Is branding really a waste of time and money?
A few weeks back I stumbled across an article that had me shaking my head in disbelief.
The author declared that he believed ‘branding’ (your marketing materials, business cards, slogan, tag lines, advertising and so forth) were a complete waste of time.
What the?!!
He also believed your ‘brand’ was “the emotion that a customer feels when thinking about your product.”
While I agree with the second part of the author’s viewpoint i.e. “your brand is the emotion a client has when thinking about you and your business” – I certainly don’t agree with the first.
Here’s why.
While your ‘brand’ IS the perception other people have of you (i.e. your reputation) to me ‘branding’ are the elements you use to help create, build and maintain your Signature Brand message.
And, as a service-based business since the ‘product’ is very much YOU, this means your ‘branding’ is not only your brochures, slogan and business cards etc, but also how you act. So everything you do and say (both online and offline) has the potential to affect your brand/reputation.
Everything.
We were reminded of that this week, when a few high-profile people did some serious damage to their brand (reputations) due to inappropriate behaviour.
So, if like the author, you think branding is just a myth, read on.
Here are 3 branding mistakes I often see, where individuals expose themselves and their brands through their behaviour and communications.
Hopefully you won’t recognise any:
Branding Mistake 1: Uncensored comments
While I believe it’s important to be honest, there are some things that you just shouldn’t say (or discuss) in a public forum.
Well-known radio presenter – Kyle Sandilands (who has already been in hot water because of his comments) had many industry representatives and many members of the community in an uproar.
A journalist provided some negative feedback on a television show debut that Kyle and his co-host launched. Instead of debating the topic, he resorted to name-calling, using some pretty foul language, which I won’t repeat here.
Have a debate; provide your viewpoint; and/or agree to disagree if you have to. But DON’T resort to name-calling – it’s just plain childish and unnecessary.
I’ve got numerous examples of where people have had contracts terminated because of uncensored commenting.
While Kyle still seems to have his hosting spot on the radio network, he did lose several sponsorships. And, many of the people I’ve spoken to will no longer be tuning in to his show.
Don’t fall into the same trap. Be very careful how you speak about other people.
And while you’re at it, here are a few more uncensored things I’ve seen that you’ll want to avoid.
- Don’t complain about just having gotten off the phone from ‘your client from h$ll’. He/she may just read that comment and decide to take his/her business elsewhere. That may be good if they are a difficult client, however more of your clients may just read your post and wonder whether you’ll one day be complaining about them.
- Don’t whine that you can’t be bothered doing any work and will be taking the afternoon off. Your prospect (who has given you some initial work which you should be working on today) has just seen that comment and decided you’re not the person they want to invest in.
- Don’t openly discuss your relationships or personal things that should be kept just that – personal! While some social media platforms may give you the option of sharing certain things with ‘friends’, that conversation you’ve just posted may be the reason why your ‘friend’ doesn’t recommend you to their extended network.
- You know that wild weekend you had? I’m not interested in hearing about it. Nor do I want to see any pictures – even if dancing half-naked on the tabletop seemed hilarious to you at the time. It’s not – sorry.
- Speaking of pictures, please don’t post anything that your mother would NOT be proud of. [I’ve personally decided not to invite someone on my show – the Ambitious Entrepreneur because of inappropriate photographs and comments I’ve seen when researching potential guests.]
My advice: Be mindful of what you say, do and write. You just never know who may read, see or hear it.
Wouldn’t want a potential client (sponsor, employer, even your mother) to read your post; view your pictures; or listen to the comment you’ve just made? Then keep them to yourself!
Branding Mistake 2: Exhibiting inappropriate behaviour
Celebrity Apprentice ended last week, and while there were several celebrities that tarnished their brand through inappropriate behaviour, there was one in particular that did everything right.
Right of course if you were on a mission to completely destroy your reputation.
Introducing Ms Deni Hines.
Her behaviour and the way she spoke to her teammates was rude and obnoxious. And, while I’m all for having a healthy level of self-confidence, there is a fine line between confidence and arrogance. Unfortunately Deni erred on the side of arrogance – with a bolded capital A.
Her behaviour was so bad that it had people coming out in droves.
The number of negative comments being shared on several social media sites was proof that people did NOT appreciate her behaviour. And they certainly let their feelings be known.
Prior to the show I didn’t have an opinion either way about Ms Hines. However I can tell you now, I will never buy any of her albums or ever recommend her to some of my business contacts looking for someone to sing their corporate jingle. And, from the comments I read on Facebook and Twitter – there are many thousands of others that won’t either.
My advice: Be nice to others and treat them how you would like to be treated.
Exhibiting arrogant, rude and obnoxious behaviour is one of the quickest ways to turn people off – both your clients AND prospective clients. Just don’t do it.
Branding Mistake 3: Sending out contradictory messages
I’ve written many articles about the importance of sending out a consistent message in your social media marketing and communication efforts so that people can get to know, like and trust you as an expert in your field.
While it’s important to be on-brand, being the opposite (i.e. off-brand) and sending out a contradictory message can quickly damage your reputation.
In my article To Be or Not To Be On-Brand, I highlight the following examples:
- The driving instructor who’s driving is anything but, and certainly doesn’t reflect their business name ‘[Name] Safe Driving School’;
- The Personal Trainer (or other health professional) who is overweight and smokes;
- The Dentist, whose teeth look anything but like the pictures they have hanging in their waiting room;
- The Professional Organizer who arrives late to your appointment with a briefcase and/or handbag that looks anything but organized;
- The Graphic Designer whose own logo looks outdated;
- The Web Designer whose website states ‘Under Construction’ on many of the pages;
- The Image Consultant whose clothing is less than flattering;
- The business who claims “Nothing is too big for us to handle” who has nothing but excuses as to why something can’t be done.
… the list goes on.
I’m sure you have some examples you can share where people and/or businesses have communicated contradictory messages that ended up seriously tarnishing their brand.
Hopefully, your actions (or inactions) will not see you and your business added to this list.
My advice: Be on-brand at all times in everything you do and say. Your brand requires and DEMANDS it!
So, what do you think? Is ‘branding’ unimportant?
I reached out to my community and asked them what they thought. Here are some of the responses I received:
They believe that branding IS important, and as you can tell from the examples of branding mistakes that I listed above – so do I.
In fact I believe that branding – (any vehicle you use to communicate your message) is vital to building and maintaining your reputation, whether you’re speaking to a customer or a prospective customer.
Do you?
I’d love to hear your comments. Leave them in the comment box below – it’s always great to hear from one of my readers.
Till next time, stay inspired.
Another great post, Annemarie.
I’m actually saddened but not suprised by your topic. One other thing to consider is how your actions affect those around you and how those actions may lead to people not wanting to be directly associated with you.
I used to have this friend, a fascinating man, who would talk to restaurant staff in the worst way. We’re at a business meeting where I”m representing my brand and he is too through association. Online or in person, it’s just unacceptable.
I typically use the rule you discuss; if I wouldn’t want my mom to know…..
Thanks Colby. Yes, you mention another great point – be mindful of the people you associate with. Unfortunately you can find your brand and reputation affected due to their inappropriate behavior and/or comments. The example you use is a perfect example and an important reminder for us to choose our friends, colleagues and business partners wisely. Our brands/reputations depends on it.
There’s one in every crowd, right? Naysayers and disbelievers. Meh. I’d have been interested to know what “evidence” he had to support his “theory.” … Impressionable young entrepreneurs need to understand the importance of how far-reaching their image/reputation/promise really is…and how crucial to your biz success it is to get this right. So important in fact that Ive put together the first annual Tastiest Small Biz Brand Awards and were now taking nominations. As someone who really knows great branding, I’d love to see who you would nominate. Hope you’ll stop by!
Hi Tea – thanks for stopping by. You’re absolutely right – young entrepreneurs DO need to understand the importance of how far-reaching their image etc really is. Unfortunately negative/bad news can spread like wildfire, so we all need to be very mindful of what we do and say so that we don’t create material/information that could turn into digital dirt.
Branding a myth? That’s just plain silly.
“Brands” are merely a shortcut to differentiations between “products” in a similar category. “Branding” is getting those differences associated with a particular provider (as a first step), clearly enough so that the target market thinks of them FIRST when they’re in the market for what the brand sells.
Not Your Daughters Jeans is a great example of a well-targeted brand. They’re not trying to appeal to the entire jeans-wearing public. They’re not trying to convert non-jeans wearers. That doesn’t mean that their branding is ineffective and branding, therefore, a myth – it means that branding must be targeted to those who are likely to buy what you’re selling,
But if you are within their target-market, as I am, I’ll bet you’ll try on at least one pair of their brand when you’re ready to purchase your next pair of jeans. If they actually fulfill on the promises of their marketing, Ka-ching!
NOW, *just* as an example, if their “quality control” were lousy, all their branding efforts would go down the tubes – because, as a potential customer for what they sell, I’m now linking their name to “the jeans with clever marketing for a crummy product” (even if MOST of their jeans are great-ftting, who wants to wonder if the pair YOU try on will be?).
EVERYthing must contribute to positive associations with the “brand.”
How likely would you be to try on a pair of Not Your Daughter’s Jeans if you came across a FaceBook photo of the founder in a pair of baggie, ill-fitting jeans – or seeing her with a muffin-top peeking out from under a skimpy shirt? What about a comment that a certain women over a certain age looks ridiculous in jeans? Wouldn’t you bounce her jeans from your short-list? I would!!
Not all consistent branding is effective — but ALL effective branding is consistent. Branding is part of the process of ensuring consistency in the minds of your target market. How COULD it be a myth?
Madelyn Griffith-Haynie, SCAC, MCC – (blogging at ADDandSoMuchMore and ADDerWorld – dot com!)
Hi Madelyn, exactly my thoughts as well. I have no idea why the author of the original article could even contemplate such an idea. The example you gave is so true – EVERYthing affects our brand and reputation. And, with the increase of consumers using social media, all businesses have to be particularly cautious and careful to protect their branding and brand image, because negative news and information can spread quickly, with the potential to have customers/prospects change their mind about a company very, very quickly.
Thanks for sharing your thoughts on this – as always, much appreciated.
Annemarie
Something of a contradiction in terms, no? Believes branding is a myth. But also believes branding is the emotion you feel when thinking about a product. What does he imagine made him think about the product in the first place? Still, his reflection has caused us to reaffirm and validate why we believe in brand application and integrity. Thanks Annemarie for another great post.
Thanks Sandy; yes, it certainly does have us reaffirm and validate the importance of branding, something I believe is well and truly alive and kicking!
Branding is extremely important Annemarie…keeping it simple and short, answer ; Branding is definitely not a myth, perception is reality…Great article..Thank you, Hughie
I’m with you Hughie – I believe branding is extremely important too. Thanks for stopping by and sharing your thoughts. As always, it’s very much appreciated.
Great post and tips!
You always rock it!
-AJ
Oh why thank you AJ – I really appreciate the compliment! And thanks for stopping by, as always!
Great post! Thanks so much for the tips!
Thanks Lori – glad you found them helpful.
Branding unnecessary? How worrying! Branding tells a story of exactly what you and your business are all about, making the connection and building relationships between you and your customers and potential customers.
Thank you, Annemarie!
It IS very worrying for sure Scott. I still can’t believe he came out with that statement. Appreciate you stopping by and sharing your wisdom.
I am still learning about branding, but know that it is very important for sure. It is hard work to dig into your own branding to find out what you really stand for and what you want to accomplish. I think when you give the job to somebody else you might fall short and then people might think it is useless. I came acroos this great quote form Robert Kiyosaki
“A true brand is a promise, a reflection of the entrepreneur’s body, mind and spirit. Its your word.” I totally agree and think that says it all! Thanks Annemarie!
Thanks Olga, I love that quote from Robert Kiyosaki. It’s so true – it IS your word, your promise of value. Thanks for stopping by and leaving your comment. I really appreciate it.
As an ADD Coach (and field founder), I’m always stunned when I read anything extolling the virtues of “short and sweet” – as if you believe the best way to reach YOUR market is the best way to reach ALL markets. NOT SO!
I promise you – if you focus on what I call “tweet marketing” with my niche (Attentional Spectrum), many – myself included – will drop you like a hot potato!! My niche is 18-28 million strong, most eager to buy, so don’t automatically discount this population. LEARN about them (those are US stats, adults only, btw)
The point of my post is simply this: *know* your markets — and don’t believe for a New York minute you can reach them all with the same techniques. The rest of this post will explain, for those who are curious, the logic behind WHY I would opt out.
———————–
1. I speed read (a-typical), and LOVE language and well-written info — less will never be more with me personally.
2. Subconsciously, “short and sweet” always lands more like “sound-bite spin” with me — it makes me wary of what you’re “selling” — the exact opposite of what you intend, right?
3. Longer means more info, so I’m left with fewer questions (“open loops” I have to close before my concentration reaches full force again) — without making me click or email (or do anything ELSE) simply to decide if I might be interested.
If we expect to accomplish much of ANYTHING with our lives, those of us with Executive Functioning dysregulations must learn to stringently guard against distractions. We know that, if we have to click or email to “close the loop,” part of our attention is diverted, then Pre-frontal Cortex glucose stores must be replenished before we can get it back. (30 minutes minimum).
We’ve also learned that the likelihood is high that, if you did the “click here for more” up front, there will be even more clicking around when we get to your landing page. There goes intentionality – right out the window.
4. But – and this is counter-intuitive – except for teens and 20-somethings, even ADDers (etc.) who hate to read (difficulties with eye tracking and/or cognitive glitches, not problems with literacy) do not, in the main, prefer the short and sweet! Surprised?
How come? Not enough info to be worth the interruption!
THEN our brains can’t filter OUT the open loop, so we have to close it for cognitive “peace” — further PFC glucose depletion. Even though most are unaware of the neuroscience behind it, we ALL eventually learn we can’t think straight after a few of those — sometimes for the rest of the day.
Those who struggle with impulsivity can’t afford to even OPEN the darn things because they know they’ll be attentionally tractor-beamed. They also know they can’t even RECEIVE them without the impulse to read them: BOOM! “Please remove my name from your list!” ALL avoided with longer emails to begin with — more information up front equals fewer open loops to have to close.
Neuroscience will affirm that the norm is a 15 minute “transition back” time following any distraction (for ALL btw – non-ADDers who wonder where the day went could learn a lot from what we need to do to remain on track!).
Well, that “norm” is even longer for us — and after what we feel is a “dumb” or “rude” interruption (which is how the “teasers” land with us), double it! Neurohormones get involved whenever there is an emotional reaction, and those take longer to dissipate.
Do the math – there aren’t enough hours in the day unless we filter OUT as many “off purpose” distractions as we possibly can!
So unless you are sending info we have asked for and are expecting so we can get on with what we’re up to (and no marketing email qualifies here), we have to relegate email & web time to breaks. ALL of us get way too much of the stuff anyway — you REALLY want to make yours worth the time so you are one of the few that gets opened and read during those breaks, right?
So your instinct to send LESS is actually off-target. It’s really NOT quicker for the recipient. An extra five (or even ten) minutes to read a longer missive is NOTHING compared to the threat of being unable to focus with intentionality for the next 30 minutes or more.
ONE last warning: forget what you learned in English class. Most people read “from rock to rock.” LOTS of white space is essential – it gives the eye a place to land. Even if you insert paragraph breaks every sentence or two, it beats making your reader feel that your email is “difficult” or “a tome” simply because there aren’t enough “rocks.”
My intent is to be helpful – not to make you wrong, My apologies if I missed the tone for anyone reading.
Madelyn Griffith-Haynie, SCAC, MCC – (blogging at ADDandSoMuchMore and on ADDerWorld – dot com!)
BTW- AnneMarie’s emails hit the right balance for most of my guys – don’t know about the Tweets because I don’t Tweet – or IM or text — ALL for the same brain-based reason.
Wow Madelyn, those are amazing insights – thanks so much for sharing them. I think it’s such a great reminder for us all when we are creating our written communications, to be mindful about the needs and preferences of others as they are reading it.
Great points!
Branding is very important in one way or another. How you treat other people really matters and you need to be very careful. Bad language and getting too emotional can at times be bad and that will not help much in building your brand.
Absolutely Jesse. I can’t believe that some people just don’t understand how their behaviour and attitude will impact their brand. Positively and negatively. A great reminder for us all.
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Thank you Aaron for stopping by, and for your comments! Really appreciated!