Brand Messaging: One Of These Things Sounds A Lot Like The Other!
One of the first rules of branding I learned was you don’t use words everyone else is using. But in a world where it feels like everything has been said already, expressing one’s self can feel polarizing when you don’t know how to identify where ripping off another brand starts and ends.
So here are 3 scenarios to help you measure if you’re toeing the line, crossed it, or just plain delusional as it relates to brand theft.
Scenario #1: Coming up with a brand message that’s already out there, unbeknownst to you!
When I first started my business in 2017, I knew very little about how the online world works. So I would be in awe of anyone who said something that (to me) felt like they were mind readers.
My thinking at the time since I didn’t have those superpowers? Put in the work to get there. I had a huge notebook where I wrote down situations my clients were in and what I said that helped reform their concept. But when it came to writing content and creating copy out of that, the learning curve was pretty steep, but it also contributed to building my confidence in how I’m inspired at times.
‘Don’t be afraid of being social on “social” media’ jumped out of me one night observing my clients bending over backwards to reply to comments on social media after hours and hearing the reasons for their social anxiety.
My perspective? ‘I’m not obligated to be at anyone’s beck and call. I still stand by that. It's not that serious, I can get back to you at a time of my choosing.
The boldness of that message stirred so much conversation amongst people in the same situation as my clients.
I wish I could credit my research skills for the results I got, but sometimes ideas just come to me like that and unbeknownst to me, it’s an SEO phrase. My work-around explaining how it happens? I don’t! I just let the clients experience it. I’ve had a client refer to it as “a gift”, the branding industry calls it “an original touch” or “putting your own spin”. All I remember is riding the ‘trend train’ wasn’t what was in the tank that night — sparking change in a specific type of person I do business with, that’s what was fueling me.
This isn’t the same as…
Scenario #2: Tweaking another brand’s message to claim it as your own for money!
There is an ancient breed that does this. The thought is to be like whoever they’re attempting to rip off — there’s nothing new under the sun, remember?
The problem is too many people are confusing perverting someone’s thoughts and ideas — whoops, I mean, paraphrasing with inspiration.
- Inspiration vs Plagiarism: The meaning behind your voice makes it inspired and 100% authentic. But associating a fixed expression with you, for eg: “I always say SOMEONE ELSE’S IDEA”, “I always tell my clients SOMEONE ELSE’S IDEA” to be regarded as another brand; to acquire their results, even if you tweaked a word or a letter, that’s still copying; plagiarism; infringing on the original brand’s trademark rights.
Read: What is Plagiarism and How to Avoid It?
When the question is ‘How can I line my pockets?’ instead of ‘How can I be of value?’ you steal. That said, addressing people who do this (even when you have proof) wouldn’t reform their bad behavior! In fact, they’ll double down on the deception by dismantling your reality through the very evidence you present.
Textbook gaslighting according to Dr. Ramani.
“So, how do you protect your brand on social media and online?”
Here is what you can start with to track and report brand theft
- Use Hubspot for a detailed breakdown of who uses your website and how they’re using it
- Use TWIPLA if you want recordings of your end-user’s behavior
- Use Facebook copyright and trademark violation report if the offense was made on Facebook
- Use YouTube copyright removal if the offense is online
- Turn to Let’s talk IP for strategic advice on protecting your brand in Trinidad and Tobago
OK, right now you’re probably thinking, what about…
Scenario #3: People who use “my” words
…People use my words every day and I move along.
You can’t own a word.
-Attorney-at-law Akilah Phillip
CEO of Let’s Talk Intellectual Property
Even if you invented a word, you can’t claim it as your word that no one else can use unless you develop a business around the use of the word. In addition, trying to pass off gibberish as something of value to equate yourself with victims of scenario #2 is not how you establish a brand’s message. Neither is being a slickricky.
Too many local founders cut corners when it comes to understanding their target audience which is why disinformation around what a brand’s message is exists. Toddlers make up words all the time, do we consider that brand messaging? No, because it doesn’t influence our perception of them on a purchasing level in any way.
Read: What Is A “No Cock N Bull” Brand Message?
In conclusion, if you’re trying to stand out to your ideal clients through your brand’s message but you’ve always wondered if your approach was right or wrong. I hope the circumstances of the 3 scenarios listed above brings clarity to your situation. And should the lines of ethics fall on you in unpleasant places, reach out to TheBrandTUB for help with your branding.
I am the Founder and Visual Brand Strategist at The BrandTUB
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