Our rather controversial thoughts on “Brand”

1. It is meaningless

Ask five people in your company what the word “brand” means and you’ll get at least seven definitions. As such, the meaning of the word “brand” is completely diluted and lacking in concise meaning. That’s not helpful.

2. It confuses, defuses and abuses

One person in your compnay uses the word “brand” and another person interprest it differently, and then everything goes haywire. That’s expensive.

3. It becomes a tyrant

It becomes a mysterious entity with a mystical power that inhibits creativity, innovation and, often, humanity. In some companies, there are “brand police” who instill nothing but fear, around something that should be fun, something that everyone in the company explores, and something everyone loves. That’s counterproductive.

4. It diverts attention

People worry too much about things being “on brand” (whatever that means to them), rather then being relevant and emotionally important to what people want and need today. That’s self-defeating.

5. It commands resources

Depending on your company’s excepted definition of “brand,” it can spend a disproportionate amount of time and money simply “managing” the “brand,” rather than simply being what the “brand” is supposed to represent. That’s wasteful.

6. It substitutes for substance

When seen as superficial things such as logos and slogans, a “brand” doesn’t work hard enough to create substantial feelings and credible reasons why people should care about it. That’s a lost opportunity.

7. It is too easy to hide behind

Sadly, supporting and defending a “brand” is easier than solving the many inherent problems in getting your product, offering, service, and communications to matter to people. That’s a shame.

8. It is not the point

At its best, the word “brand” is a metaphor for a range of factors that add up to the way people think and care about your business, product or service; those factors are the point, not the word. That’s distracting.

9. It is a broken idea

“Brand” is a construct, a premise and a word that simply doesn’t work toward addressing what your business needs in today’s world, and particularly, to make it fit for the future. That’s misguided.

10. It is easy to banish

To refocus your people around what’s really important, simply tell them, “whenever you find yourself close to saying the ‘brand word,’ simply say exactly what you mean. If you’re talking about the logo, say “logo.” If you’re talking about the product, say “product.” If you’re talking about how people think and feel about your business, say “the way people think and feel.” That’s easy.