Stop Over-Branding Your Business
There's a subtle line between compelling and repulsiveCiao Ragazzi,
Creativity can be a brand killer because it often leads to creating more noise and clutter than is necessary.
Most small businesses, start-ups, and non-profits are running extremely lean with limited resources, time, and money, and when you add in the fact that so many organizations are over-branding with regard to design, messaging, and brand extensions, the chances of diluting the brand increase exponentially, making it incredibly hard to manage and scale.
It’s a fine line between repulsive and compelling.
So, why are you making it harder on your organization by over-branding?
The truth is, over-branding is a common phenomenon. This happens when organizations excessively promote their brand and try to be ‘cute’ with naming hierarchy, design systems, and product lines that add to the confusion.
This can lead to negative consequences.
Over-branding
So, here are 5 points that describe the subtle line between compelling and repulsive when it comes to over-branding:
1. Compelling Branding
Compelling branding tells a story that resonates with the audience and creates a unique identity that distinguishes the brand from its competitors.
Over-branding, on the other hand, bombards consumers with excessive branding, creating a negative association with the brand.
One brand that has successfully created a unique identity and tells a story that resonates with its audience is Apple. Apple's branding is simple and clean, with a focus on design and user experience. The brand message is consistent across all touchpoints, and it creates a clear distinction from its competitors.
In contrast, a brand like Pepsi has been criticized for over-branding, with its logo appearing in every possible place, including on straws, cups, and even pizzas. When you factor in their portfolio of brands and you look at how Tropicana has at a minimum, 16 different varieties, it makes you ask WTF.
2. Good Branding Strategy
A good branding strategy is based on the principle of less is more.
Over-branding often leads to confusion and dilutes the brand message, making it less effective.
Nike is a great example of a brand that has effectively used the "less is more" approach in its branding. Its iconic "swoosh" logo is instantly recognizable, and the brand message is simple and direct, "Just Do It." This minimalistic approach has helped Nike establish a strong emotional connection with its customers.
McDonald's, on the other hand, has been criticized for trying every branding tactic under the sun and creating more noise than actual good food. But with the global success of McDonald’s, I can’t help but think maybe their ‘secret sauce’ is found within the clown that is Ronald. 🤡
3. Authentic and Trustworthy Brand
Consumers are more likely to be drawn to a brand that is authentic and trustworthy.
Over-branding can create a sense of insincerity and erode trust with consumers, leading to negative long-term effects on brand equity.
Patagonia is a great example of a brand that has built trust with its customers through authentic branding. The brand's commitment to sustainability, ethical manufacturing, and environmental activism is woven into its brand messaging and marketing efforts. This has helped the brand establish a loyal customer base that values the company's principles and authenticity.
Now let’s look at a brand like Volkswagen. Following in the wake of its diesel emissions scandal, they have been criticized as insincere and tone-deaf and had to work extremely hard to regain some of their brand equity which ultimately was lost.
4. Subtle and Understated Branding
Subtle and understated branding can be more effective in creating a lasting impression on consumers.
Over-branding can be overwhelming, leading to consumers tuning out and ultimately disengaging with the brand.
Coca-Cola is a great example of a brand that has created a lasting impression with subtle branding. The brand's iconic red and white color scheme and classic logo are instantly recognizable, yet the brand has managed to avoid over-branding by focusing on creating emotional connections with its customers through storytelling and targeted marketing efforts. But don’t get me wrong, Coca-Cola sits on the fringe with their product portfolio, but considering they invented the modern-day Santa, I guess we owe them a huge thanks. 🎅
A brand that is not understated is Red Bull, which has been criticized for over-branding, with its logo appearing on everything from extreme sports events to video games to music festivals. Have they done a good job at it? Yes. But it also helps that their product helped to launch and redefine the energy drink market equating to billions of dollars in sales.
5. Building Relationships with Consumers
Brands that focus on building relationships with consumers through meaningful engagement and providing value are more likely to succeed in the long run.
Over-branding distracts from this goal and can be seen as self-centered rather than customer centric.
Dollar Shave Club is a great example of a brand that has successfully built relationships with its customers through meaningful engagement and value. The brand's irreverent marketing campaigns and subscription-based model have helped it establish a loyal customer base that values the convenience and affordability of its products.
In contrast, Abercrombie & Fitch's over-branding efforts, including hiring models to stand outside their stores and their at-times nauseating scents emanating from their stores have been criticized as self-centered and out of touch with their customers' needs.
After reading this, is your business or organization struggling with over-branding and needing an outside point of view to align all your marketing touchpoints?
This is where I come in. To help you win in the most effective and efficient way possible while building a brand that is loved by your audience.
Want to work together? CLICK HERE.
✌️ Steven