We’ve all seen folks oblivious to what’s going on around them. Walking into walls…ignoring explosions…they just don’t pay attention to what is obvious to most of us. Just as embarrassing (at the least) or deadly (at the most) are businesses that ignore their brand. Branding is more than a logo or a mission statement or a flashy brochure. Here are three easy ways to kill your brand literally without even trying:
- No strategy. Don’t let your consumers know what your business can do for them or what makes you unique – let them figure it out themselves! Don’t research who your target audience is – simply hang up your shingle and hope for the best. This is a great strategy for your competitors, because they’ll be quick to fill in the void and tell your prospects how they see your brand.
- Inconsistency. Inconsistency weakens your brand and confuses your customers. Your brand is everything about your business, from your product or service to your corporate brochure to the way the phones are answered. Avoid presenting a unified and solid personality, as most strong brands do.
- Poor execution. Create something so bland or obtuse that it goes unnoticed. A mission statement that’s a meaningless collection of buzz words, a marketing message that’s confusing or complicated, a generic web site – make sure no one notices, understands or cares about what you’re trying to say.
Your brand is what others say about you when you’re not in the room. What are folks saying about your business?