Branding is the process of translating brand strategy into visual elements where people get to know a company and decide whether they want to do business with it. Because of that, it’s arguably one of the most important tasks you’ll ever undertake. Ideally, branding works like a fisherman baiting a hook, casting a line, and reeling in a fish, it piques interest and draws people in as customers.
But sometimes branding goes wrong. Very wrong. And when it does, the metaphor shifts quickly from peaceful fishing to full-blown shark attacks.
So how do you avoid the sharks?
You’ve got a bucket of bait and a fishing pole, and you’re ready to cast your line. But how can you be sure the waters you’ve chosen are safe? The truth is, there are no absolute guarantees. Even the calmest waters can surprise you. Still, there are ways to reduce the risk. That’s why clarity about who you are matters before you cast the line.
First, do the research before you set out. Skipping this step can lead to serious embarrassment, as the makers of the Lolita Midsleeper Combi learned in 2008 when they attempted to market a bedroom suite for young girls. Claiming they were unaware of the infamous novel Lolita (or its film adaptations), they were quickly met with public backlash from parenting groups over the name alone.
Next, examine your campaign from every angle. You can’t control every association your product or message may trigger, but you can take the time to anticipate how it might be interpreted. Doing so can reduce the risk of unintended consequences once your message is out in the world. Nestlé learned this the hard way when it posted an image of a bear playing drums with Kit Kat bars on Facebook, only to discover that the bear closely resembled Pedobear, a notorious internet symbol. The post didn’t last long.
Finally, don’t taunt the sharks. Yes, attracting attention matters, and a bit of edge can help. But there’s a line. If you want to avoid trouble, know where that line is, and don’t cross it. Abercrombie & Fitch learned this lesson in 2002 when it released a line of thong underwear printed with phrases like “Eye Candy” and “Wink Wink,” marketed in sizes intended for young girls. The explanation that the designs were meant to be playful rang hollow.
If you’ve done your research, pressure-tested your ideas, and avoided deliberately provoking the sharks, what’s next? Simple, grab a hat, apply some sunscreen, and enjoy the fishing.
Need help planning your own branding “fishing expedition”? Contact us. We’re very good at avoiding sharks.
