Are you branding in a box?
What does that even mean? I am glad you asked.
If you have yet to pay as close attention to trends in branding and marketing as I have been over the past few decades, social media has dramatically shifted how businesses promote themselves and present their brand to customers. Branding used to follow the expression "build it, and they will come." Meaning customers just need to know about your brand, and they will shop. It's an approach based on repetition: hit them over the head enough times, and they will choose based on name recognition. Big companies with established brand loyalty, like Coca-Cola, could take the lazy route of bland in-your-face ads. It didn't matter what they were saying; it mattered more that they were always in your periphery. The rule was to be consistent and not stray from the strict visual markers that made up the visual brand identity: logo, colors, and visuals. Consistency reigned supreme over creativity.
Then came rule breakers like Apple with its Think Different and Dove's True Beauty campaigns. These progressive and aspirational messages spotlighted corporate innovation and company values. They inspired customers to join a movement and buy into the brand culture. The brand became a status symbol, a reflection of your interests and beliefs.
However, consumers got wiser as social media entered the playing field and dollars moved away from TV and print advertising. Through collective insight and increased awareness, consumers could start to see behind the veil, seeking transparency and honesty. Today, a brand must follow through with its messaging and live up to its values; you must "practice what you preach." Apple and Dove have since faced backlash for their manufacturing practices (Apple) and surface-level inclusivity (Dove). Cancel culture is all the rage, and a brand's reputation is more important than ever.
We live in the age of social media influencers, shifting from informative content and information on platforms like TikTok and Instagram to entertainment and consumption. This trend includes the rise of video reels, podcasts, and YouTube. Who doesn't have a podcast these days? But what does this mean for branders? If you are still practicing logo-centric branding practices, such as being everywhere all the time for visibility's sake, and if you cannot back up your brand message with truth and transparency, you are wasting money and branding in a box. This box represents all the old ways of branding, which have since become outdated in the social age.
Today's consumers want your brand to be genuine, authentic, connected, and unpolished. They want to see "behind the scenes" in your personal life. They want to know your product, be able to trust you, and vet your product for quality. Are you credible, relatable, and compassionate? They don't just buy for convenience or price; they buy from you to become associated with your beliefs and values and engage in a shared experience through your brand. They want a brand that invites community and celebrates diversity. Your brand should share why you can help your clients or customers live a more full and meaningful life. With endless places to buy now on the internet, you must give your audience an emotional reason to click "add to cart."
How do you get away from branding in the box?
You turn your box into a home. A place where you are clear on what matters to you, full of purpose and meaning, a place you can always return to, but also a place to venture away from and engage with the real world. Branding today is about inviting people into your home but also allowing them to help shape what it looks like. Influencers (or anyone who purchases from you) become ambassadors to your brand. If you have a clear purpose, these loyal fans can help spread your message, but they will do so with their personality and twist.
Branding outside the box means letting go of a belief in consistency and rigidity. In today's world, you can't control your brand, but you can stay true to your values and sense of integrity to provide the glue that holds together your identity. It matters less about where you are promoting your brand and more about who you are in your brand. Your brand is an outward expression of your inner state. This release of traditional branding rules can be incredibly freeing. Branding outside the box means embracing self-expression, originality, and creativity. You are allowed to experiment; you are allowed to change your mind; you are allowed to break the mold. You must be honest, however, and ensure your brand reflects your purpose and beliefs.
