3 Sins of Branding

I am a branding expert.  My credentials speak for themselves. I was asked a question over the weekend by a peer in the public relations field. The question had to do with the theory that there is never a bad review or such a thing as negative press.  My peer wanted to know if there are, in fact, branding sins. Well, the answer is YES!

There is such a thing as negative press.  It will impact your media value and that is a bad, bad thing.   The first branding sin is constant change. Some of the biggest brands in the world change to keep up with trends and the times but they are subtle and not noticeable.  Constant major changes to your logo, your image, your website – these all look like acts of desperation within the media realm. Avoid these pitfalls if you can.

Another sin is a constant change in PR staff. I know many clients who don’t obtain immediate fame and are on to another “bigger and better” publicity firm every couple of months. Well, why wouldn’t they obtain traction and press? Not only are they going to obtain a reputation as difficult, but they are going to be seen as looking for someone to create fame on their behalf instead of earning it. No respectable PR firm wants a client like this.

Finally, the last branding sin I see far too often is the non-authentic brand.  For example, made pop stars don’t last because they are molded, not born.  People who portray their image through photos but can’t deliver on products or within interviews will never do a well-created brand justice. This is why it is a sin. Your brand should amplify what your product is or who you already are. If you are trying to be something you are not, and build a brand around it, you’re dead in the water. You may obtain a few pieces of press here and there but nothing that will sustain a career!

Until next time,

Coco the CEO