Why Playing It Safe is the Fastest Route to Brand MediocrityOct 26, 2023
When it comes to marketing and growing your brand, playing it safe is the worst thing you can do. Playing it safe creates a mediocre brand. Bland marketing maintains the status quo. Safe doesn’t move the needle.
But this isn’t new. You know this.
The challenge is knowing when to take a risk and what risk to take. No one wants to damage their brand. You live in a world where every time you do something people cheer you on while others demand your demise.
How can you avoid playing it safe while not risking it all? You stop thinking about risk.
Your options are not limited to risk or safety. You can allow another factor to guide you...doing what is right.
Don’t do what feels safe. Do what feels right.
You might have an idea that you’re excited about trying but fear is holding you back. It might not fit how things are traditionally done in your industry. Usually, that’s a sign you need to do it. But you must do it...if it’s the right thing to do.
When LEGO had the idea to make a game combining their physical bricks with a mobile experience, they weren’t sure if it was worth the risk. No one had done that before. What if it didn’t work?
Playing it safe would mean LEGO continues making the same type of content as everyone else. That didn’t feel right. What felt right was taking a leap forward and trying something new.
The result? Their Life Of George campaign ran for over 2 years. It increased their social media engagement by 61% and resulted in an increase in sales.
LEGO did what felt right and it paid off. They could have tried it and failed. But if they stayed safe and never tried, then failure was guaranteed.
Seth Godin once said, “If failure isn’t an option, then neither is success”.
Marketing is all about risk. Your podcast might not work until episode 200. But if it’s the right thing to do, then do it. Your Youtube channel might not win awards but if it’s the right thing to do, then do it.
Getting outside of your comfort zone is one thing. But the real benefit here is leaning into what feels right for your brand and business.
Branding and marketing is not about treading a well-worn path but about forging your own. Listen to your inner voice that tells you what aligns with your brand's essence and values.
Branding is not about the number of likes, shares, or immediate validation. It's about creating a legacy that resonates and stands the test of time.
Every iconic brand today once took a leap of faith, driven by a belief in what felt right for them. Embrace the unknown, trust your instincts, and always, always do what feels right.