Branding Today is Pretty Much the Same as Yesterday. So, Why is it so Bad?
Whenever I see a new brand or growing company today, I wonder if the founder (s) or marketers spent any time on thinking through the implications of their branding. Most entrepreneurs and marketers I meet today don’t seem to consider the “brand” aspect of their startup. They will talk with emotion about their “mission or purpose.” But when I ask them about how they came up with the name, the logo, the potential values of the company and what they want to make the customer “feel” about their product or service, I get a blank stare.
It’s amazing to me how much sweat and tears will go into so different elements of a startup but, unless the founder is a marketing person or understands branding, they really don’t consider their startup a “brand” at the startup phase. It’s more like a “cause” to rally potential employees and investors. And it’s usually inwardly focused. As an example, “We are going to change the way banking is done.” Okay, but how about focusing on the customer first and then figuring out how you can emotionally connect to help solve THEIR problem.
And honestly, the same holds true for young marketers today who are focusing on “growth hacking” and getting “click-through” and “reads” or “video views.” I get that you need to drive sales but what most of you are doing is transactional marketing, no branding whatsoever. Then when the competition comes, it’s a race to the bottom. Entrepreneurs and young marketers today do not understand branding. Why? It’s simple. They are not being trained or mentored in branding.
You get the drift. In the next few months, I will be posting more articles and videos on Brands and Bulls**t. Why am I doing this? First, you don’t make any money writing books (unless you are Tony Robbins or J.K. Rowling). Second, working with students on a college campus has given me a new perspective on why you help people. What I do today as a director of an entrepreneurship center and teaching in the classroom is honestly one the best things I have ever done in my life. I love what I do. So much so, I am continuing to share my knowledge, insights and experience with this third book (first two were Fail Fast or Win Big and Simply Brilliant). Stay tuned and I hope you are enjoying whatever ride you are on.
Brands and Bulls**t, Excel at the Former, Avoid the Latter. A Branding Primer for Millennial Marketers in a Digital Age.