When branding becomes tricky

Photo by Etienne Girardet on Unsplash

We all know branding is the process of etching a company’s products or services in the customers’ minds. For example, the following company or product pitches are from three multinational empires. Can you do the match? (Clue Bosch, Siemens, and IBM.)

Digitalization is transforming the backbone of our economies. With our technologies, we are helping our customers accelerate their digital transformations, reinvent their companies and industries, and become more sustainable.

We discover, design, and develop advanced information technology and translate that into value for our clients through consulting services.

We develop solutions designed to ease and enhance daily life — it’s what we call technology “invented for life.” By challenging the drive to innovate, we’re already writing the code to make tomorrow a better place to live.

Looking at a company or product pitch, these are up there. However, these monsters’ offerings are so complex that capturing them within a sentence or two is challenging. Therefore, without context, it is impossible to know them apart.

On the other hand, let us look at the following three:

We are creating a world where anyone can belong anywhere, and we are focused on creating an end-to-end travel platform that will handle every part of your trip.

We are a tech company that connects the physical and digital worlds to help make movement happen at the tap of a button. Because we believe in a world where movement should be accessible, you can move and earn safely in a sustainable way for our planet.

Our products empower more than 3 billion people worldwide to share ideas, offer support and make a difference.

I probably don’t need to give a clue. Although these companies are incredibly focused, they are unicorns in their own right.

Bottom Line: The more complex your offering, the more difficult it is to create sticking power with your branding strategy.




Founder, entrepreneur and introvert. Daily blogger and lover of everything agile. www.quiet-entrepreneur.com

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Thys Cronje

Thys Cronje

Founder, entrepreneur and introvert. Daily blogger and lover of everything agile. www.quiet-entrepreneur.com

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