Why Branding Your Business Is an Inside Job

Choosing the right branding can be hard.

Names, tag lines, colors, logos, unique selling points, values, key words, language, style, tone, focus, reputation – there is so much to consider when it comes to branding your business. And we are desperate for branding that is catchy and cool. A special combination of branding elements that will surely make us stand out from the crowd and magically cause prospects to fall under our spell and sign up for our services. If we could just get the right wording, the perfect WordPress template, the most unique graphic styling – then our marketing would be easy – or so we think.

I’m embarrassed to think about how much time I used to spend comparing myself to other people on line. It used to happen to me every time I came across a website with someone that had a catchy title, or a stand out tagline. Or when I would come across a cool layout or design that someone was using for their blog. All of a sudden what I had come up with wasn’t as catchy or cool to me and off I would go to sulk until I came up with something cleverer or more cutting edge. What a waste of time, money and energy.

Some of my clients have pretty clever names that they spent lots of time and money having someone help them come up with. Others are struggling in a sea of over-branding and hype to find the perfect title or tagline. Then some are caught in a perpetual cycle of rebranding. In all cases, branded and unbranded, they are still having a hard time:

  • Finding and connecting with their ideal paying clients
  • Offering the right services at the right price point
  • Marketing their services to their ideal audience with confidence

They think the problem and the solution is in their branding. They think if they change their colors, get a name and tagline that “pops,” or get a newly designed blog or business card that looks unique enough, that all the paying clients they know are out there will suddenly come running to their website.