I know, that might have been a lame attempt at a joke. I get that. But, I’m sure you also get the point I’m trying to make. There are a lot of brands out there that are, well, just not that good.
There are a lot of factors that go into building a successful brand (I’ll talk about that in a future post), which takes more than having a social media presence (more about that later, too). As of late, it’s come to my attention that a lot of businesses are operating under the false pretense that they are absolutely fabulous and they don’t need any PR help. Because I’m a gal who loves a good story, let’s use one to illustrate my point.
There’s a cool new restaurant, lets call it Good Food, Inc., opening in Town X. Now, of course, there are plenty of restaurants already in Town X, most of them already doing a good job. Good Food, Inc. really doesn’t know much about what kind of food does well in Town X or what the people of Town X are into, but they decided that since they have a cool name, some cool decorations and, well, food (because after all, who doesn’t love to eat?!) they will be just fine once they open their doors. Months go by, and the owners of Good Food, Inc., realize that the excitement for their restaurant has waned and to top it off, they’ve gotten some bad reviews online. “The nerve! These people should be glad we even wanted to open up shop in Town X.” states owner number one. “Exactly! What do they mean, our service is poor and the food sucks?! Don’t they know how much money we spent on our awesome decor?!” says owner number two. Then, they put their heads together and get a great idea. They’re going to run a deal on Groupon, get a few fans on Facebook and put out some tweets, and everything will be fine. However, things don’t change for Good Food, Inc. and they continue to go on being un-awesome.
Yes, this story was made up and maybe a little bit dramatic, but again, I’m sure you get the point. There are too many brands that think because they’ve got some good esthetics going on, or because they’re in a particular industry, that they are awesome and don’t need expert help to be such. That couldn’t be further from the truth. Sometimes, especially when a company is new or rebranding, it’s absolutely important to make sure your brand is at least on the road to awesome. Here’s some very brief questions to think about if you aren’t sure whether your brand is on the right track:
- Do you know who your target audience is?
- Do you know how to connect with your target audience?
- Are you actively engaged with your target audience?
- Do people (your target audience in particular) say nice things about your brand?
These questions are not the end-all-be-all for determining whether your brand is good or not, but they are definitely a start. There are a lot of great people out there who can help get your brand together, so there really is no excuse as to why you’re letting your brand operate in un-awesomeness (totally made that up, but it works).
What are you doing to ensure that your brand doesn’t, well, suck?