It's easy to notice when you've cut yourself in the kitchen or by scratching against something you didn't intend to. You know it happened because blood starting to pour out from the place of the interaction. It's easy.
What happens when you start bleeding and you don't know why? Or when there is another form of pain in your body that isn't normal and unprecedented? You have a couple options: you could self-diagnose and hope your assumptions turn out ok, or you could go to the doctor and get a professional consultation. Surface-level problems are easy, deep problems are harder to spot and infinitely more costly.
Branding problems are rarely surface level, like a scratch or cut from a chef's knife. Branding problems are ethereal and hard to decipher, even harder to connect to the surface-level symptoms they produce. In the same way a doctor, who has run into medical problems for years and is trained to ask targeted questions, branding experts use experience and training to unearth the real problem.
Now I can hear you saying, "I know a good logo when I see one," congratulations. You still aren't sure why yours sucks and how to fix it. Shit, if asked, it's unlikely that you can even define branding in a succinct, easy-to-understand way. It takes courage to admit that. The same courage that admits you aren't a sushi chef, auto mechanic, or plumber, it's just not something you've taken the time to gain expertise in.
Back to our initial analogy, "I'm bleeding." Don't be surprised if the branding issue is deeper than what's on the surface. Cuts go deep, sometimes you can't even see them, thoughnthey are tearing your insides apart. Be it in the form of harsh rejections from investors, feeling like your company is without purpose, or doubting the integrity of this company that you have spent days, even years trying to grow. Bravely look inward and tend to your wounds, and if you're having trouble finding the cause, ask for help.
Rebellion in its purest form is the willingness to go right when everyone else goes left. Meaning, it is an intentional effort to be different from everyone else. Developing a recognizable, bold brand is contingent upon this. What's not always clear though are the tactics used to intentionally differentiate your brand from your competitors.
Ugggghhhhh, research? C'mon man, I thought branding was supposed to be fun? Branding is fun and the best way to ensure it's fun is to do it right. You must know what is already out there within your market to see how you measure up. If you all look and sound exactly the same, this makes it insanely difficult for consumers to make a buying decision. The research doesn't have to be extensive either, especially if you can't afford the time. But you could at the very least do this:
Research your top 7 competitors via their website and social accounts. Ask yourself these three questions:
What do I feel when going through their marketing? List out all the adjectives you can (encouraged, empowered, bold, safe, clean, edgy, rustic, modern, etc.) or if you don't feel anything, write that down too.
Who do I think would buy this product/service? Be specific, write down the person's sex, age, economic status, occupation, etc. if a competitor seems like they are trying to appeal to everyone, write that down.
What is missing? These could be emotional qualities, different tiers in quality or price, or a missing offering that would be useful to the consumer.
With all of this information, you can now assess where the weak points are in the market. For example, if all of your competitors gravitate toward a male audience, perhaps there is a chance to be female-centric. If they all charge a low price, there is an opportunity for a high price, high-quality offering. At the very least, if all of them act the same, there is an opportunity to be different at an emotional level.
Creche le créneau
French for "fill the void." Somewhere in your research is a gaping hole that no one has filled yet. Be it emotionally, quality of goods, accessibility, or catering to a specific user, if something is missing, there is an opportunity. If you can find a hole that fits the purpose and vision of your business, you've got the foundations of a rebellious brand.
You stare at a wrinkly grey wall from one inch away. You can see every porous cavity, every abrasion, every molecule, but you cannot see the whole thing.
Is it cement? Is it brick? You don't know. Why? Because you cannot see the whole thing in context, you can only see tiny details.
You move back five feet and realize you were staring at an elephant. What's the point?
Details are important in branding, but failing to provide context is a recipe for confusing customers. You need to give them a bigger picture first instead of bombarding them with details like price, features, etc.