When “Free” Isn’t:

The Downside of Using Free Online Content

All organizations work to maximize their resources, especially staff time and capital. So using materials found on the web can seem like a real windfall, especially with the advent of artificial intelligence. Compared to doing the hard and possibly expensive work of creating content specific to you, downloading material from the web can seem like a godsend. But there can be real and serious issues around downloading “free” stuff. Here’s a list (probably incomplete) of the pitfalls and their possible consequences.

Pitfall: Copyright infringement. Many free resources aren’t free for commercial use and may require licensing. This is a big one.
Consequences: Possible fines or lawsuits resulting in legal fees, fines, and the cost of replacing unlicensed materials. So one way or the other, not free.

Pitfall: Quality and Reliability. Free material often lacks the quality and professionalism needed to protect your brand image.
Consequences: Reputational damage to your organization’s credibility and professional image. This is hard to come back from.

Pitfall: Lack of originality. Many others may be using the same material because hey, it’s free.
Consequences: Your content will look/sound like many others, possibly your competitors, making it unmemorable and generic. There goes your branding.

Pitfall: Security risks. Free apps or software can sometimes contain malware or be vulnerable to security breaches, putting your data and systems at risk.
Consequences: Security breaches or malware from free apps can cause major disruptions to your operations, including data loss and downtime. Yikes.

Pitfall: Inconsistent branding. Using free, generic content can weaken your brand identity and recognition, lowering your market’s perception of your professionalism.
Consequences: Missed opportunities stemming from decreased marketing and communications effectiveness. This is essentially a unforced error.

Professionally created design and communications may seem expensive, but when done well, they are vital assets that bring significant returns to their owners. An initial, thoughtful investment ensures they will deliver value over time.

Investing in quality will pay off far better in the long run. “Free” may have major consequences that will cause headaches down the road and wind up being very expensive. I have helped clients develop their branding assets for many years. If you’re ready to create or upgrade your brand, contact me and let’s talk.