Five Branding ‘Rules’ We Love to Break (sometimes)
Branding is full of so-called “rules” – even a formula.
But at Smooth Cactus, we say that it’s sometimes ok to forget that!
Some of the best brands don’t follow a formula – they create their own. If you want to stand out, you could think about being bold enough to break a few rules.
Branding is more than a logo – it’s the story, personality, and promise that shape how people connect with your business. And in a crowded market, great branding isn’t just important – it’s everything.
Here are five branding “rules” we love to break.
1. Always Keep Your Logo Consistent
Consistency is important, but some brands shake things up.
Take Warner Bros – their iconic WB shield has had frequent design tweaks, (eg a darker version for DC films, a classic gold one for nostalgic branding). They keep things fresh while staying true to their essence.
How to break the rule: Create a core logo but develop variations that adapt to different contexts, campaigns, or even moods – all while keeping your brand identity intact.
Brands that do this well:
- Google – Their iconic doodles show how a logo can be dynamic.
- MTV – A masterclass in flexible branding with an ever-changing logo that still feels undeniably MTV.
2. Your Brand Voice Must Always Stay the Same
A consistent voice builds trust, but if you sound exactly the same everywhere, you risk being robotic.
Your tone should flex – playful on social media, professional in a report, conversational in a blog. The key is knowing when to shift without losing your core personality.
How to break the rule: Adapt your tone to fit the moment while staying true to your core.
Brands that do this well:
- Duolingo – Wild and unhinged on TikTok, but genuinely informative in its app.
- NASA – Balances authority and excitement being serious when discussing missions, but fun and engaging on social.
3. Keep Your Target Audience Narrowly Defined
A clear target audience is a must, but being too exclusive? That’s a missed opportunity. The strongest brands evolve and expand.
Your community could be bigger than you think.
How to break the rule: Staying open to new audiences who align with your values – even if they weren’t part of your original plan.
Brands that do this well:
- LEGO – Originally a kids’ brand, now a cultural phenomenon with an adult collector base.
- Crocs – Went from practical footwear to a streetwear staple through collaborations with artists and designers.
4. Follow Trends to Stay Relevant
Trends come and go. If you’re always chasing them, you’ll blend in rather than stand out.
Sometimes, the boldest move is to not jump on every bandwagon. Or even go in the opposite direction.
How to break the rule: Focus on what makes your brand different. If a trend aligns with your brand DNA, great! If not, skip it.
Brands that do this well:
- Patagonia – Instead of following fast fashion cycles, they double down on sustainability, even telling customers not to buy their products unnecessarily.
- Lush – While many brands jump on social media, Lush quit several platforms altogether, citing concerns over mental health and ethical advertising.
5. Your Brand Should Always Look Polished and Perfect
People connect with authenticity, not airbrushed perfection. Social media, especially TikTok and Reels, have changed the game. Showing behind-the-scenes moments, mistakes, and personality makes your brand more relatable.
How to break the rule: Embracing imperfection. Share your process, your wins, your lessons learned. Your audience will love you for it.
Brands that do this well:
- Glossier – Built on user-generated content and real skin, not unrealistic perfection.
- Who Gives a Crap – This toilet paper brand makes talking about toilets, sustainability, and wiping your bum entertaining.
Final Thoughts
Branding “rules” exist, but the best brands know when to break them.
At Smooth Cactus, we believe in being bold and unapologetically different. So go ahead – bend, tweak, and rewrite the rules to build a brand that truly stands out.
