Do you also want to leave the fear behind and build a brand that inspires confidence?
Then, keep reading and you will find something interesting.
What does our client expect from us?
All our clients want breakthrough ideas.
They tell us that they have hired us to give them out-of-the-box solutions. They want innovative thoughts, which will dent the universe.
The key assumption is that any innovative idea will not cost them anything to market their brand.
A client hired us to write some crucial pieces of branding communication and informed us that he wants something creative, dynamic, and attention getting – a compelling expression of the product’s personality.
The competitive products were in the media, and the only way to hit back was tocome up with a super innovative proposition. As soon as we submit exactly that, however, we’re met by a wave of concerns,
“What if people think that we’re too creative or too smart?”
“Are we looking like a respectable corporate house?”
“None of our competitors have used such advertising in the past?
“Maybe we should just do what our competitors do; would you mind studying their websites and their past advertising? We just need to be a bit better than them.”
“This is our first time; let’s not take any risk.”
How we take this?
Our response tends to be: You’re the boss. But since we pretty much spend every day thinking about what makes branding effective and how a different communication can light a fire under people, we urge you to reconsider.
Your competitor’s site?- As dull as yesterday’s newspaper? They’re trying to be all things to all people; they are boring, uninspiring, plain information giving websites.
Our customer is tired of listening to the same boring language – “highest quality”, “industry leader”, “commitment to excellence”, “years of experience”, “solutions-oriented”, “synergy-driven”, and “testimonials”, along with some purchased images. We defy the average visitor to recall a single phrase from such sleep-inducing marketing jargon.
The desire to appeal to the widest possible client base is understandable. But branding yourself requires you to do at least two things:
1. differentiate yourself from the pack, and
2. Figure out who your ideal clients are and speak directly to them.
Branding With Fear
Shirking these tasks and retreating to the safe middle ground is what we call “branding with fear.”
And though you may feel you’re just playing it safe, this kind of branding is toxic to the development of your brand. As the old saying goes, standing in the middle of the road only means you’ll be hit by traffic in both directions.
“I’m convinced that fear is at the root of most bad writing,” Stephen King says in his wonderful 2000 book On Writing. He’s talking about timidity, the insecurity that makes us doubt ourselves and abandon our very substance to feed some hollow myth about audience expectations.
But if you’ve had sufficient confidence to launch a marketing campaign, you should be able to summon the self-assurance to brand yourself with equal confidence, which will allow customers to sit up and think about your proposition.
Should your marketing materials be direct and funny, edgy and irreverent?
Sure, if that’s the tone your target audience responds to.
Should they be sensitive and passionate? If that will connect to your consumer.
Should they be touching a raw nerve or use modern-day jargon?
Yes, yes. Anything that makes you different and awesome.
What calls out to the most discerning consumers? Authenticity. Originality. Boldness. Even Audacity.
Provide new thinking patterns. Have the courage of your convictions and proceed accordingly. You will not fail. Only then, you will be able to build a brand that inspires confidence.
In short, fear not. Create your magic, not yawns!
About the Author:
Hemant Mishrra is a Brand Strategist for creating 100 Cr + Brands I Brand and Marketing Consultant I New Product Launch expert I Coach and Mentor to startups and SMEs I Author
You can reach him at email@example.com or WhatsApp him at +91 99200 18430