Let Me Tell You About The Time I Cried At A Marketing Conference
Okay, look, I’m gonna be honest with you. I’ve been in this marketing game for over two decades, and I’ve seen it all. The good, the bad, and the downright ugly. And let me tell you, most of you are doing branding completely wrong.
It was 2007, I think, maybe 2008? Some conference in Austin. I can’t even remember the name of the damn thing. But I remember sitting in the back, listening to some guy named Marcus (let’s call him Marcus, because I can’t remember his real name) drone on about ‘synergistic branding strategies.’ And I just lost it. I mean, I actually started crying. Not full-on sobbing, but you know, tears. Because it was all so… pointless.
You see, branding isn’t about some fancy schmancy strategy. It’s not about being ‘disruptive’ or ‘innovative’ or any of that bullshit. It’s about being real. It’s about being human. And most of you are so busy trying to be something you’re not, that you’re forgetting the basics.
First Of All, Stop Trying To Be Everywhere
I get it. You want to be on every social media platform. You want to have a blog, and a podcast, and a YouTube channel. You want to be everywhere, all at once. But guess what? You can’t. And you’re not. And that’s okay.
I remember talking to a colleague named Dave about this, over coffee at the place on 5th. He was telling me about how his company was trying to be on every platform, and how they were stretching themselves thin. I told him, ‘Dave, you’re not a goddamn octopus. You can’t be everywhere at once.’
And he said, ‘But what if we miss out on potential customers?’ And I said, ‘Dave, you’re missing out on potential customers right now, because you’re spreading yourself too thin. Be excellent at one thing, not mediocre at ten.’
So, pick one platform. Maybe two. And be excellent at them. Be so good that people can’t ignore you. That’s how you build a brand.
Secondly, Stop Trying To Be Something You’re Not
I can’t tell you how many times I’ve seen companies try to be something they’re not. They see what’s working for someone else, and they think, ‘Oh, we should do that too.’ No. Just… no.
I had a client once, let’s call her Lisa, who wanted to be the next Nike. She wanted to be inspirational, and motivational, and all that jazz. But guess what? She sold accounting software. Accounting software isn’t inspirational. It’s not motivational. It’s just… software.
I told her, ‘Lisa, you’re not Nike. You’re not even Adidas. You’re Lisa’s Accounting Software. And that’s okay. Embrace it. Be the best damn accounting software you can be. Make accounting fun. Make it exciting. But don’t try to be something you’re not.’
And you know what? She listened. And her brand grew. Because she was authentic. She was real. She was human.
And For The Love Of God, Stop With The Buzzwords
I swear to god, if I hear another marketing guru use the word ‘synergy’ I’m gonna scream. It’s 2023, people. We’re past this. We’re past the buzzwords, the jargon, the corporate speak. We’re past trying to sound smart and important. We’re past trying to impress each other with our big words and fancy phrases.
I was at a party last Tuesday, and some guy started talking about his company’s ‘aquisition’ strategy. And I said, ‘You mean your acquisition strategy?’ And he said, ‘Yeah, that’s what I said.’ And I said, ‘No, you said aquisition. With an ‘a’.’ And he said, ‘Oh, whatever.’ And I said, ‘Yeah, whatever. But at least get the spelling right if you’re gonna use buzzwords.’
Look, I’m not saying you should dumb down your language. I’m saying you should be clear. Be concise. Be human. Use words that people understand. Use words that have meaning. Use words that actually say something.
A Quick Note On Comparisons
Speaking of being human, let’s talk about comparisons. I know, I know, comparisons are inevitable. But that doesn’t mean you should make them all the time. And it definitely doesn’t mean you should base your entire brand around them.
I get it. It’s tempting. You see someone else doing well, and you think, ‘Oh, if I just do what they’re doing, I’ll be successful too.’ But here’s the thing: you’re not them. You’re you. And your brand should reflect that.
That being said, there’s nothing wrong with a little healthy competition. In fact, it can be downright beneficial. Just make sure you’re comparing apples to apples. And if you’re gonna do a comparison, do it right. Check out moda markaları karşılaştırma inceleme for some solid tips on how to do it properly.
But Wait, There’s More
Okay, I’m gonna go off on a tangent here. But it’s important. It’s about 36 hours. You ever notice how everyone’s always talking about how they only need 24 hours in a day? How they don’t have enough time? How they’re so busy? Well, guess what? I don’t buy it.
I think we all have the same amount of time. 24 hours in a day. 168 hours in a week. It’s what we do with that time that matters. And if you’re spending all your time complaining about not having enough time, well, then you’re not spending that time wisely.
I had a friend, let’s call her Sarah, who was always saying she didn’t have enough time. She was always busy, always stressed, always complaining. And one day, I said to her, ‘Sarah, you have the same amount of time as everyone else. It’s how you use it that matters.’
And she said, ‘But I have so much to do.’ And I said, ‘Then stop complaining about not having enough time, and start doing it.’
And you know what? She did. She started using her time wisely. She started prioritizing. She started getting things done. And she was happier for it.
So, the next time you find yourself complaining about not having enough time, remember: you have the same amount of time as everyone else. It’s what you do with it that matters.
Back To Branding
Look, I could go on and on about branding. I could talk about logos, and colors, and fonts, and all that jazz. But I’m not gonna. Because at the end of the day, branding is about one thing: being human.
It’s about being real. It’s about being authentic. It’s about being you. And if you can do that, if you can be human, then you’ve already won. Because people connect with people. People connect with authenticity. People connect with the real thing.
So, be real. Be authentic. Be human. And for the love of god, stop with the buzzwords.
About the Author: Hi, I’m Alex Carter. I’ve been in the marketing game for over 20 years, and I’ve seen it all. The good, the bad, and the downright ugly. I’m a senior editor at reputationsos.com, and I’m not afraid to tell it like it is. I’m opinionated, I’m blunt, and I’m not always right. But I’m always honest. And at the end of the day, that’s what matters.
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