Tension: required for effective brand

Two recent experiences have started me thinking again about brand uniqueness and familiarity.

Both clients resorted to an informal "market research" poll to determine if a unique brand concept was "meaningful".

In both cases, the results were obvious: friends and associates went with the familiar rather than the unique.

This type of research is usually instigated because the entrepreneurs are not comfortable with a fresh  concept. They, too are seeking comfort just as intensely as they are novelty. Comfort often wins out at the expense of a differentiated brand, so the brand never raises above the static. But one unstated goal is met:no one is offended or challenged.

Commonality has never generated buzz.

Novelty in face of conformity produces tension, and if there's anything that produces buzz it's tension.

So a little discomfort in the branding process is both healthy and effective. Go for it!

Martin Jelsema

Signature Strategies
Helping smaller companies profit from the power of branding.

www.signaturestrategies.biz