Photo by Andrew Liu on Unsplash

Why do some businesses thrive with subpar branding while other beautifully designed brands suffer?

Before you get all hot and bothered, let me explain.

I’ve worked with businesses that have thrived for years before approaching me, despite a lacklustre logo and web presence.

And I’ve also seen businesses close down after just 3 years, despite having an (subjectively) amazing visual brand identity.

So does that mean that branding is, in fact, useless? Of no value whatsoever? Overrated?

Yes, and no. Here are 3 things to consider.

Branding to business mismatch

Like I previously shared before, a wonderful visual brand identity is not going to save you if your business model, product and/or service are subpar.

And whether or not you have ‘great branding’ won’t help you keep the doors open.

20 percent of businesses fail within the first year and 50 percent fail within the first five years.

And I can tell you that the reason they fail is seldom poor branding.

Just look at early AirBnb. By all measures, judging their early branding efforts alone (especially their visual brand elements) should have rendered the business fruitless.

Quick brand experience sidebar

I’ve recently dealt with an online platform (with pleasant branding) where you’re able to book from a selection of mechanics online that come to you.

I’ve ordered a battery replacement, and ever since then my car has been malfunctioning.

Apparently, with newer cars fitted from ‘head to toe’ with electronics a genuine car battery should be fitted (i.e. Volvo, Mercedes etc).

Asking for a refund, the brand I dealt with referenced me agreeing to a 20 page doc and an aftermarket battery.

That may be so. But did I also agree to subpar outcomes and unhelpful service? Certainly not.

And do you think the business will last long, unless they rethink their policies? Not sure.

Leave a Reply

Your email address will not be published. Required fields are marked *