In too many cases, what passes for branding is an outright crime leaving potentially great brands dead, lying face down in some alley.
And too often, it’s the “little things” that make the difference between being a must-have brand or being a wannabe.
Here are some of the common offenders:
- Decisiveness replaced by committees playing internal politics
- Originality replaced by copycat mentality
- Ingenuity replaced by “that’s the way we’ve always done it” strategies
“Doing ‘what we’ve always done’ isn’t a strategy for growth. It’s a death sentence.” David Brier
The Unusual Suspects
Complacency and laziness are the usual accomplices to lousy branding.
But what really constitutes lousy branding?
To clarify that, we have to define what Branding is.
The most succinct method I know to convey what branding is here in this short video (with over 305,000 views on YouTube):
What Passes for Most Branding is a Capital Offense
In short, branding must achieve a distinct point of differentiation.
Some relegate this to things “looking better” or “getting freshened up.”
That isn’t what transforms ordinary brands into great brands.
That is simply one more of those little mistakes. No, those are deadly.
Stop Killing Your Brand
What it comes down to is truly understanding that differentiation is one’s friend, and is what paves the way for great brands in today’s world.
And clichés are your mortal enemy.
So if you’re ever wondering what’s killing your brand, realize it’s the clichés and doing the same as everyone else:
- The same language.
- The same style.
- The same imagery.
- The same promises.
- The same “great” testimonials.
- The same tired channels.
- The same overused “distinctions.”
If your competitors are using them too, you’re losing the fight.
Because you and I have so many options that are just a swipe away or one search away, that failure to differentiate will leave us the victim and another statistic in the fight for customers, loyalty and growth.