What is Brandomness?
Brandomness, is when the messages in a brand start getting fragmented and confusing. Leading to a messy and unfocussed identity.

Why should it be avoided?
Brandomeness should be avoided because you want to your identity to be strong and considered. If your identity becomes fragmented and messy, not only do you confuse people but you risk sending the message that you are mixed up and unfocussed.

How does it happen?
There are many ways it can occur. But generally it happens through lack of consideration of the whole. By working on details without regard to the big picture. For example if part of your brand is intimate black and white photography and you start using generic colour photography you start diluting your brand.

How is it avoided?
Brandomness can be avoided through careful consideration and an awareness that all the little things that make up your identity have an impact on the overall message you are sending.

Dealing with an attack of brandomness
If you feel or see an attack of brandomness coming it may be a sign that your brand is evolving. If this is the case then it may be time for a refresh of your brand. If this is managed well then brandomness can be transformed into a reinvigorated stronger more focussed identity. < back