Bitesize Branding
What does it say when so many brands sound the same?

This is part of my bitesize branding posts, a series of super-short exercises designed to help you get a grip on your brand’s voice.

What does it say when tens of thousands of companies are saying the same things about themselves?

 

When you write like everybody else and act like everybody else, you’re saying “our products are like everybody else’s too”

 

Jason Fried, CEO @ Basecamp

Jason Fried wrote this almost 10 years ago, but I’m not sure that his main point (that too many brands say almost exactly the same things) is any less true today. ⠀

Take a look around, and I bet you’ll see your favourite coffee shop describing their offerings as ‘artisanal’ and ‘handcrafted’, your favourite craft brewery describing themselves as ‘rebellious’, ‘passionate’ or ‘dedicated to the craft of making good beer’ and so on…⠀

So, does your brand’s voice stand out from the crowd or does it just blend in with the competition? ⠀

How much of what you’re saying is also quietly telling your customers (and would-be customers): ‘our products are like everybody else’s’?⠀

Here’s a super-quick test you can do to find out:⠀

✂️ Copy and paste some text from your brand’s website and from two or three competitors’ sites into a document. ⠀

❌ Go through and anonymise the text (remove any product names, brand names or locations…) ⠀

🕵️ Ask a colleague or friend to see if they can tell which one belongs to your brand. ⠀

If your friend can immediately spot your brand, Bob’s your uncle!⠀

If not (or if they have to take an educated guess) you might want to think about ways to make your brand’s voice a little more distinctive!

And psssstt… There are tonnes of tips in my 5-part email course! 👇