Think about the company that has earned your undying loyalty. What is it about this business that resonates with you so strongly?
Do they provide a stellar product or service? Do they make it easy for you to purchase? Do they share your personal values? Is your experience with the company always positive and engaging? Do they express that they care about how you feel? Do they listen to what you have to say?
In short, you are loyal to this business because this business understands you.
My career’s in marketing. And if you too work in marketing, you know that most (if not all) received requests are delivered as a do-this command.
What’s frustrating to a creative person about this approach is that it ignores the creative process of problem solving. In fact, it skips all the steps of solving a problem by jumping to an assumed end.
Here’s a secret: if you want to solve a problem like a creative person, never assume anything.
Start-ups and small businesses are just as prone to sabotaging their brand as are the biggest global corporations. Some branding fails are PR nightmares while others dissolve a company quickly and quietly.
Businesses are so eager to jump to the execution of their brand that they skip over a step or two to get there. And sadly, these costly mistakes can kill a brand—and even its company—completely.
But you can’t build a brand by dwelling on the mistakes. Let’s recognize the mistakes for what they are and then focus on how to turn things around so that your brand succeeds.