By Axle Davids, CEO & Brand Technologist, Distility Branding
This scam is by far the biggest of all Brand Scams and leads to the worst brands of all.
The typical story is a client who needs a branding deliverable like a website or lead generation campaign. They ask their internal resource or a vendor to do a logo, tagline, or “figure out our brand” while they are at it.
The vendor may be well intentioned but ignorant about brand analysis, strategy or standards. They may be overconfident, a branding wannabe who figures that since they have worked “on a brand” they are capable of creating one. Or they may be cynical, preferring to avoid the heavy thinking and collaboration of brand analysis and brand strategy, and just get a billable deliverable out the door.
But the real person to blame here is the buyer. If you still think branding is just a logo, or a slogan, or a brainstorm, you are kickin’ it old- school – and not in a cool retro way.