First of all, branding is not your logo. Branding is much bigger than that and represents much more. I always tell people branding is what people say about you when you're not around. Plain and simple.
Now, how do you know if you have a branding problem?
- You spend an excessive amount of time validating who your company is and its trustworthiness after multiple interactions.
- You ask 10 people inside (or outside) your organization what you do and you get 10 different answers.
- When people visit your website and have no idea what you sell.
- You aren't memorable.
- Your advertising is more about bragging than talking about benefits.
- You spend more than 45 seconds explaining what you do.
- You can't explain why you're different in any other way than just to say "We're innovative in our approach."
- When you are described in terms of how similar you are to the competition rather than how you're different.
- When your tagline makes you sound like everyone else.
- When you explain your benefits and it still makes you sound no different than your competition.
- When you start thinking that not enough people "get" your brand.
- When your clients are consistently unhappy with you.
- When your brand is displayed inconsistently across all different types of media.
- Your brand doesn't stand for anything or represent anything. It's just a logo.
- You message changes constantly depending on who you're talking to.
- You're attracting the wrong types of customers.
If any of this sounds like you, then you have #brandingproblems and we should talk.
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