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Posts Tagged ‘brand delusion’

Too Many Cooks in the Kitchen

Too Many Cooks in the Kitchen . . . CAN “Spoil the Pot” and Spoil Your Brand Impact

Small business owners — especially solo-preneurs — tend to ask everyone they meet for an opinion when it comes to marketing. They fall prey to the DELUSION that the more people they ask, the more they will learn about how to market their business. Trick is . . . for every person they ask, they are guaranteed to get a different opinion, which quite often leaves the business owner even more confused.

Unfortunately, this DELUSION leads to brand DILUTION.

Avoid the Dilution of your Brand Message through Visual, Verbal and Virtual Consistency. 

If you are not comfortable in making marketing decisions, hand that responsibility over to ONE trusted partner. Having one primary marketing partner to help you craft your overall brand strategy will create a clear and consistent marketing message.

  1. Visual Message. Scattering your design projects among several designers will do just that — scatter your image and create confusion. Develop a visual brand strategy that supports your brand message and stick to ONE professional designer that understands visual brand strategy.
  2. Verbal Message. There is so much more to writing marketing copy than stringing words together into a sentence. Your consumer is more likely to remember you when you have a consistent tone and message written by ONE professional writer/editor.
  3. Virtual Message. Not all web designers are web developers (and vice-versa). If you are lucky, you’ll find one that does both. The same goes for SEO and/or Social Media — trust ONE expert to set you up with a customized plan.

Resist the Delusion of Getting Something for Free.  

Barter is not always best. Smarter is best. Everyone is on a budget and looking for ways to stretch a dollar, yet if the outcome of your “trade for services” brings about chaos and confusion with your consumer, then you have essentially gotten what you paid for (nothing), and you’ve wasted everyone’s time (which by the way, is valuable). Choose “smarter” — and make decisions based upon what is best for your brand message.

Trust Your Instincts. 

At your gut level, you know what is best for your business. Learn to trust those instincts. Avoid the temptation to “collect” a cadre of disparate designers, writers and web developers — find a few key players whom you trust to help you develop your “big picture” brand and trust them to help you craft a consistent brand message. Creating a clear and consistent Visual, Verbal and Virtual message for your consumer serves to clarify and solidify your brand and strengthen your client/consumer relationships  – and will cost you less in the long run.