Be Careful about “Over-Branding”

There’s a great joke from an old Reader’s Digest magazine:  Cruising through Texas, a tourist asks a cattleman the name of his ranch. “It’s the Bar Seven, Double-O, Rocking J, Flying M,” said the rancher.  The tourist responded, “Do you have a lot of cattle?”  “Nope, he said. “Not too many survive the branding.”  It’s not that different in some organizations. Remember, branding is a tool to help you tell your story more effectively. It brings clarity to your message, and helps establish a strong identity in the minds of your customers, donors, or audience. But the truth is, if you don’t have a great product, or create original content, then all the branding in the world won’t help.

The greatest brand of all comes from having a powerful, compelling, and original product, organization, or idea.

This entry was posted on Monday, April 2nd, 2012 at 7:06 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

  • http://steveOnTheEdge.com Stephan Luke Gregoire

    This is something I’ve been thinking about myself, and it’s the first time I’ve heard it talked about. I think overbranding can in fact alienate you from your intended audience – the industry-perfect logo, materials, and ads might be far too snobby-looking for certain demographics, and they may want something a little more down-to-earth and relatable.