This week has been a whirlwind of thoughts. Mainly it has been a week of thinking about creativity. The death of a very creative thinker, Steve Jobs, has again brought this topic to the forefront.
I have been recently thinking about branding. Branding needs to communicate in a nutshell who and what you are about. You would think branding needs to be creative, but I am finding that in some cases we are afraid to brand outside of the box due to already established conceptions about certain establishments.
I have been hoping to be invited to speak about this topic since I have been doing research on the brands of symphony orchestras. After sampling through the brands of over 50 organizations world wide, I find the established norms for branding have won out over creative branding. Only 9 (maybe 10) orchestras stood out as a different kind of brand. The rest of the symphony orchestras, if you were to block out the name of the organization and ask which symphony this was, you wouldn’t have the slightest clue. The logos, the photos, the marketing jargon are all basically the same. Your mainstream audiences will find you easily, but your new audiences may continue to ignore you easily.
In a world where there is so much of so much, wouldn’t you want your brand to be creative? Wouldn’t you want your brand to stand out? Yet, most of the organizations and artists will play it safe due to already established norms. Is this helping or hurting our arts industry?
Sure, the standard established brand will automatically let people know that you are what you are. It’s been what is expected of you for decades. If you really want success though and to be buzz worthy, wouldn’t it be better to stand out and have a brand that is inspiring, original, clever and out of the mainstream box?
What do you think?
Cheers to happy and loyal audiences,
Audience Development Specialists
“Never treat your audience as customers, always as partners.”