Don’t take your brand prisoner

Don’t take your brand prisoner

Every so often I encounter company owners that have taken the words “brand management” and translated that into something that ultimately hurts a brand, particularly for a younger company. I can’t tell you how many times someone has told me they need to “protect the brand” when the brand is nothing more than a logo at that point. I recently almost got sued over this.

The definition of brand that I always turn to is that a brand creates a perception in the minds of the consumer that promises value. Especially for younger companies, a brand is organic. It is not born in the hard drive of a graphic designer – it is created in the mind of the consumer. And for that reason the brand needs to get out there and co-mingle with others of its kind. I’m not saying slap your logo all over the place. But don’t be afraid to let it out there so people can see it. Too often brand management fails because the company has decided what it should be, and taken it prisoner. Let your customers tell you. You might be pleasantly surprised.

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