Is your brand controversial?

No? Well… sitting on the fence could be costing you money.

When starting out a new business, there are many things that are hard to figure out: what you stand for, what you want your brand to become, what your target customer looks like.

Most of the times you know what your product does, what it looks like, and how much it costs. But who are you selling it to?

Sometimes figuring this out isn't easy. For some it’s harder than for others.

It’s human nature to want to please everybody all the time. Humans hate confrontation. Well, most of them do.

So when starting out a new business, it’s only natural that we feel that if we please everyone, more people will hire us or buy our products.

There is a slight problem with this line of thought: trying to please everybody all the time might mean alienating the core audience / business.

For example:

Early last year, Abercrombie & Fitch made the headlines when Robin Lewis spoke to Business Insider about A&F’s CEO Mike Jeffries and his target market:

“He doesn't want larger people shopping in his store, he wants thin and beautiful people. He doesn't want his core customers to see people who aren't as hot as them wearing his clothing. People who wear his clothing should feel like they’re one of the ‘cool kids’.”

Whatever you might think of this statement, let’s look at it unemotionally: As soon as this statement was released, it went viral — it featured in every newspaper, and then started gathering responses online. Young hip and geeks alike took to YouTube to respond to this. This is 21st Century marketing at its finest!!

Most brands pay thousands to get their brand trending and going viral! — Abercrombie & Fitch managed it in a simple news article!

Earlier in a 2006 interview with Salon, Jeffries had said “we go after the ‘cool kids’. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don't excite anybody either.”

If you think about it in art terms — there was never a huge music star being branded the “Queen of Pop” or “The King” without a great deal of controversy and extreme alienation of part of the population along the way. Think Lady Gaga, Madonna, Michael Jackson, Freddie Mercury. The list goes on and on.

As a commercial photography company that also takes on consumer clients, we often come across the argument — usually by our consumer clients — against the use of Photoshop. Some joke about it, but most consider it to be augmenting the social problem of the “size zero issue”.

This is my personal and professional response to this issue:

I am perpetually hearing about how Photoshop is bad and continually reinforces the idea that a woman’s form is property, and it waters the seed that girls see themselves and their body as never being good enough.

Please, I understand the pressures on women in society today — I am one. (there shall be no sniggering at the back!). I don’t like my wrinkles — but I am getting older. I have grey hair and hair dye doesn't always cover it like a hat will .

Will I learn to love them? Probably not in a ‘hippy hugging’ way, but they’re part of me. Whilst I won’t have plastic surgery, I will dye my hair, go to the gym and put make-up on to cover it all up a bit. I like dressing up, putting make-up on and looking good and I’m always surprised if someone compliments me when I am in sweats, without make-up and having a bad hair day!

I don’t however see that Photoshop is the monster in this equation. Photoshop is, first and foremost, a tool. And as such, you can use it anyway you wish. It can be an amazing creative tool to use, just like a paintbrush would if you were to be painting a canvas — or will you blame the paintbrush for the painter’s creation? Please stop branding the tool as ‘the bad guy’: it really isn't.

If you wish to point the finger, perhaps you wish to point it elsewhere — such as moms talking differently to your daughters: tell them every day they are beautiful and smart and that their bodies are amazing. Dads: take the time to look your daughters and their friends in the eyes when you speak to them — nurture their self esteem — hell, go to parenting classes if you need to!!

My aunt, who passed away last year, had the best birthday present ever when my 6 year-old niece sat on her lap, reached up, stroked her wrinkled neck and said “I love your wobbles!”

Lead by example, and stop pointing the finger to a tool that is essentially still used by fallible people.

I understand that this might be a controversial answer — but it is one I strongly believe in and feel that our brand also follows. As a brand, we are ethically responsible, and those that follow us will see that. However, it won’t be because we always agree with our followers — but because we respect and stand by what we believe in.

Don’t be afraid to rock the boat and create a wave!

If you want to be respected in business, figure out what you’re passionate about and make sure that you stand by it. There is certainly no rule in business that states that you always have to agree with everything… especially when you don't.