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INBOX: Twitch Brand Dilution and Extension

By 8 January, 2018 No Comments

Trying something different this year. Since I’ve been super busy lately I decided to start a new series of “articles”. These will be email responses (with identifying things removed) to people that didn’t end up being client or to clients. It will hopefully give you some great insight into the work that I do both with clients and even those that aren’t clients.

Here is a follow up email to someone that I didn’t feel were ready to move forward just yet, due to time frame but also due to the end goal not aligning with the potential of this streamers channel. There’s a bunch of nuggets of information in there that you hopefully can use as well. After the email below I’ll give some additional thoughts and context behind the email.

Hello Streamer Name 

Now before I get into the email I would sadly have to say that the 24th January would be a stretch. Not that it wouldn’t be possible to take you on as a client but more that we/I like to take the time that a brand deserves—and that time tends to range in the 3-5 week range (of course depending on the project).

I do however don’t just want to leave you hanging with nothing after filling out the form. I know it takes effort from your side so I want to repay it from my side.

Normally I would be all for someone testing something out and go for it (I don’t mean that taking a sabbatical, that’s awesome as long as you’re covered financially). While watching your channel I immediately noticed that your chat is very engaging and your interaction with them is great. So it seems as if you’ve already built up a solid brand understanding with them.

Moving away from that completely is a risky thing when you have built something this solid. The hope is of course that the bonds that you have built will translate over. That might very well happen with the bonds that you’ve built. The downside would not be that you’re losing the viewers but more so the brand that you’ve already built.

I think that one of the streamers that handles this the smoothest is CohhCarnage. He has is brand—similar to as you have yours in Streamer Name—but he also from time to time plays only one game for a long time. What he, and his team, does at that point is to extend his brand to cover the game. For instance overlays might slightly change, alerts and alerts sounds might change and other smaller things.

I do have a feeling that this is something that you’re aiming to do since you’re only doing it for a few months. Nonetheless I would take a look at the way that Cohh does it to get some inspiration. Again this is mainly so that you don’t dilute your brand too much.

Here is where I would comment about you as a streamer but from watching your stream it feels natural and like I’m watching a partnered streamer. I think you’re spot on with what makes you stand out. I’m sure it will translate over into Monster Hunter World.

I hope that I at least could help you a bit. And what I wrote actually made sense. Hopefully we would be able to work in the future instead.


To follow this up a bit further. I would want to say that one of the important aspects here is that brand dilution can be a super tricky thing to navigate when you don’t have a solid understanding of your own brand.

Often newer streamers associate brand with the visual look of a channel. However the things that we build are a lot more tied to the things that we do and say on stream than the visuals. The visuals are there to aid and to help people navigate once they’re there.

What happened in this particular case is that this streamer already had a strong brand. It might not have been a strong visual brand but it is a strong brand nonetheless. What essentially was the risk was brand dilution. Aimlessly creating something for the sake of creating something. It dosen’t aid the overall goal but rather only creates confusion for current and future viewers.

In this particular case this change would last a few months (or maybe more) so I thought about Cohh and what his team does. It would make this a much better option for this streamer than abandoning something they’ve built.

Re-branding can be a great thing when it’s done for the right reason—when you want to better align your brand with the visual brand moving forward. Branding extending can be a great thing as well but only when it’s done right—when you’re adapting your current brand to serve a new purpose without abandoning it.

Here it would have landed somewhere between those two and in this scenario that’s not a sweet spot.



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