I have a strong opinion on the worst thing a brand can be. What do you think it is?
A lot of things may have come to mind as you consider this question. Some of the worst things a brand can be are:
- Dishonest
- Repulsive
- Inconsistent
- Uneducated
- Controversial
Yes, all of the above can equal brand disaster. But I believe the absolute worst thing a brand can be is...
Boring.
A brand that is boring may as well not exist. With any of the other brand “sins” listed in the bulleted list above, none are as fatal as being boring, dull, and uninspired.
Because if you're anything but boring, you'll at least incite passion or outrage or fascination or wonder. Some will despise your brand, but others will be excited by it. The point is, that you'll make your audience FEEL a certain way. Even the most scandalous brands make their mark, for better or for worse.
But if your brand is boring and you're playing it *too* safe, the world is going to scroll on by.
How do you find the right balance between boring and bold?
➡ Use visuals to convey the passion behind your brand.
➡ Identify your brand’s core values and communicate them loudly.
➡ Have a distinct point of view and don’t be afraid to share it.
When brands boldly allow their originality and uniqueness to show through their content, inspiring things happen. Find your vision and your voice, and show up unapologetically.
