Why Your Brand Needs To Stop Playing Safe (And How To Fix It!)
Rant on a Stick: Stop Being Vanilla and Start Branding Like You Mean It!
Let’s face it—blending in is boring. If your brand looks like every other business out there, you’re doing it wrong. Branding isn’t just about slapping a logo on a website and calling it a day. It’s about creating an identity that’s so distinct, that people can’t help but remember you. But too many small businesses fall into the trap of playing it safe, choosing the path of least resistance, and in turn, creating a brand that’s utterly forgettable.
So, how do you stop playing it safe and start branding like you mean it?
Here’s the truth: if you want your brand to stand out, you need to embrace what makes you unique. Don’t just follow trends—set them. A great brand doesn’t try to appeal to everyone; it knows who it is, what it stands for, and who it’s for.
Here’s how you can start branding with intention:
Know Your Why
What’s the driving force behind your business? What problem are you solving, and why should people care? Your brand should reflect your core values and mission. If your business is all about sustainability, don’t just say it—show it in every aspect of your branding, from your packaging to your website design.
Patagonia is a great example of a brand that knows its “why.” Their commitment to environmental sustainability is at the heart of everything they do, from their product designs to their activism. They don’t just talk about sustainability—they live it, and their brand identity is unmistakably tied to that mission.
Differentiate Yourself
What makes you different from your competitors? What’s your unique selling point? Identify it and make it the cornerstone of your branding. If every coffee shop in town uses the same earthy tones and minimalist logos, go bold with vibrant colors and a quirky, hand-drawn logo that tells a story.
Let’s talk about the Dollar Shave Club. This brand has differentiated itself in a crowded market by offering a simple, affordable subscription service with a no-nonsense brand voice. Their humorous and irreverent marketing set them apart from the traditional razor brands, helping them to quickly build a loyal customer base.
Create a Consistent Voice
Your brand voice is how you communicate with your audience. It should be consistent across all platforms and reflect your brand’s personality. If your brand is playful and light-hearted, your social media posts, email newsletters, and even your customer service interactions should reflect that tone.
Wendy’s, anyone? This fast food chain has mastered the art of a consistent, snarky brand voice on social media. Their X account (formerly known as Twitter) in particular, is famous for its witty and sometimes savage responses. This consistency in tone has made Wendy’s a standout on social media and helped them connect with a younger audience.
Be Authentic
People can spot a fake a mile away. Your brand should be an authentic reflection of who you are and what you stand for. Don’t try to be something you’re not—it’s exhausting and unsustainable. If your brand is all about artisanal craftsmanship, don’t cut corners by outsourcing production to a factory that churns out mass-produced goods.
Ben & Jerry’s is a brand that everyone recognizes and has always stayed true to its roots. They are outspoken on social and political issues, and they integrate their values into their business practices. This authenticity has built a strong and loyal customer base that believes in what the brand stands for.
Remember, your brand is the face of your business. It’s the first thing people see and the last thing they’ll remember. Don’t settle for mediocrity—brand yourself with intention and create something that’s truly unforgettable.
