Branding Bonanza Critters: Avoid Things That Get in the Way

You know how when a gopher wreaks havoc by digging in your yard you hire a trapper to eliminate the problem? Think of this article as your personal trapper to eliminate hazards in your marketing and branding plans.

This is part two of a three-part article series called Branding Bonanza. This article is called Branding Bonanza Critters, because it identifies items that can stand in the way of allowing a branding campaign and plan to be successful.

What are branding hazards?

  • Distraction by the competition
  • Fuzzy marketing goals
  • Loving advice that backfires from friends and family
  • Economics and news

Distraction by Competition
Think you have to do what the competition does? Wrong! Just because a competitor sends out some greater and better promotion, does not mean you need to copy them by going one better.


Trust your strategic marketing plan. Avoid being distracted by the competition. If your strategic marketing plan truly identifies your target audience and establishes solid goals, it will deliver Branding Bonanza Desserts or the prized outcomes of strategic marketing.

Fuzzy Marketing Goals Are Bad
Goals in a strategic marketing plan should do more than identify where you are advertising. Establish measurable, specific goals that make your company’s direction clear.

Clear marketing goals assists with identifying BONANZAJP how staff will answer the phone, sign emails, and creates a tone for handling customer service. Branding creates standards for creating a consistent tone with customers in advertising and direct and indirect customer service. Fuzzy goals equal devilish critters for branding.

Loving Advice That Backfires
Very simple. This can be great advice, but too often family and friends’ opinions are blind opinions because they love you. Unless you have a loved one who has experience in your line of work, leave family advice for family matters and stay ahead of your own business.

Although it is lovely to hear your mother tell you that you are pretty or handsome, it doesn’t make it reality! The point is you have to be able to identify the different between a friendly opinion and a truly unbiased opinion before taking the advice.

Economics and News Marketing Killers
News and economics are intricately linked. One feeds the other.

Watching the news can depress business owners or managers, and it is also their responsibility to be aware of up-to-date news. The economy affects a business’s staff, management, owners, payables, receivables, marketing and meeting those ever present strategic marketing plan goals.

There are ways around the business of failing in a tough economy. Keep your head up and watch the budget by using more cost effective branding measures:

  • Host thank you event for existing customers with 15-20% discount for those who bring friends
  • Partner with a business in town to split costs of direct mail and advertising
  • Submit sales as events to local newspapers by “creatively” offering a service during your sale such as having a vendor there or a lecture

This article has identified critters that get in the way of branding and should help businesses avoid branding problems and empower managers to remain focused and deliver successful branding results.

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