More Brand, Less You: Why Business Owners Need to Disassociate from Their Brands
2 weeks ago Joseph Wilson 0
In the land of Zuckerburg, Musk, and Spiegel it is easy to think up the person associated with the brand that they built. While there seemed to be no drawback to this at the start we—and more importantly—they know differently now. If you think back to even the sixties small brands and businesses were usually carried by the reputation of their owners.
At the time, this was something that everyone adhered to. In today’s day and age, being too close to the brand you build can actually be something that is wholly negative for the brand owner. Today, we wanted to discuss why business owners need to disassociate themselves from their brand if they could.
What is Brand Disassociation?
This is when the owner is not intrinsically tied to the brand that they have created. You can think of it a innovation safety net. For example, the person who created poker is not necessarily tied up to the thing that they created.
As history at the time was rather unrecorded, it is fully unknown if this was something they had chosen to do willingly or incidentally.
When a business owner is disassociated from their brands, they get to enjoy certain perks. Like:
When a brand really blows up and becomes popular, the intense media scrutiny blows up as well. People will want to know who is behind the brand, how they achieved success, what new thing will be applied, and more importantly, what they’re going to do with all that money.
The likes of Zuckerburg and Spiegel will tell you that the loss of privacy has bee quite significant. It’s also pretty bad that the personal actions of the person representing the brand directly affect how the brand is perceived despite being separate entities.
Freedom for New Independent Projects
Those that have chosen to disassociate from their particular brands find that they have the freedom to launch or try out other projects in their future. For example, let’s say that Zuckerburg decided to try his hand at something new, people will still measure his successes and failures based on what he had already achieved with Facebook.
This freedom is critical for new ventures. Nothing is worse for a brand than being judged and dismissed because of who owns it.
For brand owners of today, choosing to even partially disassociate from their brand is already a great boon. Not only to they get to enjoy privacy and freedom to start new venture, but they also get to enjoy the fact that there is no extreme pressure to keep succeeding.
Would you consider disassociating from your brand?