The redesign of the Diva Marketing Blog has prompted a discussion centered on the question who owns a brand?
So who owns the Diva Marketing brand? Is it Toby, or is it her readers?
And who gets to decide what the brand is?
As an example of how differently Tobyâ€™s brand is viewed, some of the comments ask for more â€œgirlieâ€ elements to be added, some ask that they be taken away. Some find the colour palette too fashion-oriented for a Diva, some find it too playful. Some readers have taken the word â€œDivaâ€ to mean fah-bulous and some have taken it to mean difficult. Thatâ€™s a pretty significant difference.
One of the things I’ve said in this blog is that I don’t blog to brand myself, to create a brand from my name. At some point branding does happen (either on purpose or by accident… I hope) and the question is: who owns the brand?
Ownership of your brand is vital. You brand exists as a mental model in the minds of your audience (no where else!). As it is, you have only limited control as to what goes into that model. Personally, I think thereâ€™s too much time and effort at stake to leave so much of it to chance.
I don’t really have anything insightful to add to this, just thought the conversation was interesting enough to point out.
3 thoughts on “do I own this brand?”
Thanks for joining in on the conversation.
Yes, it sure is an interesting thread. Like you, I didn’t set out to create a brand. Quite a surprise to learn how people perceived Diva Marketing. Actually that people had strong feels was even more surprising. But nice.
We’ll see what happens when Peter’s design is launched.