Brand recognition is great, but overbranding may create negative associations with your organization. If a company's brand feels excessive, that may not be a good thing.
What the Heck is Overbranding?
First things first, let's dive into what overbranding means. Overbranding happens when a company goes overboard, putting its brand into the world. They saturate the market with the company's logos, labels, products, advertisements, or presence. When they put too many brand-related elements out there, it can overwhelm their consumers.
Needless to say, overbranding happens when companies get carried away trying to make their audience remember them. It's too much, dare we say, gauche.
Care for an example? Overbranding is like meeting a dude named Paul who reminds you of his name at the beginning of every sentence. It's too much. If your company gives off Paul vibes, you're overbranding.
The Difference Between Overbranding and Repeat Exposure
In marketing, repeat exposure is an effective strategy. Repeat exposure is intentional repetition that reinforces brand awareness, enhances recall, and influences consumer behaviour. It's when a brand shows up in different places, reminding you about it in a friendly way. To successfully build recognition, trust, and familiarity, this strategy requires a delicate balance to avoid overexposure.
In contrast, overbranding is when a company tries too hard and shows up everywhere, almost like it's trying to grab your attention too forcefully. Instead of building positive brand recognition, these efforts may seem bothersome and annoying.
Overbranding's Impact on Your Customer
Instead of enhancing brand recognition and loyalty, overbranding may have an adverse effect.
Here are some common effects of overbranding:
Too much branding can feel overwhelming or make it difficult for customers to focus on your product or service.
It can create a negative perception; customers may see overbranding as desperate or intrusive, affecting their opinion of your brand.
Customers who feel bombarded may become irritated and purposefully avoid your brand.
It may create skepticism about your product or service quality, as these efforts seem more about self-promotion than delivering value.
When branding bothers your audience, it can drive consumers away and negatively impact sales.
Strike a Branding Balance
To avoid these negative impacts, marketers need to find the sweet spot between brand visibility and providing a positive customer experience.
Here are ways to be mindful of your branding efforts:
Listen to your customers to determine their needs so you can respond effectively. Use feedback to your advantage to build trust with your audience.
Be strategic and selective about where you want to show up for your audience.
Focus on quality over quantity. Exceptional content, products, and experiences stand on their own merit—no excessive branding required.
Lead with sincerity and reliable products and services. Companies that establish a trustworthy reputation gain a loyal following and better word-of-mouth advertising.
Stay true to what makes you unique and distinct.
Cut down on visual clutter in your logo and other visual elements.
Use clear, consistent messaging across all platforms.
Branding: Excess is not Success
Consumers want to feel good about engaging with your brand, not like they're making small talk with Paul at a party while they eye the exit. Overbranding can come across as smarmy and make for unpleasant interactions that make prospects moonwalk right out of your sales funnel.
Want to talk more about branding? Get in touch with Good to see how we can help you get your branding back on track.