Creativity Magazine

10 Telltale Signs Of A Comb-Over Brand

By Mrstrongest @mrstrongarm

10 Telltale Signs Of A Comb-Over Brandblank vertical space, 32 pixels highWhy do comb-overs make us shake our heads and snicker?blank vertical space, 16 pixels high

Because someone’s faking it. They’re not comfortable with themselves, so we’re not comfortable with them.

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We want to say: Be yourself. Don’t spend time on something that looks bad and doesn’t work.

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Brands do comb-overs, too. Here are 10 telltale signs of a comb-over brand:

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1. They use stock photos because they’re “good enough.”

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Even though they’re generic. Even though people yawn and scroll past them. Even though other companies use the same photos.

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2. They use jargon that might be misunderstood. You have to speak the customer’s language, not your own.

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You win people over by being human and likable, not technocratic and remote.

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3. They try to “fit in.” They take their cue from other brands. They say the same things other brands say. This is one of the harder comb-overs to spot.

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Why? Because brands that play it “safe” don’t get noticed at all.

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4. They steer clear of humor. They think it makes them look unprofessional. They don’t understand that humor is more than telling jokes. It’s doing business with a smile and a light touch. It gets people to lower their shields.

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Clive James said it best: “Common sense and a sense of humor are the same thing, moving at different speeds. A sense of humor is just common sense, dancing. Those who lack humor are without judgment and should be trusted with nothing.”

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5. They let analytics and efficiency define their scope. Analytics and efficiency are both good things, but they encourage “safe” marketing: repeating what’s already worked, spending as little as possible.

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To get noticed, brands need to take risks. Effective marketing can create customers.

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6. They stand for… a good product or service– and that’s all. It’s not enough to set you apart. People today are bombarded with choice and competing truths.

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A brand’s “truth” (philosophy) can help it stand out and attract customers.

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7. They think there are only so many ways to tell a story. There’s always a fresh way. And that’s a good thing because times change, and brand stories need to be refreshed and retold.

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That’s why it pays to hire collaborators who can see the stories with fresh eyes.

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8. They believe in detail-stuffing: always cram as much information as possible into posts and infographics. Bad mistake. If it’s not eye-friendly, people will scroll by.

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Less is more (read Lincoln’s Gettysburg Address). White space is your friend. Think long, write short.

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9. They rely on “influencers” to create all their buzz. Sure, influencers are nice-to-have. Any brand would be glad to have an industry expert or “thought leader” give them a shout-out.

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But the most credible testimonials come from advocates— satisfied customers. And happy employees are some of the best brand advocates a company can have.

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