WHEN BRANDS BECOME GENERIC: A TALE OF WARNING AND THREE WAYS TO MAKE YOUR BRAND YOURS AGAIN
Most people know by now that if you are going to start a business, have a product, or even make your dreams a reality that you need a brand.
When looking to build these brands people go to the brands they admire for inspiration. Somewhere along the way though, inspiration turns into impersonation unknowingly.
Once or twice, no big deal, but though we live in an age of lots of brands, few are iconic so the masses tend to draw inspiration from the icons.
This is how we end up with websites that all look like Apple or Kate Spade. We end up with website copy that uses the terms “authentic”, “strategic”, “transparent”, “safe space” and “strategy session.”
Because of the overuse in such design and vernacular choices, your audience can't discern you and your brand from anyone else. Everything blends together, eliminating any sense of urgency or usefulness.
The really bad thing is that this will never affect the icon brand. They have the money and resources to be constantly evolving- all the unintentional imitators do not.
So how can you not become an unseen, generic brand?
Here are 3 ways to make your brand powerful and you.
Write your stories
Write out your Soulfire™ not sure what your Soulfire™ is? (Click here) and Firebrand™ stories first. Don't get inspiration. Just be you.
2. Write about why you are the best.
Why is your product the best or what you are the best at.
3. Use the words your audience uses to describe you.
From written testimonials to how they speak about you and your product or service. Write it all down and circle the words or phrases that define YOU.
Now take everything you have learned in steps 1-3 and put it into your brand. Remove what you have now and add these words, phrases, and emotions into all elements of your brand: copy, website, pitches, and engagement.
Don't worry about what others are doing.
When your brand becomes generic you don't just lose you, you lose everything.
Be the lion and lead the pack.
TWEET IT OUT