The Major Mistake You’re Making with Your Brand That’s Costing You Money
26 Oct 2015
**Get your brand ready for a successful 2016! Sign up to the Bold & Fearless mailing list on the right to get more information on the “Build Your 7-Figure Brand Master Class” coming this December 12, 2015.
Branding has been defined as many things. I prefer to use the simplest definition I know:
Your Brand = Your Reputation
When you’re working on building your brand, keep in mind that it should:
Be Memorable
Be Compelling
Be Authentic
Be Consistent
Connect with the Consumer
Let’s talk about clarity and consistency. This is where many businesses get it wrong. The reality is that new businesses need more clarity than anyone. When you’re swimming in a sea of competition, you do not want to make this major mistake that I’ve seen many entrepreneurs make:
You muddy up your message with too many disconnected ideas and end up confusing your customer. A confused customer doesn’t buy.
Given the choice between these two options for a web designer, which one would you go with?
1. We build websites that engage audiences and create a harmonious concurrence between arresting visuals, informative content, appropriate use of technology and seamless interaction between visitor and brand. OR
2. We help female entrepreneurs build powerful brands online, creating the platform they need to grow and prosper.
Most of us would go with the second option since it’s fairly clear and straight to the point. Because there are so many messages consumers get in a given day (some studies say up to 20,000 in one day), it’s even more critical for your brand message to be clear and consistent. The most powerful thing you can do is to build your brand around your brand promise. Your brand promise is the expected tangible benefit which creates desire for a product or service.
Pick one concept. One idea. Establish it. Then branch out from there. The best brands stand for a big idea. What’s your big idea?
Be clear. Be consistent. And remember: A confused buyer doesn’t buy.
What do you think is your biggest brand challenge?
**Get your brand ready for a successful 2016! Sign up to the Bold & Fearless mailing list on the right to get more information on the “Build Your 7-Figure Brand Master Class” coming this December 12, 2015.
Julian B. Kiganda
I hope you enjoyed this post! A little about me: I’m the founder of Bold & Fearless and a Transformational Brand Strategist. My gifting is in helping purpose-driven women transform and build million-dollar brands. I’m also an author, transformational speaker and multi-passionate entrepreneur. In 2014, I published my first highly-acclaimed book co-authored with my sister: Whose Shoes Are You Wearing? 12 Steps to Uncovering the Woman You Really Want to Be available on Barnes & Noble and Amazon. To learn more about how you can connect or work with me, visit www.julianbkiganda.com.
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Thanks Tyra! That one thing is sometimes such a challenge but I have seen how it's paid of for the most successful brands.
Diedre, you're definitely NOT alone. We all struggle with many of the same things. #KeepPushing
It sounds like you were able to make it more cohesive! And that clarity really is everything. It makes everything easier 🙂
Antoinette, it's so easy to get caught up in all the ideas that run through our minds on any given day! I can completely relate. The power of focus is so underestimated.
For me, authentic and consistent stick out! Those are key areas that I continue to develop.
For me, it was making the visuals match the brand. But I partnered with a graphic designer and that helped a lot.
Partnering with the right people makes ALL the difference!
I love this! We definitely have to start with one thing and then branch out, rather than tackling too many things at once. Good advice.
Being super consistent can be a challenge sometimes.
The second message was much more succinct indeed. The biggest takeaway for me was the fact that “a confused customer does not buy” . As someone who has started a brand with physical products, I always try to keep that in mind.
Good points and we as business owners and bloggers need to remember to do all of these things.
I think my biggest brand challenge is being consistent and really working hard for the things I say I want!
My number one problem in the past has been I didn't have one idea. My blog was all over the place. People probably had no idea what they were getting into.
You're right. The second message was succint and very clear. The biggest challenge that I am having with my brand is that I have so many ideas. I have to force myself to develop one idea at a time.
I agree that sending mixed messages greatly confuses your audience. I have been trying to reel myself in a lot on this.
Valerie, the most important thing is to focus. Once you lay a good foundation, then you can build upon that. All the best!
While Im not selling anything, I can still see how an unorganized message with ideas that don't link together could hurt my viewership. Thanks for your insight!
Lol number one had me confused with all them big words. I am simple I help you get started for a reasonable price. To many words will confuse someone.
This really is great advice. I guess the first step is being clear about what it is your brand is about.