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Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

7 Warning Signs Your Brand Sucks

Written By: John Morgan | No Comments

There are numerous reasons your business may not be as successful as you’d like it to be. We don’t have time to dive into each and every possible reason, so today we’re going to take a look at 7 very specific reasons why your brand may not be up to par… 

#1. Your marketing is all about you

Self promotion is misunderstood. Yes, you want to market yourself, and your products or services. But the focus has to be on your prospect, not you. Self promotion is NOT about promoting you; it’s about promoting what you can do for others.

#2. Your brand has no reason to exist

People buy based on difference, not similarity. You must have a reason to exist in the marketplace. Don’t be another “me too” competitor. Offer something that no one else does. Being just like everyone else is a fast track to going out of business.

#3. You are focused on price instead of value

If someone has an issue with the price of your products or services, it’s because the value isn’t clear. Focus on the benefits customers get from your product or service and price becomes irrelevant. Price is only an issue in the absence of value.

#4. You are not engaging

The future of business is marketing with people, not at them. The reason social media is popular is because people like to talk. Don’t put up a wall with your audience. Get to know them and allow them to get to know you. Conversation is king.

#5. Lack of commitment

Marketing campaigns come and go. Your brand is not a campaign, it’s a commitment. There will always be new ways to market your business, but before you go chasing the newest trick, stay focused on your overall brand strategy.

#6. Lack of excitement & passion

People often overlook the importance of being excited and passionate about what you do. Passion is very contagious. If you’re not 100% confident about your product and are not clearly excited about it, then don’t expect your prospects to be either.

#7. Lack of proof

Testimonials are the most under-used weapon in marketing. People are always going to believe what others say about you over what you say about yourself. Always make your testimonials visible. Include them in every marketing piece. You can never have too many.

When it comes to branding, each little change you make can add up to having a huge impact on your business. Don’t sweat about all 7 of these tips. Take them one at a time and you’ll be fine.

What do you think about these warning signs? Are you going to rethink some of your marketing? We’d love to hear about it in the comments below.

Article written by John Morgan
John Morgan is the author of Brand Against The Machine and is known as the Chuck Norris of branding. You can read his blog at JohnMichaelMorgan.com