My Biggest Branding Blunders
I've f'd up more times than I care to admit.Ciao Ragazzi, another post going out to my full list. You’re welcome.
As Melissa and I embark on becoming homeowners for the first time (what a process it is 🤯), there are so many emotions being stirred and to be honest, I’m using this time to look inward and reflect.
There's an old (but probably new) saying that comes to mind: "The only mistake in branding is the one you don't learn from."
Over the years, I've made my fair share of blunders, stumbling through missteps and miscalculations. Looking back, I realize these experiences have been instrumental in shaping me into the branding expert I am today.
Curious as to what some of them are? Keep reading.
Paying For Fonts That Were Unreadable
In the pursuit of uniqueness and standing out, I once paid a hefty sum for a font that seemed innovative, quirky, and distinct. It looked absolutely stunning and avant-garde on the drawing board but translating it into the practical application was another story.
The text in that font turned out to be unreadable on the web. While it did garner some attention (mainly by my designer friends) it was more of confusion than appreciation.
This taught me a crucial lesson: while it’s essential to be distinct, readability should always be a priority when choosing a font. Aesthetics are vital, but not at the expense of functionality.
Today, I strike a balance by considering fonts that are unique, yet clear, concise, and accessible to all audiences.
As I get older, the term “aging eyes” become more and more part of my everyday vocabulary.
Recommending Colors Based On Fads
Following trends is part and parcel of branding. But getting carried away and blindly chasing fads is where I went wrong. I remember recommending color palettes solely based on their trendiness, not considering their long-term impact or relevance to the brand's core identity.
Sure they were a cool start-up, but their audience? Not as cool.
What seemed like a hip and vibrant color choice at the time quickly lost its appeal when the trend faded away. This was a harsh reminder that although trends are important, the branding colors chosen should primarily reflect the brand’s personality, message, and target audience, rather than being solely reliant on fleeting fashion.
Being Too Aspirational in Messaging
In the eagerness to inspire and motivate, I once crafted brand messaging that was overly ambitious.
While aspiration in branding is a powerful tool, it needs to be grounded in reality to maintain credibility. The overly lofty language failed to resonate with our audience because it felt distant and unattainable, leading to disconnection rather than engagement.
The lesson here was simple yet profound: Aspirational messaging must be grounded in authenticity and achievable goals.
It should inspire your audience, but it also needs to be relatable and within the realm of their realities.
Diving Deep Into a Subjective Strategic Territory
In the early years of my branding journey, I remember formulating a strategy that was far too subjective. Based too much on what I felt to be true, not what their audience felt to be true.
While it’s important to have a personal connection and passion for your work, basing strategies on personal preferences rather than objective data can lead to a disconnect with the target audience. It comes off as tone-deaf.
The brand message ended up appealing to a narrow group that shared my personal tastes, rather than the broad audience we were aiming for.
I learned that data-driven, objective decision-making is crucial in strategy development. Personal input can add a creative spark, but it should not be the sole driving force behind strategic decisions.
Lessons Learned
Each of these mistakes served as a profound learning experience, teaching me valuable lessons about the delicate balance between creativity, strategy, and functionality in branding. They helped me realize that effective branding is about more than just aesthetic appeal; it's about readability, relevance, authenticity, and objectivity.
So, here's to learning from our mistakes and moving forward, one branding blunder at a time. It's these missteps that have made me better at what I do, and I wouldn't trade these experiences for anything. Because in the grand scheme of things, they weren't just mistakes - they were opportunities for growth.
✌️ Steven
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