The opinions of the entrepreneur are expressed.
The brand industry is based on a lie.
It feels like a feeling-good fantasy, a good fantasy, in reality, which is designed to make firms, not a harmful deception.
Today brand tips boil today for an indefinite board: “Tell your story.” “Identify your values.” “Be original.” This sound is deep, but practically useless without opportunities. The worst is that they really make a sense of working progress when they really need.
If your brand strategy does not move the needle – if confidence is growing, if it does not increase conversions or actually, you are probably following bad tips.
Here’s the brand specialists will not tell you – but should be.
Related: Out of the grounds: Six brand classes No one will teach you
1. “Brand awareness” is a trap
Most brand agencies will tell you that you are the purpose of brand consciousness and you know more people know your brand.
This is just true to inform you to enlightenment and preference. Otherwise, it is like putting a pile of money on fire for the sake of heat.
It is worse than an unknown person of a well-known brand that nobody trusts. Just ask companies that are informed for all wrong reasons – Work, Theranos, Moviepass. There were a large number of awareness. Did not help.
Instead of following recognition, focus on reliability. If your audience trusts you, they will look for you. If they do not, no amount will save you.
2. It doesn’t matter if your “why” – if not about them
Simon Sinek’s Why start A thousand missions have been launched. Now every company is obliged to have a deep, inspirational reason for the existing.
Here’s the problem: Customers don’t care why you start your business. They care about what you can do for them.
Apple’s “Why” is famous, but no one is buying an iPhone according to the mission statement. They buy better because they are working better and integrate into their lives comfortably. Nike’s “Why” is binding, but people buy their shoes because they are doing well and look cool, not because of corporate manifestos.
If your brand story is just closed directly to customer results, it is important. If your “why” does not help them, it’s just a noise.
3. “Be the original” is the most misunderstood recommendations in work
Everyone says the brands “to be original.” What does this mean?
Very often brands comment on the authenticity such as adopting controversial stands or accepting the “real” tune or “real” tone on social media. Sometimes it works. Often, it returns it.
It does not mean to say that you feel the originality in the brand. It means aligning messaging with your customers expect from you. If people trust you for the reliability, do not try to be suddenly Edgy. If they love you for the innovation, don’t play safe.
The best brands are not original in the sense that they reveal everything about themselves. They are genuine in the sense that they have reached their promises – consistently.
Related: How to protect the originality of branding brand in an increasingly suspicious world
4. The difference is over – if it is useful
Brand experts love to say “to be different.” They say that the difference is the key to success.
It’s half true.
To be different, it is only valuable when it is different. If you build a product with a neon-pink interface to be unique, you are wasting your time. If you distinguish the opponents by solving a real pain point that you ignore.
Tesla was not different from being another car company. Electric cars stopped proved to be desirable. AirbnB was not different from being another hotel alternative. Stopped by unlocking non-use space.
Be different from where it counts. Everything else is a distraction.
5. Dream logos and smooth taglines will not save you
Some enterprises observe over visual identity and smart slogans, believe that the brand success begins with the right look and feel.
Returns back.
Large brands are set on the item, not aesthetics. Your logo does not convince people – you have a reputation. Tagline does not create loyalty – your product and customer experience.
Yes, a strong visual identity issues. If you invest in the design before setting up the reliability, you decorate an empty house. Make sure people trust the people inside before you worry about the window dressing.
6. Customers define your brand – not
This is the most important truth that ignores the brand experts: You do not control your brand. Your customers are doing.
You can shape the narrative, tell your story and tap the messaging, but in the end, your brand is what people say about you when you are not in the room.
If you are recognized for a great service, this is your brand – whether you plan or not in this way. If clients consider it over-appreciated and invalid, no amount will change the marketing spin.
7. The only brand metric that is important to trust
Forget the consciousness. Forget the difference. Forget the originality. If your brand does not encourage confidence, there is nothing else.
Trust is the foundation of every big brand. Therefore, people receive from Amazon without hesitation. Therefore, Patagonia can get a reward. Therefore, Apple customers continue to return when competitors offer cheap alternatives.
If customers trust you, they will give their attention. If they trust you, they will pay the reward. If they trust you, they will forgive your mistakes.
Related: 5 Basic Brands How can confidence matter can be eliminated
So what do you actually work?
Most brand recommendation is garbage because it focuses on the wrong things – consciousness, aesthetics, slogans – ignoring things that manage long-term success.
Here are things that are actually important:
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To trust the vision: It means nothing when people don’t believe you.
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The client needs a corporate story: If your “why” is only serving them, “why” is useful.
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Alignment on the truth: In a real way, do not confuse your brand, make it stronger.
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Meaningful Differentiation: Just be different, not because it is important.
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Item on style: A good reputation beats a good logo every time.
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Listening to dictatia: Your brand is what they say that customers are.
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Believe in everything: Because nothing else is important at the end.
The brand is not looking cool or smart. This is going to be the company that your customers want to trust. If you pay attention to this, the rest is taking care of yourself.
