10 Things I Hate About Branding

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!

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)

I hate companies who don’t realize that branding is a top down initiative. Without the captain on board, who’s piloting the brand?

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.

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.

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!

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.

I love it when someone says, “Hey, you’re the branding guy!” I hate that it took so long.

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.

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

Ed Roach

For more than 30 years, I have worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiates them from their competition. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. I consult predominantly with businesses facilitating my proprietary branding process. This branding process effectively focuses a company's brand delivering a positioning strategy that can be taken to their marketplace.

I have international speaking experience and am the author of "101 Branding Tips," Practical advice for your brand that you can use today. I'm also a "expert panellist" with Bob Proctor (from The Secret)'s Matrixx Events in Toronto.

I have been interviewed in all media and I also blog extensively and uses the digital realm on the web to connect and promote my services world-wide.

I have international speaking experience including a recent event in Prague, in the Czech Republic and is the author of "101 Branding Tips," Practical advice for your brand that you can use today, the book is available on Amazon.com and the Amazon Kindle store.

My clients are from Canada, The United States, Ukraine, India, United Arab Emirates and Tanzania.

I recently facilitated a workshop in San Diego aimed at teaching Graphic Design companies how to build brands for their customers.


  1. raspberry ketones says:

    You have described all in a decent way.Your post is very good.

  2. Branding is very important in any businesses that’s why business people should think on every effective ways to develop and improve their branding.

  3. Wah, apparently, a lot of things that you hate ed. 🙂

  4. I need to buy an easy button too.
    Hate when people confuse their brand with themselves.  When potential customers reject your brand, they are not rejecting you.

  5. MichielVersteeg says:

    I find point nine a very tempting one. Sometimes refreshing changes appear to be attractive and are tempting, even thought they may end you costing you lots of missed sales. I guess I learned this the hard way.

  6. I love your honesty in this post, Ed! Branding is often the forgotten step child that comes back and bites you in the rear if ignored Lol

    • @Kola “The Forgotten step child” – you couldn’t have said that better Kola. I’d venture to guess that 99% of businesses ignore what branding truly is and are feeling the negatives that this breeds. Thanks for your opinion.

  7. web designer in uk says:

    And i appreciate you MR.Ed Roach u r doing a fantastic work God bless you and give u everything whatever you want… Regards

  8. As a new business owner and blogger i am ashamed to admit that i was guilty of number 6 which is copy the leader till the full stop. I think most people do this because they believe that if it works for them it will most definitely work again with a different name. I realized that they have mastered that particular focus with which they are following and copy them only made it harder for me because i couldn’t understand why they chose specific things on their site leaving me in the dark

    • @Blogillitis Blog Exactly BB. You can’t possibly mimic their success BECAUSE you are not them. You might get some level of success, but in the end you are reminding your customers of them not you as you have no unique identity. Find what resonates with you audience and strive to exploit that.