We hear this a lot: “Do I need a brand?
Especially from the owners of small and even smaller business, often called a micro-enterprise, whom we commonly work with.
And we admit it, unless you’ve spent your career in the marketing or design world, branding sounds like marketing come on…a way to get unsuspecting folks and businesses to buy into yet another “management fad du jour.”
And a waste of time, energy and money.
After all, didn’t we just spend the previous three posts hammering home that brands aren’t your company, service, product, or person? How in the end, you cannot create or control your brand? Your customers do.
To our minds, it’s not like you need a brand. It’s more like “you are a brand. already.”
A brand is a position in your target audience’s minds. It’s how they decide whether they like or trust you. It encapsulates your reputation; who you are and what you stand for. And where customers or clients “place you” in the pantheon of people or organizations competing for their hard-earned dollars.
Too often, the only reason people will start asking “Do I need a brand?” is because they have started noticing things like:
- The phone isn’t ringing like it used to.
- Fewer customers are coming into their establishment.
- Employees are standing around (or playing on their phones).
- No one is checking out their LinkedIn profile. Or Facebook page.
- There are a lot more empty spaces in the booking calendar.
- Website traffic stats are low (or non-existent).
- The weekly receipts (or accountant) tells them their money situation (read: sales revenues) is off (no vacay or bonuses this year if things don’t turn around).
Any of this sound familiar? If so, then your brand is not working for you. In fact, it may be working against you.
Want to turn things around?
If so, let’s talk.