Whitney Greer

Lately I’m conducting a lot of brand-therapy sessions.  That’s where people call for brand help after realizing the website copy isn’t reflecting the strengths of  their business or organization.  Or worse, when they decide to jump into the social media fray more fully and that not only is the website out of whack, but their bad messaging is about to go [...]Read More »

Lately I’m conducting a lot of brand-therapy sessions.  That’s where people call for brand help after realizing the website copy isn’t reflecting the strengths of  their business or organization.  Or worse, when they decide to jump into the social media fray more fully and that not only is the website out of whack, but their bad messaging is about to go viral, spreading across LinkedIn, Facebook, Yelp, Twitter, association websites…really anywhere they show up.

Much like in therapy, these smart people confess to finding themselves in bad situations.  I don’t judge.  Everyone can use support.  In case you’re wondering about your own branding.  Here are the top 3 indicators that you coud be in trouble.

The poorly defined audience:  Television networks know that when they try to appeal to everyone between the ages of 25 and 49 creating must-see programming becomes a spitball exercise.  You just can’t get anything to stick.  When networks finally got the lesson and segmented, programming improved. (Think TNT, people who love drama, TBS, comedy chasers, and Discovery, vicarious thrill seekers.)  You have to know who you’re talking to before you can say anything they’ll tune into.

The magical thinking that “we don’t really have any competition.”  I just have to say it.  Everyone has competition.  Even if your non-profit offers the only reading program in the city, you’re competing for people’s time and resources.  Think how many pleas you get per day to support a local school, your friend’s walk-a-thon, or the local arts center.  Sometimes the old way of doing business can be the competition. 

Not knowing how to stand out. This question stumps most organizations – especially as they evolve.  Rackspace Hosting is a great example of a positioning shift.  After a ding on customer service, this group switched its message to “fanatical support” and made sure they could support the claim. (An important part of positioning.)  You may have once known what you wanted to be recognized for, but changes in audience awareness, or new players in your area of expertise, may mean it’s time to do a little navel gazing.

While these aren’t new challenges in the marketing world, they are traps that even the most well-intentioned people can fall into.  A little time spent on the couch could save you time and money untangling your mixed messaging in the future.