Does Your Branding Suck?

It didn’t happen by accident. There are reasons why it sucks, so let’s face them, then talk about how to make your branding not suck.

“Does the branding suck?” This is something you at least suspect, otherwise, why click to see what’s on this page, right?

Allow me to perhaps confirm your suspicions. If you suspect your branding sucks, it’s because there’s a metric that’s not performing to your satisfaction.

The product isn’t selling.

The funnel isn’t converting.

The list isn’t growing.

That course didn’t fill up.

That deal didn’t close.

Something’s wrong, and there’s a better than good chance it’s because your branding sucks. The brand message is too long, too confusing. It’s been so long since you’ve had fresh eyes critique how your brand is portrayed that it no longer has a uniqueness in its market niche. Perhaps your brand’s customer habits have changed, but the brand messaging has not.

There are any number of factors that could be playing into why your branding sucks, and it’s my job to help figure out what’s not working so we can make your brand thrive again.

dan-crask-cincinnati-brandingMy name is Dan Crask, and my job is to help brands not suck.

I’d like to see if I can help your brand not suck. If you’ve heard enough and would like to set up a time to chat, do so here:

Hey, you’re still reading. If you’re almost prepared to reach out for a conversation, but need more reason to believe that I can help your branding stop sucking, here are 3 reasons to believe I can help your brand:

  1. My expertise is for your brand’s benefit.
    Allow me to walk that fine line between confidence and arrogance; I’m aiming for the former, not the latter. Whatever it is you do, you must be really good at it because right now you can afford to entertain the idea and costs of bringing in outside branding help. Kudos, my friend. Well done. And, whatever it is you do, you’ve likely forgotten more about it than I’ll ever know about it. That’s just the nature of being a professional at anything. The same is true of me and helping brands perform better: I’m better at developing brand than you because developing a brand is not your gig. It’s mine, but it’s not mine to own. It’s mine to share and help brands thrive from.
  2. My approach is driven by goals, not just aesthetics.
    Now that we know our roles, let’s talk about what it means. You know your brand and business like no one else. I know how to make it not suck, and specifically, how to demolish that goal you have been unsuccessful at trying to achieve.See, when “branding” is mentioned most people go as far as what the brand looks like. I go further. I want to make sure that brand is working, earning its place and contributing to the goal.So when we work together – come on, we both know it’s going to happen…you’re this far! – we will start by setting a goal of the one thing you want to achieve from your branding. Everything we do comes back to that.
  3. I don’t chase shiny objects.
    When you work with me, you are working with someone who, like you might be, fairly skeptical about the latest/greatest shiny marketing object.  Oh, Facebook! Oh, Instagram! Oh, QR codes! Oh, [whatever is next]. Those might very well prove to be appropriate for your goals, but we will consider them critically – not chasing whatever the thing-of-the-moment happens to be. What I care about is that your brand doesn’t suck, and that goal you have been missing is finally met. It’s in my best interest to do so because I want your business for the long-term, not just a single project.

By now you’re convinced, right? We can talk about collaborating, and see what happens. To start that conversation, get in my inbox through this little form below:

I can see you are someone who likes to gather a lot of info before engaging a professional, and you know what? That attribute is very much appreciated. Like you, I don’t enjoy wasting time on exploratory adventures.

So as a professional courtesy here is my final pitch: Below are the 3 most common flaws I see in brands that suck.

The Sources Of Suck

Before we can fix it, we have to know what’s causing the suck.

  1. You’re not thinking on behalf of your customer.
    If you have a thought that starts with “I like…” trash it – what you think is not important, only what your customer thinks is important. Feel free to ask others their take on your branding, but don’t put much stock in opinions that start with “I like…” if they’re not your brand’s targeted persona. For instance: Some well-intended folks ask a spouse for feedback, and the spouse is hardly ever your targeted demographic, so their feedback is pointless. Always think on behalf of the customer – their wants, their values, their buying habits.
  2. You created everything yourself – literally, or through awful direction to your hired professionals.
    A lot of entrepreneurs launch with branding that they created themselves due to a lack of funding, or their belief that branding is a low-investment/high-return thing. If the former, you’re in good company. You might just need to graduate to bringing in professionals. If you’re the latter, you might not be someone who can be helped. You might just be too stupid to show the way, and no one has cared enough about you to tell you the truth. The fact is, branding is an expertise. Very few people change their auto’s oil today, yet these same people – you? – believe a visual brand strategy is something  anyone can do. This is a huge source of suck. Be honest with yourself about this – are you the problem?
  3. Your brand is more you than an autonomous brand.
    There’s this temptation out there to think that branding is 100% visual, and it’s not. Branding is part visual, but so much more! A good brand development exercise will develop the brand’s voice, it’s personality, some strawmen it is trying to sell to, and a lot more. Brands should have a written style guide for language, jargon, buzzwords, no-go words, and style. Unfortunately, brands have a tendency to take on the personality of their most invested stakeholder, resulting in a brand that is more an echo of leadership than a standalone brand.

By now I’ve given away as much as I care to via my website. Let’s have that conversation about your brand via the form below:

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