I’ve identified some common mistakes founders make when building their brand, and so you can avoid these mistakes I’m going to take you through them.
The Head Scratcher might be a problem you’ve had from the outset, or it can creep in later on.
It’s when the words you use to describe your product or business leaves the audience in a sea of confusion and mixed messages.
For example, your brand might have grown so it offers services or products that are different from when you started. Or your brand might have pivoted and changed so much that it no longer represents what you currently offer.
Let me ask you something, have you ever told someone about your business, and you get this response?
I call this the zombie stare. It’s the response you’ll get when your brand communication is confusing. When your brand messaging needs some serious work.
When it sounds so obscure, bland or complicated that nobody really knows or cares what you do or how you can help them. You’ll know you’ve got this problem when your family and friends can’t describe what you do when they introduce you.
And it doesn’t matter how amazing your business is if no one knows what you’re going on about.
You’ll be like the alien in Kurt Vonnegut’s Breakfast of Champions who comes to Earth with the cure for cancer, his spaceship lands on a golf course, the first person he sees is a bloke playing golf. He exits the ship to announce this fantastic news, and winds up getting beaten to death with a golf club, because he communicates by tap dancing and farting.
I witnessed the Head Scratcher problem, first-hand, when I worked for a global advertising agency that merged with a digital agency and a data agency. They updated their name and logo and the design of their website and reception area. but they didn’t go back to the fundamentals, they didn’t review their brand strategy and they didn’t revisit their pitch, which meant they were unable to win new business contracts worth tens of £millions as a result. Luckily, I was able to turn this around for them, and win a massive Barclays contract worth several million, and this was after Barclays had left their initial meeting with the ad agency baffled, confused and unwilling to give them their business.
An Irresistible brand attracts the ideal customers, investors, advisors and talent. You can see how your brand shapes up with my simple online quiz.
It’s completely free, plus you’ll get a 12-page tailored report including suggestions on how to make your brand irresistible.
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