A word about branding for me on my website. Basically, I followed the theory that a brand is a story. My story is that I’m an occult investigator. For me, filling out the details of my brand entails thinking about what an occult investigator would do, and then doing it. Or at least that’s how I started out as an occult investigator - by thinking about what one would do. Now I don’t have to think about it before hand though, and I just do it. Because enough of the back-story has been laid down, and the world built, that I can just run around yelling, navigating through all the various particulars of my brand.

Following this train of thought, I liked what some of the people said about how a brand is a story that has a promise in it. I think if my story is occult investigator, then my promise is that you get to witness the fruits of my investigating and come along for the ride, to some extent, without actually going through the trouble of being an occult investigator yourself. Or, put another way, I promise to find a bunch of cool arcane shit, and tell you about it.

But then, there’s a very particular way that I go about fulfilling that promise: of telling you about cool arcane shit. I think that it has everything to do with tone of voice, & being very conversational about things that are very esoteric. Also, it has a lot to do with the sort of connections that I am interested in finding or making within information, because of my own personal interests, associative thought processes and organizational ability.

Something something something. It’s that time of night where I alternate between having really good thoughts, and just totally drawing a blank. Anyway, it might be fun to draw up some more ideas about my own personal “occult investigator” brand, maybe make it into an article, because it seems worth exploring.