Get to the Po!nt

Freedom to Brand Fearlessly

In the most recent edition of Editorial Emergency, Simon Glickman and Julia Rubiner warn businesses against fear-based branding. Many clients approach the dynamic copywriting duo with requests for their signature wordplay and then second-guess the recommended strategy, worrying that the punchy copy might not appeal to the widest audience. Maybe, these clients wonder, we're better off going with something safe—like our competitors use.

But Glickman and Rubiner don't see the point. "Your competitor's site? Dullsville, daddy-o. They're trying to be all things to all people, so there's no telling who they really are." Among the "muddy biz-babble" the two dismiss:

• Highest quality


• Industry leader


• Commitment to excellence


• Years of experience


• Solutions-oriented

We defy the average visitor to recall a single phrase from such a dreary spiel," say Glickman and Rubiner. In order to achieve indelible branding, they continue, you must (a) clearly separate yourself from the pack, and (b) figure out who your ideal clients are and speak directly to them.
So fear not. If your target audience responds to an irreverent, edgy tone, for instance, be irreverent and edgy. Your branding might not appeal to the entire world, but it will appeal to your customers.

The Po!nt: "[T]hough you may feel you're just playing it safe, fear-based branding is actually toxic to the development of your brand," argues Glickman and Rubiner. "As the old saying goes, standing in the middle of the road only means you'll be hit by traffic in both directions."