Trick or Theme!
How to carve your best theme-o'-lantern
I’m lucky enough (and stubborn disciplined enough) to spend almost all of my society-designated work hours writing.
Sometimes I’m helping clients connect with customers. Sometimes plucking away at The Great American Novel. And sometimes composing these missives of musing that you’re reading right now.
So what is theme?
Theme is subtle, theme is bold. It does not worry, it does not doubt, it is not proud… theme rejoices with the Truth.
Why does theme matter? Because we like things to make sense…and theme makes things make sense, as you progress through any story.
Theme in fiction writing
This is probably where you’ve thought about “theme” in any official sense—back in English class, maybe. Theme in fiction runs the spherical-spectrum gamut; from major to minor, abstract to concrete, dialogue to structural, conceptual to characteristic.
Here’s a small example: In my novel, I have a character who’s a huge bird nerd. When she laughs—she chitters. Things that annoy her, ruffle her feathers. She doesn’t leave a place, she takes off. When she’s angry, it’s not a fist she raises—but a talon.
I keep it subtle and interspersed for the most part—but sometimes it allows me to identify the character in a busy situation, using just one choice word.
Theme in brand storytelling
In branding & marketing, good themework subliminally communicates authenticity, attention to detail, and consistency—and also helps your brand seem more alive & cohesive.
I’m building a new brand for an investment broker, revolving around octopus imagery—based on his key concept: 8 Limbs of Retirement Prosperity.
On the website, we won’t go overboard with the theme…but we’ll tie it in for maximal effect. Sometimes you won’t notice, but it’ll imprint subconsciously as Yes this makes sense. In other places we’ll use self-aware humor, to build trust and humanity and In-on-it-ness.
Instead of financial “buckets,” we may talk about filling your treasure chests. Brand villains might be sharks selling bad investment products. Where other investment brands might use an Olde Timey Newspaper font for stylistic highlights—we might choose one like pen ink (octopus, remember?)
I always tell clients: if you’re having fun, your audience is having fun—and then you have them.
Theme in life
Normally I don’t do things that require a dress code—but every year I look forward to my friend’s costume-mandatory Halloween Pinewood Derby Party.
The party itself is thematic, centering around the Derby race—which means guests have much more buy-in and tend to stick around longer, build more camaraderie, and show up on time (or skid in with no time to spare—sorry!)
Most people make cars that match their costumes; but often that just means the paintjob. Few are willing to trade speed for theme points, and I get it—who wouldn’t want their name carved in a plaque on that trophy for time immemorial?
That’s why next year I’m lobbying for a Special Shapes category…this is Balloonfiesta land, after all.
Theme vs time
Every year I vow to select and prepare my Halloween costume (and car) in advance. And every year I suddenly realize it’s mid-October and I have no clue what I’m dressing as.
This year was no exception. My cheapo car-kit was still in the box. We were too busy for anything more than a quick trip to the thriftshop. And the party was fast approaching…
The host always has a few extra cars on hand, from previous years…but that would be a violation of every value I hold dear. Even last-minute, I’d rather throw something together that’s my own, that cracks me up (if no one else)—even if it means losing every race I enter.
About 25 minutes before the party, I finally opened the kit I’d bought weeks ago—and split the wooden block lengthwise with my camping knife. Then we sloshed on some woodstain and let it dry (not enough, I’d find out later), while we put on our costumes.
At the party we glued on washers to make weight, and some fishing sinkers that stacked like cannonballs…and took our place in the bracket and mingled with friends, catching up and cheering on the races.
Walk The Plank was the slowest car there (officially, via losers bracket)—but by far the most memorable. Which to me is much more fun than winning the finish line…
As evidenced by previous years’ entries:
Why? Because theme makes everything more fun and meaningful.
Speaking of which—what were YOU for Halloween this year?