Genericity is a brand killer

Over the years, we've seen dozens of identical video ads where the final scene could feature a logo from a bank, energy drink, or gas station, with the audience unable to discern any difference. The most common response to 'What is a brand?' is 'Something recognizable.' For it to be recognizable, however, it must stand out from the rest. All of us who work in marketing and branding, after reading these two sentences, will probably comment, 'No sh*t, Sherlock.'

At the same time, a good number of us will continue to write slogans like “Always here for you,” “Your first choice,” or “Your loyal friend,” which, if removed from the banner and placed in a regular Word document, could simultaneously serve as slogans for an insurance company, a butcher's shop, or a pet store. Over the years, we’ve seen dozens of identical video ads alternating between dynamic business people with takeout coffee, energetic outdoor enthusiasts, teenagers on skateboards, and tattooed urban youth. All were followed by messages of the type “Take the first step,” “Make your dreams come true.” The logo in the last shot could easily be a logo from a bank, energy drink, or gas station, with the audience unable to discern any difference. This is because we've accustomed the audience to brand communication through general messages.

Generic messages have only one advantage: they are safe. They are considered safe because, without any comments, there will also be no negative feedback. However, they are safe only for the one who devises them and for the one who approves them. They are deadly for the brand because, as we agreed at the beginning, the very establishment of a brand is predicated on its recognition among others. Brand conformism leads to a loss of distinctiveness, resulting in a brand's alignment with others that also play it safe.

Therefore, any brand communication must aim to reinforce its recognition by pointing to at least one of the following three aspects: the brand’s unique competitive advantages, its distinctive values, or facets of the brand’s personality that are unique to it alone. All else amounts to overpriced brand awareness efforts that fail to contribute to actual brand equity. That is, communication that will remind people that the brand exists, but not why the brand exists.