I’m Tired of Branding Experts
Look, I’ve been in this marketing game for over two decades. I’ve seen trends come and go. And honestly? Most of what passes for branding advice these days is just noise.
It was 2003. I was sitting in a conference in Austin, listening to some guy in a suit tell us that branding is all about finding your ‘authentic story.’ I turned to my colleague, let’s call him Marcus, and said, ‘What the hell does that even mean?’
Marcus just shrugged. He was used to my rants by then.
Branding Isn’t Magic
Here’s the thing: branding isn’t some mystical process. It’s not about finding your ‘essence’ or your ‘soul purpose.’ It’s about making a promise and keeping it.
I remember working with a client back in 2010. Let’s call her Lisa. She ran a small bakery. I asked her, ‘What’s your brand?’ She looked at me like I had two heads. ‘I make good cakes,’ she said. ‘That’s it,’ I told her. ‘That’s your brand.’
But then the ‘experts’ got to her. Suddenly, she needed a ‘brand story,’ a ‘brand voice,’ a ‘brand personality.’ She spent $87 on a fancy logo and another $214 on some ‘branding workshop.’ And you know what? Her cakes didn’t taste any better after all that.
Stop Worrying About Being ‘Unique’
Another thing that drives me nuts is this obsession with being ‘unique.’ Newsflash: you’re not. Neither is your business. And that’s okay.
I was having coffee with a friend last Tuesday. Let’s call him Dave. He’s a plumber. I asked him, ‘What makes you different?’ He laughed. ‘Nothing,’ he said. ‘I just fix pipes. But I do it well and I show up on time.’
That’s it. That’s all you need.
What You Should Be Focusing On
So what should you be doing instead of worrying about your ‘brand essence’? Here are a few things:
First, know what you’re good at. And be honest about it. If you’re not great at something, don’t pretend to be. Outsource it or improve it. But don’t lie about it.
Second, keep your promises. If you say you’re gonna deliver something, deliver it. On time. Every time. That’s how you build trust. And trust is what branding is really about.
Third, be consistent. I don’t care if it’s your logo, your voice, your packaging, or your customer service. Make sure it’s all in line. Make sure it all matches. Make sure it all delivers on that promise.
And finally, talk to your customers. Not at them. With them. Listen to what they say. Respond to their feedback. Show them you care. Because, frankly, that’s what they want. They don’t care about your ‘brand story.’ They care about whether you can solve their problem.
A Quick Digression: Events and Branding
Speaking of talking to customers, have you ever considered hosting or attending events? It’s a great way to connect with your audience. And no, I’m not talking about some stuffy corporate thing. I’m talking about real, genuine, fun events. Check out the entertainment events agenda for inspiration. You might find something that resonates with your brand and your audience.
But What About Social Media?
Oh, here we go. Social media. Another area where people overcomplicate things. You don’t need to be on every platform. You don’t need to post 15 times a day. You just need to be where your customers are. And you need to be genuine.
I see so many businesses trying to be something they’re not on social media. It’s cringe-worthy. Be yourself. Be real. Be honest. That’s what people want.
Final Thoughts (Or Not)
Look, I could go on. But I won’t. I’ve said my piece. Branding isn’t rocket science. It’s not about fancy logos or elaborate stories. It’s about being real. Being consistent. Being trustworthy.
So, stop overcomplicating it. Stop listening to the ‘experts’ who tell you that you need to be ‘unique’ or ‘authentic’ or whatever buzzword is popular this week. Just be you. Just be good at what you do. Just keep your promises.
That’s it. That’s all there is to it.
About the Author: Jane Doe is a senior magazine editor with over 20 years of experience in the marketing industry. She’s worked with everyone from small businesses to Fortune 500 companies, and she’s not afraid to call out BS when she sees it. When she’s not writing or editing, you can find her hiking with her dog or trying out new recipes in the kitchen.
