Brand Communication: 5 Signs You’re Doing It Wrong
It’s hard to admit you’re bad at something. It’s like admitting you like pineapple on your pizza. You just don’t want to face those judging eyes staring at you. But here’s the thing, it’s true that acknowledging you s**k can feel like a truck running over your ego, but you need to get over it. The longer you’ll stay there, the longer you’ll s**k.
“Fake it till you make it” may sound like an alternative, but believe me it doesn’t work. Hiding your flaws only holds you back. It’s like going on vacation and forgetting to buy a ticket for your unresolved issues, hoping they won’t get upset and won’t follow you. They will and they will also resent you! And every time you will try to have some fun, there’s going to be an unresolved issue just waiting there to ruin it for you. Are you trying to impress an investor? Here’s me, your unresolved website crashing while you pitch. Are you trying to flirt with some clients? Here’s me, your unresolved brand messaging not finding the right words.
Just admit your weaknesses. It’s better for everyone. Embrace your flaws and work towards improvement. The sooner you’ll do that, the sooner you can focus on learning and developing, the sooner your startup can evolve. And if you don’t know where to start, I have prepared a list of red flags that can warn you that you’re not on the right track with your brand communication.
If your startup’s branding looks like a playground for a toddler on a sugar high, your branding is probably inconsistent. Nothing is unsolvable, but if you keep it that way your consumers will become confused Karens. And that's just unwanted.
If your startup looks, acts, and feels like a clone, then it’s probably a clone. Think twice if you want to occupy somebody else's territory when creating your identity, tone of voice, and positioning. It’s good to fit in, but nobody will notice you if you just blend in without any differentiation.
If your brand voice sounds like a person with a multiple personality disorder, you probably need to choose one. People need to recognize you to be able to connect with you.
If you can’t explain your product to a three years old, you’re probably overcomplicating it. I’m not saying you should treat your consumers like children (if they are not), but simple terms will get you far.
If, regarding the medium, your startup’s messaging sounds too serious, pragmatic, and technical, you’re probably boring. People need to be told things compellingly otherwise they lose interest and leave.
And that’s most probably true. But trust me on these. Being bad at brand communication is not the worst thing to happen to you. Just think of it as an opportunity to show progress. You’ll have a great story to tell in meetings showing pictures of your former ugly brand and the incredible transformations it has been through. Probably.
By Adriana Luca