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Every business aims to convey a message. It can be about their product, service, company history, advocacy, name it. But whatever it is, it’s all just part of the ever-bland word branding. Since this word has become abruptly popular amongst people who do business, who buy and purchase, and amongst students studying the depths of marketing, it now has become almost unappealing. Apparently, it is not about the word but on how business owners treat it.

Anything that is repeatedly and incessantly presented—however beautiful, alluring and splendid it may be—will still lose its grandeur as time passes by. Eat your favorite burger and fries combo for a month and surely, you’ll hate it for the rest of your life. Watch Jason Statham’s boring action films for two straight weeks and you will detest the concept of movie-going forever. The same goes with business owner’s treatment of branding. They have come to think of it as something unchangeable, something that is done repeatedly and something nonsense for the consumers.

Bland branding is like putting a business behind the shadows of your competitors. It is like giving away your loyal customers to them. It is like surrendering and giving up. It is like messing up your own brand.

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Even big brands like Pepsi, Gap, and Adidas have already rebranded. And they did it for one good reason: their consumers felt that their brand has turned into something awful, ineffective, and bland. Yet there are still hundreds of local businesses in America that can’t accept the fact that they need rebranding. Take a walk along the streets of your locality and you’ll see small kiosks to girlie bars to pachinkos, have signage, posters, and even exteriors warped from the 80’s. Open your TV and you will see that some ads can’t move on from the traditional McDonalds advertising style, and grab a paper and you’ll read how laughable old school taglines still linger in the advertisement section.

Branding becomes bland when the customer’s real needs are ignored and neglected

Although it is true the customers and consumers are the most important thing for every business owner, they are the most neglected as well. Once the brand acquires their trust, they tend to neglect the needs of their consumers, as if their success and their existence have nothing to do with them, as if they do not owe their success to them. And history can attest to this. There is a long list of big brands that has ended up shutting down just because of a simple branding mistake.

 

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