The main problems with 3 brand

With all the double play today on the brand strategy and the right way to go about it, it's no wonder so many companies are showing signs of schizophrenia brand. Brand experts would have us all believe that the mark is either A.) very difficult, complex or B.) magic, created with mirrors and fairy dust.

Nonsense. Branding is a simple process, based on sound principles. Companies just need to think through. Branding problems really boil down to three main scenarios:

1. Companies that try to be what they think their customers want it to be

2. Companies that have done nothing about their brand

3. Companies that get stuck in analysis paralysis - over-thinking market segmentation, competitive positioning, value propositions, long-term goals, short-term objectives, qualitative research, quantitative research, etc. etc. etc. (This is important, of course , we just do not get stuck here.) What are the experts in branding is like talking to a few companies seem to be "themselves".

Lost in a sea of ​​identity

Most companies do not stand out on the market "sea of ​​sameness." And why not stand out, are not in contact with potential customers. These weak brands strain resources and give the feeling of working harder for less. The main reason most companies do not stand out is because you do not know "who" are. Some think they have to be like their prospective customers to connect with them, so they bend over backwards trying to be what they think the market wants them to be. They try on many different looks and change with the trends, with many different images and personalities at the same time or one after the other. This only confuses customers and dilutes any aspiring competitive advantage. Some companies simply do not pay attention. Their work groups work in silos, and, under the guise of decentralization or pushing down authority, the brand went out of control. There is no consistency for customers to grasp or acknowledge. And still other companies working on their trademarks ... and work, work, and work. They range from a branding agency to the next, trying to get the "right formula" for success. Or spend a bundle, and two years of time doing research and have meetings and never make a decision. Or make a decision, but after all that "work", the solution brand is so beaten up that no one remembers how they got there or what the point was over.

What about being yourself?

Stop! Think for a moment. Is not the purpose of branding to showcase your business to your audience? (Bear with me here.) Do not you really want your customers and potential customers to know you, recognize you, and connect with you? And if marketing is like having a conversation, a relationship with customers - do not think you should get to know the real you?

Companies need to be authentic with branding. They need to find their own identity based on their values, character and personality, and translate these identities in strategic representations. Then, these authentic representations, when used consistently over time, will help customers to recognize and emotionally connect with them, so the company can gain a competitive advantage in the market. Think of your favorite brands. I bet dollars to donuts your favorite brands got where they are to be authentically themselves - that the freedom of individualism, as Harley-Davidson. Or, attractive design with a limited budget, like Target. Or a great brand experience, such as Starbucks. You get the point. They are, and I love them for that. So next time you think of working on the brand, go ahead - it's good to think about what customers want from you. And it is good to do research and analysis too - but start looking inward, authentic self in your company. Your core values. Your culture. Your imperfections and your little known secrets. Your brand will be the best .......