The benefits of branding are well-known, but the disadvantages are often overlooked. Business owners invest a lot of time and effort into the design and marketing of their brands. A strong brand name can easily be remembered. However, cost remains a barrier to branding.

A lot of costs are involved in developing and promoting a brand (hiring a designer, printing new business cards/letterheads, etc). Aside from these, intangible downsides exist that you should be aware of, including the following:

Impersonal: Many branded businesses struggle to get the “hearts and minds” of their customers. They lose their personal touches because they are now catering to a larger market. In addition, a poorly implemented strategy can lead to a feeling that your business is losing its touch.

Fixed Image: Once you think of a branding image, it is important to stick to it. Although advantageous over the short- and even medium-term, this inflexibility may become a hindrance once you want to expand. That’s the reason why global companies develop different brands for different niches. If the brand becomes too big, it may hinder your ability to sell products. For example, a renowned soap brand will find it hard to sell condiments to its present customers.

Timescale: It is generally accepted that people need to see a brand at least three times before your message penetrates their consciousnesses. This need is costly and may involve a significant amount of time before it takes effect.

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