haha nice list… I agree. It was a good vent
10 Things I Hate About Branding
ONE:
Frankly it takes a lot of work to stay on top of my brand. If only I could just push a button like the Staples “Easy Button” ( which I have on my desk). I hate that I can’t!
TWO:
I hate having to remind businesses that their brand is more than their logo. I have every design shop and ad specialty shop to blame for the mis-information I guess. (I could be painting with big a brush too)
THREE:
I hate companies who don’t realize that branding is a top down initiative. Without the captain on board, who’s piloting the brand?
FOUR:
Just too many great books to read. I’m stuck on historical fiction right now and so slipping in books on branding is a tight fit – I hate that.
FIVE:
I hate those who confuse their brand message with their slogan. There is a difference. I guess since they are both important, I should be happy that they have anything.
SIX:
I hate followers. Why do some businesses still feel they must follow the leader in their category? A commenter to one of my articles recently lamented their displeasure at businesses who copy the leader’s image almost to the letter. Sheesh!
SEVEN:
I also hate people online who make the simple complicated in an attempt to screw a few dollars out of your pocket, only to reveal the obvious. If you see something online you want to get into, email the author – I’m sure they’ll help you.
EIGHT:
I love it when someone says, “Hey, you’re the branding guy!” I hate that it took so long.
NINE:
Sometimes I hate that consistency is worth so much to your brand. I get the itch like many of us to change things up a bit. BUT, my better judgement knows that that would diminish what I have achieved so far.
TEN:
Sometimes I hate focus groups when judging brand image. By their nature they look to criticize regardless if it is even necessary. Sometimes you just have to go with your gut. Was your brand built on consensus or instinct?
Thanks for letting me vent a small bit, I hate keeping it bottled up inside.
Author: Ed Roach (123 Articles)
For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I've had the pleasure of being interviewed in all media regarding branding small business, most recently in "America's Best" magazine and the "Christian Radio & Music Industry" trade magazine. I am available for speaking engagements and I have authored "The Reluctant Salesperson", an Introvert's Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level. I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a branding conference in Mumbai, India for next year. I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com Twitter: BrandCorral Facebook
18 comments - add yours
Chuck Reynolds
August 28, 2009
Steve
August 29, 2009
hi Ed,
Interesting point #10 about the ever popular “focus groups”. As you say, sometimes the herd mentality is just plain wrong, and you need to go with your gut. Other times, going with you gut (and taking the risk of bucking the trend) can be the entirely wrong decision.
Sure would be nice to have a Staples Easy Button when it came to making decisions! 
~ Steve (the trade show displays guy)
Executive Resume Writer
August 29, 2009
I laughed out loud. Perhaps you were having the same kind of day I was having yesterday? 
Good list. I know what you mean on a lot of them.
I hate that I just ordered 2 more books from Amazon on Branding when I’d rather be reading James Patterson, or some other suspense book.
I hate that I am certain of my brand, but then every once in a while, I question it.
Fun article. Nice to add to your vent.
Erin Kennedy
Professional Resume Services
Ed Roach
August 29, 2009
Sometimes we are worse than our clients eh? Thanks for your support.
Computer Repair St Pete
September 1, 2009
Interesting things. Branding is new for me. Thanks for information.
Internet Business
September 1, 2009
Loved your number 1 point. Branding is indeed, a long term process. It really takes time to inject good image of your company/brand to prospects and customers.
Ed Roach
September 1, 2009
That would be too easy now wouldn’t it?
Conrad Walton
September 2, 2009
Is it bad for the brand to change things a little bit? I keep refocusing a bit, not big changes, but as I learn, I figure things out and make changes to accommodate. Since I’ve heard somewhere that you are the branding guy, I thought you might know. Thanks!
Ed Roach
September 2, 2009
Tweaking is a good thing Conrad. Things I’d watch not to change much would be your brand image. It’s one thing your public sees repeatedly and it grows into an icon for you eventually. All brands evolve. You are doing exactly that – it’s healthy for your brand.
Musically me
September 3, 2009
It seems that a majority of what you hate about branding stems from clients’ lack of education on the practise
used tires
September 3, 2009
Yeah Branding is very difficult, sometimes even the hardest work can’t change a brand’s perception… and sometimes the hardest work against a brand can’t ding their shiny armor. Good thing my major right now is Finance and not marketing, hehe.
Till then,
Jean
Ed Roach
September 3, 2009
Hmmm. Thanks for pointing that out Musically – it never occured to me.
So I guess ‘Used Tires’, a strong brand has it’s pro’s and con’s depending on perspective.
Tony Alverio
September 4, 2009
Hey Ed,
Great post! I agree totally with you, I hate when people try to copy exactly their sponsor. I believe that each person should be genuine and unique in branding themselves.
Tony
Ed Roach
September 13, 2009
Thanks Tony, I appreciate your comment.
Tia Martinson
September 16, 2009
Thanks, Ed.
This is funny! I enjoyed your rant and I will pass this along!
Tia
Janine Gregor
September 17, 2009
Nice post.
How does one find an Easy Button icon to brand with the company name such as Staples did?
Janine
Ed Roach
September 22, 2009
Develop your own icon Janine. First come up with your own “Easy Process” that speaks to your own business and then give it a name and market it as your differentiator.
Branding Experts
November 13, 2009
great list – I can totally relate! … thanks for sharing
