The “safe” choice for your rebrand actually holds a ton of risk

Courageously choosing a brand that sets you apart is not easy. Even if your stakeholders agree that it’s time for a bold change, there still might be the feeling of being unsure how it will be received.

Will our audience hate it? Will it be too out there? You might weigh the options of spending on focus groups. You might present the new brand concept to your board or investors to get their feedback. You show it to a broader internal group to get feedback. Everyone has an opinion. Some absolutely love it. Some are impartial. Others want to see what alternative options there were that lead you to this choice.  

Caution: This is where dangerous decisions are made. 

In some instances, in business and relationship building, it’s great to compromise. It’s great to meet in the middle, find common ground and please as many people as possible. In other instances, it waters down strong approaches. Chris Voss champions this concept in Never Split the Difference.

When it comes to branding, the truth is, you don’t need everyone to love it. You need a group that loves it. You need a loyal following that will help spread your brand organically. You don’t need everyone to be on board. If they “love” it, it will be because they relate to what you’re trying to do. They will be excited that you “get them.” This is true internally too. Employees that grab on to your brand will help your business grow much faster than employees who “are fine with it.”

As the old marketing adage goes, “appeal to everyone and appeal to no one.” If we’re taking stock of the risks of growing a business, “appealing to no one” should be high on your list of pitfalls to avoid.  

Tl;dr

If you compromise and settle on a brand strategy or visual identity that is safe… it will inspire no one. Instead of a core audience who organically promotes your brand because they strongly relate to it, you’ll have a larger number of people feeling mediocre about your brand… and that’s the riskiest move you can make.

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Chiao Huang

Chiao Huang

Brand Designer

Crafting unique experiences through design.

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Positive Attitude & Go Getter
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Kygo
  •  I grew up in a scuba diving family. I cried underwater when I failed my test when I was 10. Getting water out of your mask is one of the test categories. Yes, I got my license in the end.
    • I used to train to ride horses. One time, I got stepped on by a horse and I screamed, but forgot to push it away. My toe was ok tho.
    • Used to want to be a fine art artist but instead doing murals as side hustle nowadays.

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Emma O'Regan

Emma O'Regan

Graphic Designer

Turns clients’ visions into designs that are creative, cohesive and compelling while keeping all the little details in mind.

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Caring & Methodical
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This Must Be the Place

Talking Heads
  • Gets excited about nicely designed labels, cheap sunglasses, and new book smell
  • Youngest of 3, with a big gap between the oldest and me, my go-to revenge was stealing one shoe. Not the pair, just one.
  • Drawn to design because of the power in visual communication

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