To Brand or Not to Brand?
“To brand, or not to brand: That is the question…”
Whether ’tis nobler in the mind to suffer the slings and arrows of a saturated market, or to take arms against a sea of sameness, and by opposing, stand out.
Okay, so maybe Shakespeare wasn’t thinking about branding when he penned those famous words, but the dilemma is real – especially for entrepreneurs and leaders of scale-up businesses in the B2B space. And it’s more relevant than ever as we look at the trends that emerged from the 2024 Paris Olympics.
This year’s Olympics presented a contrasting approach to branding. The event itself was heavily branded, with iconic symbols like the Olympic flame taking centre stage. Yet, we also saw a shift among some big players towards a more subtle, culturally resonant approach – almost akin to the no-brand movement.
The anti-brand movement
The anti-brand or no-brand movement emerged as a reaction to consumerism and the dominance of global brands. It gained traction in the ‘90s, with brands like MUJI leading the charge by offering high-quality products with minimal packaging, no logos, and a focus on simplicity and functionality. The philosophy is rooted in the idea that products should speak for themselves, without the need for heavy branding or marketing.
Today, this has evolved, influencing not just retail but also how some businesses position themselves. The idea is to reject the conventional trappings of branding, offering a more genuine, understated presence in a world saturated with logos and advertising. However, in a competitive landscape, this strategy comes with its own set of challenges.
So should you boldly brand your business?
For many entrepreneurs, especially those who are “rebels with a cause,” branding is not an option – it’s a necessity. You’re not another ‘me-too’ business. You’re here to make a difference, to disrupt industries and push boundaries. In crowded marketplaces, standing out is crucial. But when your mission is to challenge the status quo there’s an added layer of complexity.
Changing the way people think – and subsequently behave – is no small feat. Even if you’ve got the best solution on the market, you’re often up against deeply ingrained habits, perceptions, and a natural resistance to change. People are wedded to the familiar, even when there’s a better alternative available. This makes your brand strategy all the more important.
Here’s why branding matters in this context:
- Differentiation: A powerful brand not only helps you stand out but signals to your audience that you’re offering something different, something that challenges their current way of thinking.
- Building trust: When you’re asking people to take a risk by adopting a new solution, trust is paramount. A cohesive brand builds credibility, reassuring your audience that they’re making the right choice by stepping into unfamiliar territory.
- Shaping perception: Your brand isn’t just about what you say – it’s about how you’re perceived. By actively shaping your brand, you shape how people perceive your new solutions.
- Controlling the narrative: A great brand enables you to guide the conversation, ensuring your values, mission, and unique value proposition are clearly communicated. Instead of letting the market or competitors define you, you define yourself.
- Creating emotional connections: People are more likely to change their behaviour when they feel an emotional connection to your brand or cause. Your brand helps you forge that connection, making your mission feel more personal and urgent to your audience.
For scale-up businesses with big claims, your identity is key to being heard in a noisy market. It’s about making a statement and showing the world who you are, what you stand for, and why they should reconsider their current way of thinking.
Or is it better to embrace the anti-brand movement?
On the flip side, some businesses are choosing to go against the grain. In an age where consumers are increasingly wary of being sold to, the anti-brand movement is gaining subscribers. These companies opt for minimalism, transparency, and a no-frills approach – letting their products or services speak for themselves.
This approach can be refreshing, raw, and seemingly more authentic. It’s about rejecting the slick, polished identities of big corporations and embracing something more grounded and real.
However, this path comes with its own set of challenges. By choosing to minimise your brand’s presence, you risk being misunderstood or failing to make a strong enough impact in a competitive market. The question then arises – does rejecting traditional branding actually help or hinder your business?
The ironic truth about branding
Here’s the catch: even if you choose not to brand, you still have a brand.
Whether you acknowledge it or not, your business creates a perception in the minds of your audience. The choice to reject branding is, in itself, a branding decision. It tells a story – it shapes how people see you.
For rebels and innovators, this might be appealing. But whether you choose a bold or subtle approach, the key lies in intentionality. By taking control of your brand’s narrative – through striking differentiation or understated minimalism – you ensure that the message your audience receives is the one you intend to send. Because at the end of the day, branding isn’t something you can avoid – it’s something you must choose to shape.
And, whether you differentiate boldly or stand apart by rejecting branding conventions, you’re still creating a brand.
The takeaway for B2B scale-ups
In the end, the decision to brand or not to brand boils down to your purpose. What are you trying to achieve? Who are you trying to reach? And what story do you want to tell?
Because branding isn’t just about logos or taglines. It’s about being – existing in a way that resonates with your audience. For scale-up businesses, especially those on a mission to create positive change, branding is more than a strategy – it’s a statement of existence.
So, to brand means to be. And when the business world is exploding with disruptors and innovators, making that choice is more important than ever.
