3 Branding Mistakes that Are Costing You Big Bucks

May 26th, 2010

Marketing an unbranded business is like asking potential clients to find a diamond in a pile of cut glass.

Because the concept of branding is often misunderstood, most creative coaches and wellness professionals end up with vague or conflicting ideas about what their brand even is. No wonder they haven’t figured out how to develop and make the most of a unique brand identity that allows their 14-carat qualities to shine through!

Branding is the fastest way to streamline your client flow and your cash flow. Here are 3 costly branding mistakes that will keep you from attracting a steady stream of ideal clients with YOUR magnetic brand.

Branding Mistake #1 – Underestimating the power of a strong, authentic brand

A strong brand equals more clients and more money. It’s really as simple as that.

We’ve all heard that people do business with those they know, like and trust. Without an easily recognizable brand, consistently running through your business and your marketing, potential clients can’t get a sense of who you are and what you stand for. The “know, like, trust” factor is missing.

Coca-Cola, Nike, Disneyland – all companies with immediately familiar branding elements. It’s no accident they each enjoy huge profits and fiercely loyal customers.

The biggest money-draining mistake a business can make is to be forgettable. And with the abundance of marketing messages out there, it’s all too easy to get lost in the crowd.

Right up until you have an exciting, authentic brand (like I’ve created) doing its client-attraction job, bringing in new, ideal clients and giving you the giggles as you watch your bank account grow.

Branding Mistake #2 – Thinking a logo = a brand

It’s an easy mistake to make because a logo is something you can see, whereas a true brand can be a little harder to point to and say, “There, that’s it!”

What are you a stand for in your business, no matter what – that’s the energy behind your brand. What makes it a brand is the attitude, the personality of it. I created my brand using the power of archetypes, and I define it as the “Wise Jester.” (My top two archetypes were Jester and Teacher.) You can see those playful, teacher-y qualities reveal themselves not just in my logo, but in my business name, my title (Grand Poohbah), and how I focus my programs on training and encouraging my clients.

When you identify your unique brand, it shows up everywhere – yes, in your logo, but also in the services you offer, your program names, the fonts you use, even your outgoing voice mail message. It’s like your business can breathe a sigh of relief because everything just seems to fit together.

Branding Mistake #3 – Plucking a brand out of thin air

Your brand isn’t something that can be slapped on top of your business like a band aid.

The good news is your brand is already a part of who you are. All you need to do is uncover your most authentic qualities and allow them to merge together to create an exciting, memorable “identity” for your business.

When you brand your business with the persuasive power of archetypes, it takes all the guesswork out of it. You instantly make your marketing easier and more exciting because you’ll clearly communicate who you are and what you’re all about to your audience.

The best branding creates a persona (that’s authentically you, of course!), complete with personality, quirks, emotions and values. Think of the gecko in the Geico commercials. With his British accent and sly wit, he’s a lively example of how a oddly named company in a rather dull industry created an identity that is amusing, memorable and makes us feel connected enough to want to do business with them.

Your Authentic Brand Is the Starting Point for More of Everything

The basics of marketing a service-business are pretty simple to figure out. Branding is a little trickier to get “just right.” But there’s nothing like a strong, memorable brand to make your business stand out from the crowd and attract a steady stream of well-matched, high-paying clients to you.

A congruent, harmonious brand gives you a strong sense of identity, meaning and alignment with your passionate purpose. The results are inevitably more money, more time, and more freedom because what you’re doing is perfectly right for YOU.

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Entry Filed under: Online Marketing Strategy