Strategy & Marketing

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.

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One Comment

  1. 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.

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