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21.02.2007 | Does Branding = Boring?

I've long disliked the word "branding" altogether. I hope it goes out of date soon, in fact I believe it already has. At best, it just has too much of a ring of singed flesh and lowing cattle to it. At worst, it smacks of brainwashing an unsuspecting consumer. And for a communications firm, working on branded clients' projects using the same prescribed fonts, graphics, and layouts over and over can cause extreme drowsiness.

But for better or worse, let's use the word for now. It's part of the corporate vocabulary and has earned its spot in the boardroom.

Branding can jeopardize your company's appeal when the branding guidelines are too rigid. A brand has to have personality, including the ability to step out of line, be independent, and occasionally even acknowledge its flaws. A big-brother-like control of the brand by its creators and owners is not advisable because that can stifle creativity.

Think of your brand from your employees' perspective, for example. Do they feel they have to fall in line, can not be themselves and can not bring their unique qualities to your business, just because they must save "corporate face" at all times? Do they fear for their career chances or their very jobs if they dissent in any way? Note that there is a difference between negativism and honest, deeply felt disagreement. A good employer should provide opportunities for its employees to let off steam, voice disagreement, and offer constructive criticism, as well as suggestions for change. And more than that, it should listen, and be willing to change itself in response, or at least conduct an ongoing discussion.

For a communications firm such as ours, this approach translates into breaking out of the grid once in a while when we work on a branded campaign. It means stretching the brand in a new dimension to avoid flatness and routine. It means speaking in a different voice to be heard all over again (and we're not just talking about inhaling helium).

Has your company been speaking in one voice for too long? Maybe it's time to boldly move in a new direction. Remember that in order to be a leader you have to go there first.