Motto

What can we do as leaders to navigate this crazy time? How do we practice brand leadership when many of us are in complete panic mode?

Leaders and business owners are in complete panic mode. Businesses and brands are suffering. This is a time like no other – and it’s affecting us all professionally and personally.⠀

In case you missed our jam-packed webinar on March 30 – we had people join from all over the world!

There is an indescribable, alluring quality to the world’s most beloved brands.

We’re enamored with the sense of nostalgia that Coke inspires. Patagonia awakens the explorer and begs us to experience the natural world. Victoria’s Secret evokes the seductive lover when we buy sexy lingerie. Nike fuels greatness, and charity: water makes us want to donate our birthday money to help change lives.

To the casual consumer, the power that some brands hold seems like a mystery or stroke of luck. But there’s nothing unintentional about it. The force behind the world’s most influential brands is actually a science–an intentional positioning strategy grounded in years of psychological research.

“I want to be the next Apple or Nike.” Everyone thinks they can be a Jobs or Knight-like disruptor, but there’s often a disconnect between what leaders think they want for their brands and what they have to courage to execute. The result: a lot of noise, a lot of sameness, and a whole lot of mediocrity.

Case in point: a few months ago I attended the “The Summer Fancy Food Show,” a specialty foods trade show and one of largest of its kind in North America. As I made my way around the show, stopping at one booth after another, tasting sample after sample, and listening to each founder’s story, I was simultaneously overwhelmed and underwhelmed. The amount of competition was staggering but so was the sameness: a mob of vendors vying for attention. Most of them were saying the same thing as their competitor in the next booth in the same tone of voice. Where was the differentiation? Where was the innovation? Where was the Maalox?

Branding mistakes and pitfalls can plague even the most respected and established brands. Anything from bad product launches and marketing blunders to co-branding errors and controversial advertising can send your consumer base running for the hills. Let’s look at some of the biggest branding mistakes that both new and seasoned brands can make.

Why do some business-owners have reservations about hiring a branding agency?

The biggest one is cost. Other factors include lack of education of what a branding agency does and how it can help your business grow. Branding is one of the most important investments you can make and often, the most overlooked. Hiring a branding agency can end up cutting costs in the long run by creating a strong brand and consistent narrative in the marketplace.

Some bigger companies have the money to hire a Marketing Director, Brand Manager or a whole internal marketing team. And often, companies of this nature will wonder why they need an agency at all if they’ve already got internal help. Well, even if you’ve got someone on staff full-time, chances are that person is going to need some guidance and additional resources to operationalize the brand internally, uncover pain points at the leadership level, unify the brand across touchpoints and ultimately see your business from the customer’s point of view.

Here’s a few reasons you should consider partnering with a branding agency: