Why Your Brand Sucks & No One Cares
Ok, your brand doesn’t suck. I was going for the hard-hitting click-baity title to get you here in case it was a potential pain point. The good news is it’s a common pain point. And it’s a pain point that even the most renowned and celebrated brands worry about because at any moment they can drop the ball. For example, when did George Clooney know it was time for a different haircut?
When exactly did these become out of line?
Before you know it, what’s working turns into what used to work which turns into what was I thinking? The idea is to know when that is as soon as possible. What we are basically exploring here is the challenge of distinction and why it’s difficult for most businesses. A large part of it has to do with the increasing sense of complexity we as humans face on a daily basis in a world that is in constant and rapid flux.
In an oversaturated market where every entrepreneur believes they've found the next big thing, mediocrity is the unforgiving norm, not the exception. It's no longer about just having a good product or service when you can’t cross the initial barriers of a) people not knowing you exist and b) when they do, they swipe to the next thing in less than 0.2 seconds. So how do you stand out from the noise? If your brand and business are languishing in obscurity, then this might be worth the 8-minute read. Because it isn’t the market's responsibility to figure out what you do and why it’s valuable. You have to make it hyper-obvious and crystal clear. And maybe you don’t have a huge marketing/communications budget and so you have to figure out some of this on your own.
Let’s first look at barriers.
Barriers
Information overload.
You and your business are like a grain of sand on a vast beach. Which one are you again? The impact of information overload reaches to both sides of the fence.
Lack of Authenticity:
Today's consumers, particularly millennials and Gen Z, are savvy and discerning. They crave authenticity and connection. Yet, many brands fail to deliver genuine, human experiences. (Generation Z and millennials, comprising approximately 2.6 billion individuals globally, represent a significant portion of the consumer market. In the United States alone, millennials make up around 72 million and Gen Z around 67 million, making them the largest generational groups. Their combined purchasing power is estimated to be over $1.4 trillion annually, highlighting the substantial economic impact they have on various industries. As digital natives, they heavily rely on technology and social media for product discovery and recommendations, making it crucial for brands to effectively engage with them through relevant digital channels.)
Failure to Innovate:
It's easy to read this and think, "Easier said than done." You're right. As an entrepreneur, you're spinning multiple plates, and the day-to-day management can often push innovation to the back-burner.
Plus, the thought of change can be intimidating, even paralyzing. We understand, we've been there. But here's the hard truth: to survive and thrive in today's rapidly changing landscape, we must adapt and innovate. This isn't about overhauling your business or chasing every trend. It's about infusing an innovation mindset into your brand's DNA. Think small, incremental changes that collectively move the needle. It's about listening to your customers, taking calculated risks, fostering a culture of curiosity and learning, leveraging technology, and embracing partnerships. No one said it was easy, but remember, the greatest threat to your brand is not a failure but complacency. Your journey of innovation might be challenging and fraught with uncertainty, but it's a journey worth embarking on.
Common Oversights
Underestimating the strength of your competitor’s brand and positioning
Brands don't exist in isolation; they vie for customer attention in a crowded marketplace. When you underestimate your competitors, you miss vital cues to define your unique proposition. You can get drowned in the noise, losing sales and loyalty. A good understanding of your rivals' strengths and weaknesses helps you carve out your unique selling point and communicate it effectively, ensuring your brand doesn't just survive but thrives.
*Clarifying Question: What are the key strengths of my competitors' brands, and how do they position themselves in relation to my own brand?
Overestimating your current positioning
A healthy dose of self-assessment is crucial for any brand's survival. If you believe you're already at the top and stop pushing for innovation or improvement, your brand risks stagnation. Complacency can leave you vulnerable, enabling competitors to catch up and surpass you. Keeping a realistic view of your position in the market pushes you to strive for more, always looking for the next opportunity to distinguish your brand.
*Clarifying Question: What are the key strengths of my competitors' brands, and how do they position themselves in relation to my own brand?
Out of touch with cultural, social, and media trends
A brand's success is intricately tied to its cultural relevance. Ignoring the ebb and flow of society's trends can render your brand obsolete. Staying in tune with emerging social dynamics, understanding the cultural discourse, and tapping into media trends keeps your brand engaging and relevant. Embracing these elements allows you to create meaningful connections with your audience, maintain your brand's appeal, and ensure you're always part of the conversation.
*Clarifying Question: How does my brand currently respond to major cultural, social, and media trends, and where are opportunities to be more in touch with these shifts?
A Cautionary Tale
In the 1960s and 70s, Rover was highly regarded for its high-quality sedans and rugged Land Rovers, solidifying their position in the automotive industry as a symbol of British craftsmanship and engineering excellence.
However, they underestimated the rapid advancements and increasing competitiveness of their Japanese competitors, such as Toyota and Nissan, who were improving their quality and innovating rapidly. As a result, Japanese cars started to gain significant traction in the market, gaining popularity and capturing a larger share of consumers who sought reliability and better value for money. Rover went into decline and encountered a tumultuous period during the late 20th century, grappling with ownership changes and financial instability. These hurdles ultimately impacted the brand's standing in the automotive industry and led to a decline in its market share.
What Goes Up
Despite Rover's initial success and reputation, its growth trajectory began to falter in the face of increased competition and changing market dynamics.
Decline in Sales and Market Share: Rover's sales figures started to decline during this period, as they faced increased competition from Japanese automakers and European rivals.
Weakened Perception and Reputation: Rover's brand perception began to suffer as consumers perceived their vehicles as outdated compared to the emerging competition.
Increased Quality and Reliability Concerns: As Japanese automakers gained a reputation for producing dependable vehicles, Rover struggled to keep up, leading to decreased customer confidence and loyalty.
Failure to Bridge Innovation Gap: Rover's failure to keep pace with advancements in technology and design further contributed to its decline. The introduction of new features, fuel-efficient engines, and modern designs by competitors made Rover's offerings seem outdated in comparison
Laying the Foundation
In defining the essence of your brand, three interconnected layers emerge: Concept, Contrast, and Context. Each layer holds its unique perspective and value, but their collective insight is where the true power lies. By understanding these layers individually and in conjunction with each other, you can achieve a comprehensive view of your brand's standing. This holistic approach enables informed, strategic decisions to elevate your brand's position and performance.
If your brand feels stagnant or is not generating the desired engagement, it's likely that one or more of these layers - Concept, Contrast, or Context - is either misaligned, inadequately defined, or becoming irrelevant.
Rover's downfall can be attributed to their oversight in two key circles. Firstly, they failed to accurately grasp the concept of their brand, underestimating the need for continuous innovation and adaptation in the face of evolving market demands. Secondly, they lacked an understanding of the contrast within their immediate environment, failing to recognize the growing competitiveness of Japanese automakers. By missing out on these aspects of concept and contrast, Rover ultimately neglected the larger contextual landscape (context) in which they operated. This led to a decline in market share and ultimately their downfall.
Question to ask yourself:
Why should anyone care, really?
How do we clarify and establish 1-of-1 positioning?
How are we useful in people’s lives beyond selling them products/services?
Closing Thoughts
When it comes down to it, your brand sucks and no one cares because the value you provide is either shrouded in ambiguity, or if clear, it's just not something people want or need. This is a hard truth to swallow, but it's a wake-up call that can turn your brand around. In the crowded marketplace of today, clarity of purpose and relevance of offering are not just desirable, they're essential. So, it's time to scrutinize your brand: What unique value are you offering? How clearly are you communicating it? And most importantly, is it something your audience truly wants? Get these right, and you're well on your way to a brand that doesn't just exist, but truly matters.
It's really easy for entrepreneurs and brands to become complacent, to stick with what's comfortable and known, especially when the pressure of daily operations looms large. But the road to relevance and success doesn't wind through the familiar terrains of comfort. It requires the courage to venture into the challenging landscapes of innovation, authenticity, and distinction.
What does the future of your brand look like?
