Drive By Branding

I ran across this post (no pun intended to the image above) from fellow blogger Pam Moore, and thought it was so on target that you might enjoy its serious levity as well.
Brands, as we may both know, are not just logos – and they certainly aren’t built as quickly as a logo might be designed.  Beyond your company’s basic marketing platform, your brand represents the goals, objectives and unified identity that you want your customers and partners to be able to clearly identify and understand.  Great brand strategies have plans and purpose – just like great businesses have a business strategy for their products and services.

Definition of Brand:

A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity – it affects the personality of a product, company or service.

Pam Moore’s 15 Hints You are Guilty of Random Acts of

Branding (RABs)…  or what I like to call “Drive By Branding”:

1. You make midnight changes to your logo and launch the next morning on Facebook.

2. Your new logo does not match any of your other colors or fonts… yet you launch the lame  midnight logo anyway.

3. You leave a networking group and feel some competitive pressure, so you decide it’s time for a website overhaul which lead to the logo change.

4. You have no plan for your new website or logo overhaul.

5. You developed your new logo and/or brand elements in Powerpoint. You did a screen capture

of the image from Powerpoint because you don’t know how to create a .jpeg or .png file.

6. You have no idea how you are going to modify the rest of your brand elements to match your now launched but terrible logo.

7. You don’t know what to do with your ugly logo you launched. Nobody responded to the email asking for feedback.

8. You don’t really have good Adobe Photoshop or design skills yet you do all of your own graphic design work.

9. You have no formal training or real business experience on brand, marketing or design yet you do all of your own plus your clients design and brand work.

10. It doesn’t really bother you that all of the above is true. Your thought is “it’s just colors, people know what I can really do.”

11. You think it’s cool to be just like your competitors. You also figure it’s easy to copy them so why not do it.

12. You think your market will think you are the same as your competitors if you just copy/paste their experience and make it your own.

13. You think it would take too much time to put a real brand strategy together.

14. You think by copying your competitors brand people will think you’re just like them even if they double your experience, have twice the team and real branding skills.

15. I am annoying you with all of these statement because they are true. You want to think I am wrong, but you know deep down in your heart I am right.

Ok… let’s be honest.  Are you guilty of any of these villainous acts of branding?    Can you imagine how much time and money you might save by taking the task of branding seriously before you begin marketing or advertising your product or service?  We have branding process that works…every time if you’re in need of any help.


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