Am I overreacting?

We’ve all been through it before. We come across a personal issue, over-analyze the situation, and then respond with an unnecessary reaction (whoops…). Well, the same thing can happen to brands. We call it, over-branding. And it happens to the best of us…

Over-branding

Over-branding often occurs when a company recognizes an issue, tries to resolve the issue, but reacts excessively.  To Netflix, this sounds all too familiar. Due to a rapid decline in stock prices, Netflix announced it was going to split its services into two brands:  Netflix and Qwikster. Good move? Ask Netflix. After assessing the situation a bit more (and hearing the public’s reaction), the company “qwikly” learned that two brands aren’t always better than one. Shortly after the split was announced, Netflix decided to terminate Qwikster before its launch. Better late than never.

Sometimes over-branding might occur for reasons that aren’t as clear. We are all familiar with Comcast’s rebranding as XFINITY. Looking back, it’s difficult to determine a clear motive for the rebrand. As one of the most successful media tech companies in the U.S., Comcast was (and is) a popular household name. Over its long history Comcast developed a strong and positive public image, so why would a company want to move away from a name that held an immeasurable amount of equity? And it is evident the rebranding effort has confused a number of customers. One of the FAQs on XFINITY’s website asks, “What makes XFINITY different from the service I currently receive from Comcast?” Good question.

Moral

Everyone can agree that branding is crucial for the success of a business. But it’s even more crucial to make sure it is done correctly. Here are a couple of things to consider when developing your brand:

• Keep it simple. A common obstacle with branding is over-complication (see examples above). As a brand advocate, it’s easy to get caught up in the intricacies of your brand – many companies want every detail to be showcased. Be sure to prioritize when addressing your audience. It’s important to keep things consistent, clear and concise.
• Seek out a pair of fresh eyes. Strong brands have passionate employees who often times see things through a company lens.  It is always important to get a third-party’s opinion – someone unbiased, trustworthy and knowledgeable.
• Think it through. Over-branding is often a result of rushed decisions. A new brand name, design and/or strategy is something that will touch every piece of your business. Take time to make sure your decisions make sense from every angle.