07 Feb 10 Personal Branding – Coming up with a personal business card

Recently I found myself wishing I had a personal business card. It is unusual because I have various business personas for the work I do, but with some of the overseas government work I have been involved in, it is easier for them to buy into an individual, no matter where they come from, than an organisation from another country.

I may never get these printed, but the idea has driven me to think it through and there is probably a white paper waiting to happen at a more general level. In any event, if it never gets printed, at least it has a home here.

Once I started thinking about this I came up with the design shown. As with all designs, I don’t like to over-rationalise it – you hope it will speak for itself. But, briefly, being able to pull out the syllable ‘id’ from my first name, David, is handy. The id is the uninhibited and creative part of the brain. I am a creatively driven designer – I place emphsis on the psychology of design and usability in my work. So a psychological term referencing creativity is a bit of a godsend. The notion of a card being a kind of identity of I.D. is not lost on me either. For those that don’t get the rest of it, the card is my ID.

On the counter side, my surname, Yates, provides the opportunity to pick out the word ‘Yes’. The single most positive term in the language. And all that you want to put across: ‘I can do this’; ‘this is possible’; ‘all is good’; ‘Yesss! what a result’.

I like this for other reasons. I read once that John Lennnon first met Yoko Ono at an art exhibition. The central exhibit was a work of hers with a ladder in the centre of the room. At the top of the ladder was a magnifying glass and very small word painted on the ceiling. When you climbed the ladder, and looked at the word through the magnifying glass, it simply said, “Yes”.

I can’t say I like her music much and I don’t know anything about her art, but this resonates with me, as clearly it did with John Lennon.

So in a nutshell this is all about being creatively positive and so am I.