10 Things Great Brands Are Not

by Kelly Hobkirk

When I tell new acquaintances I do branding, they often think it means I make up fictional stories to bamboozle unsuspecting minds into falling for fake value, because somehow that is the reputation this industry has managed to build. We have never worked that way. Train of Thought is all about crafting real, compelling, true stories with which people relate because there is real alignment and harmony. That’s been our focus since day one, yet this approach is not universal in graphic design or advertising.

Ever hear of spin in PR and advertising? That’s most likely where design gets the reputation of faking fabulousness in the service of sales. I’d like to set the record straight. Thus, here is a list of 10 things great brands are not:

1. Fiction
2. Image
3. One-sided projection
4. Empty
5. Innocuous
6. Unimportant
7. Outdated
8. Cliche
9. Predictable
10. Pointless

Bonus Not: Lacking integrity.

If your brand is any of the above, it may not be performing to potential. If that’s the case, try shoring it up, or try something new.

Posted by Kelly Hobkirk • October 9, 2016 • Tags: ,,