It can be really hard for an individual to identify where they went wrong with their message. Without another unbiased individual such as a coach, it’s almost impossible to find where branding is unsuccessful.
I had this same situation recently and it took a frank conversation with Barb, a friend, and colleague, to tell me that she “didn’t get what I did.” Even after a year of networking 3+ times per month together, I confused her with all of my messages and all of the ways I help entrepreneurs! If this sounds like you, read on.
In my last article, I talked about when branding goes wrong. The path to defining your brand can be difficult when you’re attempting to label it yourself. Sometimes you need an outside person to help you. My tip is that when your brand causes your prospective customers/clients to feel confused about what you do or how you can help them, it’s time to go back to the drawing board.
Branding is unsuccessful when we’re fake or being someone that we’re not. The other person senses the disconnect, and when this happens, they lose trust.
Trust is everything! Remember what they say. People only buy from those they know, like, and trust.
It’s also unsuccessful when we’re throwing too much at a person. We’re so busy in life that we need to give our prospective customers and clients just one idea to grab onto. Just one! Last week, I met a consultant who’s in my same networking group. She identified three of us at the table…she identified me as “Money!” I was shocked!
I loved it though. Profit Mindset Coach, Business Coach, Money Mindset Coach, Money. I felt at least I got something right with my brand!
Let me step out of my situation and give you a visual example.
For example, say I’m a fun-loving art teacher who hosts painting parties at the local wine bar. I usually dress a certain way, speak a certain way, etc.
If I were to attend a networking function in a restrictive gray suit, spoke in monotonous tones, and didn’t smile, that wouldn’t make much sense, and people would wonder what’s up.
Further, if I handed out plain, colorless, and corporate-looking rack cards to promote my classes, those cards would go straight into the trash!
Look at your marketing materials and your messaging to find out where branding is unsuccessful in your situation. I get it. I’m revamping my social media as we speak!
Would you want to go to a paint bar with me? No, I don’t think so!
However, if I showed up to the networking as fun-loving, loud laughing, and colorful true self, YES, now that’s the person I want to party with.
In my next article, I will discuss why branding yourself is important. You need to brand your business and yourself because this tells your prospects what to expect. What are you all about, and how are you equipped to help me?
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Janet Johnson is the author of My Money Pivot: An Entrepreneur’s Guide to Finding & Making More Money. Before becoming a coach, Janet gained seventeen years of experience in a family-owned manufacturing company. She also trained small business owners in Financial Management and Lean Enterprise for seven years through contracts with the State of Connecticut and the Small Business Administration for seven years.