I remember a cute song from Sunday School that said:
A foolish man builds his house upon the sand. A wise man builds his house upon a rock.
It was a metaphor describing the importance of a solid foundation. Hey, we all want a cool house right on the beach, but there are a lot of fools in southern California. Buildabrand is offering some good beachfront property.
A recent Techcrunch article seems to prematurely sing the praises of buildabrand.com. Wrong approach to branding. You are allowing a single individual to provide input when the process does not allow for input from the prospective audience...the actual user of the brand. I do believe the nuts and bolts will spit out a cool image and type suggestion, but it is another example of cheapening the definition of a brand. Why not call this "Build an Identity" instead of build a brand.
A true brand is build on foundational principles and not points and clicks.
I know the resources for start-ups are very limited, and many cannot afford to hire a brand guru to get into the minds of the audience to develop a snazzy logo. That is the problem: Brand gurus miss the mark sometimes and sell visual identity as branding. They are different.
Think of branding as a giant (I mean GIANT) umbrella. The visual representation is but only one panel of the umbrella. I work with entrepreneurs who think that image is everything (still trying to believe Andre Agassi) and who cares about substance...
I CARE DAMMIT!!!
I want to experience brands. I want to define them as the consumer. I want to know about the brand's foundation. I don't want to know how the VP of Marketing for ACME defines the brand. He probably will get it wrong.
Sorry to rain on the buildabrand.com parade. I would be very interested to see what would happen if the Build-A-Bear company used the buildabrand.com solution...it would create a DIY vortex.
Can buildabrand.com provide an actionable platform or just neat icons complete with a little shine and reflection?