Embracing Risk: Creating a Memorable Brand

by Benj Miller | Sep 5, 2023

We often hear about consistency and reliability when it comes to branding. But what about risk? Can a brand truly stand out by embracing the uncertain and the unexpected? The answer is absolutely yes.

Risk can be the thing that makes your brand memorable and relevant to your audience.

Here are a few ways you can do that:

1. Be Bold.

Bold decisions in branding, whether in design, messaging, or product, grab attention and pique curiosity. When you dare to be different, you invite consumers to look closer, to engage, and to remember.

Consider the iconic “Just Do It” campaign by Nike. It was a risky move to align a sports brand with a slogan so simple yet profound. However, it paid off and made Nike a global phenomenon. 

2. Be authentic and vulnerable.

Brands that acknowledge their vulnerabilities and challenges can create a deeper connection with their audience. This is all about showing your human side.

3. Evolve with the times.

The business landscape is ever-changing, and brands that resist adapting to new trends and technologies risk becoming obsolete. Embracing risk means being willing to evolve. It means being open to trying new strategies, entering new markets, or adopting emerging technologies.

A classic example here is Apple. From computers to smartphones, smartwatches, and more, Apple consistently takes risks by pushing the boundaries of technology. Their willingness to innovate and adapt has kept them at the forefront of the tech industry.

4. Build emotional connections.

When a brand takes a stand, it can evoke strong emotions in consumers. While this approach can be polarizing, it can also lead to powerful connections with like-minded individuals who share the brand’s values. Align your brand with a cause you believe in that identifies with your core values.

A touch of unpredictability can make your brand unforgettable. A surprising marketing campaign or product launch can generate buzz and leave a lasting impression.

Brands that dare to embrace risk stand out by being different. While not every risk will pay off, the ones that do have the potential to transform a brand from ordinary to extraordinary. Dare to be different, and the world (or rather, your audience) will take notice.