reliability. Clarity. These are good things.

But contradictions create Quirk. Uniqueness. Rarity. Relatability. These can also be good things.

I love systems (reliable) in our work, yet enjoy card games for play (luck-based). Our work is deeply influenced by philosophy (wise), yet our visuals frequently feature cartoons (silly).

People (and the brands they represent) can’t be the same as everyone else and yet be different and memorable at the same time.

Please, bring order, consistency, reliability and clarity to your work. But don’t forget to bring your team’s unique quirks, the things that make you relatable to those you serve, that which makes you a rare match in their evaluations.