The Dangers of Random “Branding for Branding’s Sake”
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I see all too often in the world of business: the trap of random branding. Trust me, I’ve been there, and it’s not a fun place to be. As a business owner, you naturally want everyone to know about your company. Making a splash in your local community and getting your name out there is essential. But here’s the thing—just throwing money at branding activities without a plan can backfire big time.
In the very first chapter of my book, The Far Beyond Marketing Guidebook, I dive into this issue. I compare the typical “ram-it-down-your-throat” approach to branding to a doctor jamming a tongue depressor into your mouth. It’s uncomfortable, right? That’s exactly how people feel when they’re bombarded with your brand from every angle without any rhyme or reason. They start to feel overwhelmed and annoyed, and that’s not the impression you want to leave.
A lot of entrepreneurs fall into the trap of thinking, “If I plaster my business name everywhere, people will call me, and I’ll get new customers.” So, they jump at every local branding opportunity that comes their way—sponsoring little league teams, signing up for random online listings, joining shared mail campaigns. But let me tell you, this scattershot approach is not the answer.
The real issue here is the lack of a strategic, organized plan. It’s like trying to build a car by randomly buying parts without knowing what you need or where you’re going. You end up with a jumbled mess instead of a well-oiled marketing machine.
While it’s true that local branding awareness is essential, doing it without a plan is a recipe for frustration. Without a cohesive strategy, you can’t track what’s working, understand why customers are calling, or make data-driven decisions to optimize your efforts. Your business success remains out of your control.
So, what's the better approach?
Instead of randomly slapping your logo everywhere, focus on consistent, high-quality branding efforts. Create a brand standard guide to ensure everything looks and feels cohesive. Invest in high-quality vehicle signage—think of them as “rolling billboards.” And always include clear calls-to-action that guide potential customers on what to do next.
Branding for branding’s sake might seem like a quick fix, but it’s an outdated and ineffective strategy. By taking a strategic, intentional approach, you’ll make the most of your marketing budget and see much better results.
Don’t let your hard-earned money go to waste. Let’s be smart about our branding efforts and make sure every dollar counts. At Far Beyond Marketing, we’re here to help you create a strategic, cohesive branding plan that delivers real results. Ready to transform your approach to branding? Contact us today and let’s get started on making your business stand out for all the right reasons.
Amber Gaige
A second-generation entrepreneur, a certified StoryBrand Guide, and an outside of the box marketing strategist.
Contact us today at www.FarBeyondMarketing.com
and let’s turn your branding dollars into a success story!!
