Don’t Overcook Your Brand

Most of us select a bottle of wine because we like the way the label looks.

Apple products are typically not the most efficient and certainly are not the most economical.

Are Nike shoes really the best performers?

None of this matters for most consumers. The brand means something to them, and they buy less on features and more on what the brand communicates to them. Customers are often much more irrational in their purchasing behaviors than we’d like to believe.

So why do so many communicators fall into the trap of trying to make sure every customer knows every possible thing about them?

Control: there is a temptation to believe that the more I tell you — and the more specifically I tell you — the more I can control the outcome.

Fear: fear the customer will miss a detail that would have otherwise convinced them to buy.
Doubt: doubt a brand can do the hard work of connecting with more than a customer’s comprehension.
Fatigue: exhaustion from trying to get an organization to do something remarkable, and watching as great ideas of the past are butchered time and time again.
Preservation: once success has been attained within an organization, few have the stomach to take risks — especially creative ones.
Beauty, elegance, mystery, drama, intrigue, curiosity. All of these require some risk — and along with it — some question still worth finding an answer to.