Brand Boredom: A Marker of Marketing Genius
It’s a strange paradox that isn’t talked about enough in the glossy corridors of marketing agencies: if your own brand’s message is starting to bore you, you might just be on the path to success. It's a concept that feels wrong at first—after all, shouldn't we be our brand's biggest fan? But let's unpack why this boredom could actually be the gold star on your marketing report card.
The Echo Chamber Effect
Let’s break it down. You’ve crafted your marketing message with the precision of a Swiss watchmaker. You’ve tuned your brand’s voice so finely that it could sing in the Met. And now, you’re rolling out this masterpiece across every channel and touchpoint imaginable. But here’s the rub: while you’re orchestrating this symphony day in and day out, your audience is catching the tune in snippets, often in the midst of a cacophony of other competing messages.
Your message needs to be a familiar friend in the sea of advertising noise, and that means repetition – lots of it. It’s the difference between a one-hit-wonder and a timeless classic. The former may be exciting for a moment, but it’s the latter that becomes a staple on playlists for generations.
Consistency is King (and Queen)
The key to a successful brand strategy is consistency. Think of it like your favorite TV series; you tune in every week not for a different show, but because you want to see the next iteration of the story you’ve come to love. Your branding works the same way. It’s not about reinventing the wheel with every campaign; it’s about delivering a consistent message that resonates with your audience over time.
Now, here’s where the love-hate relationship with your brand comes in. You – yes, you, the marketer, the founder, the CEO – are on the front lines of this messaging every. single. day. You’re so close to it that you can’t help but become a bit desensitised. It’s natural. But remember, while you’re potentially getting weary of the message, your audience is just getting acquainted.
The Fine Line of Evolution
This is not to say that your brand should never evolve – it absolutely should! But there’s a fine line between evolution and revolution. Your audience builds a relationship with your brand over time, and just like any good relationship, it’s built on trust and familiarity. If you flip the script too soon or too often, you’re not giving your audience the chance to fall into step with you.
Think of Coca-Cola. Their branding has evolved over the decades, but always in a way that feels familiar. They aren’t reinventing their image; they’re refining it, ensuring it’s relevant but still recognisable.
Embrace the Fatigue
So, if you find yourself a bit tired of your marketing message, take a moment to celebrate. It means you’re being consistent, and that consistency is what’s going to help your brand message cut through the noise. It’s the consistent repetition that will help your message stick in the minds of your audience.
Of course, keep your eyes and ears open for genuine feedback. There's a difference between good “brand fatigue” and a message that truly isn’t resonating. The former is a sign of potential success, the latter of a strategy that needs reworking.
The Bottom Line
Your brand is not a fad diet that changes every week; it’s more akin to a staple food – it’s nourishing, dependable, and provides the necessary energy to your audience over time. It’s not about how tired you are of the message, but how energized your audience is becoming with each exposure.
So next time you feel that twinge of brand boredom, remind yourself that you're not the target audience – you’re the maestro. Keep conducting your brand symphony, and trust that, with consistency and time, your audience will not only recognize the tune but sing it back to you.