Don’t Trust the Brand-Aid

by Jul 30, 2015Marketing

Don’t Trust the Brand-Aid

by | Jul 30, 2015


When I was a kid, my brother David fell off the top bunk and broke his collarbone. In the hectic moments following the collision, my Dad, in his great wisdom, picked up my brother, sat him down on the chair in the corner of the room, and put a Flintstones themed band-aid around his finger.

Okay, not really. Because that would be totally ridiculous!

When it comes to children and people we love, we instinctively know that when something serious happens we need serious help, and often a professional will get involved to offer their insight into the situation. My parents took my brother to the doctor, and the doctor determined he broke his collarbone… needless to say they let him do whatever it is doctors do to fix that kind of injury!

Unfortunately, as we Resounders survey the branding and marketing landscape before us, it seems our beloved brands are being treated with flimsy band-aids.

They’re being treated with brand-aids.

The Brand-Aid

The landscape is bad, people. Marketers are hurting. There are some serious broken collarbones in the strategies and systems of many marketing departments. And you know what kind of treatments we’re hearing about?

  • Slap a new logo on it.
  • Go viral.
  • Build an app!
  • Put your entire web presence on Pinterest
  • Put forth more content!
  • Integrate the optimized global functionality concepts! (Whatever the heck that means.)

Seriously? Businesses are bleeding out and that’s not helping.

And it’s not just internal marketing departments. Marketing agencies are doing it too. One of our recent clients confided in us about her disappointment as she shopped around for an agency to help lead her company through a rebranding journey. Most agencies thought “rebrand = new logo.” But that’s not what our client wanted and it’s not what the company needed.

Don’t Medicate Your Marketing

Marketers, we need to learn how to diagnose the real problem. And we need to prescribe the right fix — the solutions and strategies that actually heal the real problem.

Let’s start by simply asking, “Where are you hurting?” We’ll probably start hearing things like:

“My brand lacks of engagement.”

“Our brand is dead in the water — no momentum.”

“We’ve got no direction.”

“Our numbers look so bad I wish they were my golf score.”

“People say our messages are confusing.”

“We’re not seeing much repeat business.”

“It takes too long to form messages and distribute them.”

“Our open rates are downright crummy.”

“I don’t think Google knows we’re out there.”

Get to the heart of the problem. Don’t settle for a brand-aid solution. If you aren’t sure how to get there, give us a call and we can help guide your brand through its journey.

In a lot of ways, Resound Creative is like a brand doctor. We take brands through our (patent pending) “Soundcheck” examination process and analyze all the symptoms before we make any recommendations. We want to know the real problem so we can offer the real solution. It takes a massive amount of work to diagnose the real problem, but any other way just doesn’t heal it.

You’ve got a remarkable story to tell! Don’t settle for quick fixes and cheap tricks!

Hit us up for a complete diagnosis!

Resound Newsletter

Get more industry-leading branding and marketing insights like this delivered to you monthly.

Our Book Is Here!

Unlock the power of authentic branding to become a better marketer and business owner.

Latest Posts

The Key to a Smooth Branding Experience

You’ve decided to pull the trigger and invest in your brand, setting aside the budget and time needed to get things rolling. Your workshop is scheduled and you’re getting excited about the future. Or maybe you’re nervous about the investment and the process. Here are...

The Simplest B2B Funnel Strategy to Get Started

In B2B marketing, we're often supporting business development funnels. Basically, we're sending traffic to sales. Those are different from B2C funnels in that we're not trying to get people to buy. Instead, we're trying to get people to get into a conversation that...

Can Authentic Brands Be Canceled?

Last month, I wrote about how authentic brands that last and endure build a loyal community. This month, I’m tackling a logical, highly relevant follow-up question. Given the polarization that’s put everyone in our country under increasing pressure to take sides, can...

Don’t Improve Your Marketing Processes (Let Your Team Do It)

With the right marketing team, and clear process improvement objectives, you can change the entire culture of your organization and get a ton done…if you know how to ask questions. Many of us are doers or at least planners. We know how to get things moving. And hiring...

To Build an Enduring B2B Brand, Start Small

A strong, healthy B2B brand builds a community.  If a B2B brand is serving customers well and consistently, and guiding its employees with a strong vision, then its community will see the B2B brand through ups, downs, and adaptations to a changing marketplace. Of...

Brand Foundations Course

How to Unlock Your Remarkable Brand

Discover Your Brand Values, Brand Personality and Brand Story to get you and your team thinking about what your authentic brand is and how to manifest it.

Brand Webinars

Learn how to develop your brand’s foundation to get a competitive edge.

Unlock Your Remarkable Brand

Want to build unlock your remarkable brand and lasting relationships, but aren’t sure where to start? Set up a call and talk about it with Mike.

Your organization is remarkable – now start acting like it.

Our new book, You Are Remarkable, helps businesses and organizations unlock their authentic, genuine, real brand identities and express them effectively to their customers.