Why egotistical branding doesn’t work

Art is like masturbation. It is selfish and introverted and done for you and you alone. Design is like sex. There is someone else involved, their needs are just as important as your own, and if everything goes right, both parties are happy in the end.
— Colin Wright

Most people see Art & Design as one discipline and in all fairness they do cross over. I however have always separated art and design as two different things. It’s something I learned to separate when designing professionally.

I find that the same definition above applies to my experiences with branding. Some want to create their brand like a piece of “art”. It’s self-indulgent and selfish, concentrating purely on their own desires rather than the customers. It leaves the business owner happy in terms of ego but not in terms of marketing, services or profit.

Soon enough they realise that creating a brand as a “design”, is a much better method to branding because it focuses and shares the brand between the business and customer, enabling them to create a relationship and reap the rewards of that relationship.

It may be an odd way to describe it but it is a common pitfall that I’ve found with startups where their ego plays a big part in branding their business.

Is your business brand for you, or your customers?

Are you an artist or a designer? 🙂

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