Branding Guidelines and Constraints

When I think of the branding, I think less is more. There are many different ways one can look at branding. They can consider it to be the companies Logo or the quality of an item. Branding can go as far as a company’s reputation in society. While companies have to be careful that they stay within their core business, many companies are branching out so much that there original core business is getting lost in translation.

Companies like Burger King and KFC had to learn how to use constraints. Burger King went from being known for burgers to sales, hot dogs, tacos, bean burgers, turkey burgers, mac and cheese bites, Cheetos chicken fries and sliders(www.Burgerking.com). While KFC went from being known for fried chicken to think thin, marketing their grilled chicken. They use to sale a fried chicken pizza that did not go over well with consumers. Currently they are in the process of discontinuing their grilled chicken. I think these two companies are excellent options to show how impossible it can be for comping to use constraints in competing in markets.

Often times it is best for companies to stick with what they know. However, we know that if you are not easily adaptable to change, you may get left out in the cold, or no longer be relevant. Too often the branding rules and guidelines tend to get in the way of creativity and thinking outside of the box. While companies may be willing to allow a person or a team to “think outside the box.” If the marketing plan or branding promotion is not successful, you may find yourself without a job!

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