If no one hates what you're doing, you're playing it too safe.

I've seen this message repeated on IG and other platforms from branding & marketing studios. I’m sorry but I think this is bs.

At a high-level, I think the phrase is saying that brands should have a strong point of view. What I'm reacting to is the word “hate”. Branding isn’t just visuals, word choice is just as important.

Ironically, when brands phrase content like this, it does make me notice them more. I guess they’re practicing what they preach, but it feels dangerous when hate becomes the goal or measurement, rather than just a side effect.

And the only way to sense check if you’re reaching your goals or figure out what you’re measuring, is when you’ve taken the time to hash out what your goals actually are.

Your goals only make sense, once you know what your values and your mission is.

So when we’re sitting down together for our brand strategy workshop, or a client’s asking me if they really need brand strategy - the answer is yes.

You may not realise it, but you’re setting the magnetic centre of your brand and company when you answer these questions.

Maybe you don’t realise it because it’s difficult to see the link between values / mission to how it actually influences your branding on a day-to-day basis.

And maybe that’s because “values” is too rigid. Perhaps what we should be asking instead of is, what are your brand’s opinions?

And your barometer for success for your brand isn’t asking whether or not someone hates you, but asking how many people share your brand’s opinion.

At least, that’s my opinion.