Have it our way: Customization and censorship in branding

For $150,

Most companies have internal brand guidelines that mandate what can and cannot be used in relation to their brand. That’s great. They nailed down who they are and how they communicate. But problems start to surface when they also fall for the allure of customization. Giving people a chance to make their own version of your product is a fun idea, but it lets them play a role in defining and reshaping your brand. And not many brands are confident enough to let that play out.

When a brand tells people their products are customizable but certain things are off limits, the consumer’s natural inclination is to push the boundaries of those limits. You ask yourself what you can get away with. You try to sneak something past them. The brand is unintentionally creating an adversarial relationship with their customers.

Really though, what’s the worst that could happen? Who cares if someone writes ‘Reebok’ on the side of their Nikes? They still paid $150 for them without the possibility of a return. They still bought your product.

If you’re going to allow personalization, go all the way. Either open the sandbox or put in a slide. Don’t be that guy who makes playtime full of lame rules.

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