We all know bling when we see it, right? It’s shiny, sparkly and distracts the eye from a person’s face, outfit or arrogant scowl (talking to you, Tabloid Divas). Crafters love the Bedazzler because it turns ordinary white t-shirts into dizzying love fests of color and light, temporarily blinding people as they walk past you on the street.
We can also use a little sparkle and fairy dust now and then. Hey, I love diamonds, too.
But sometimes brands get a little crazy with the Bedazzler. Instead of fixing their product or service flaws, they hide behind new bright shiny logos, cool websites, clever packaging or slick ads. Or their sales landing pages scream with neon arrows, BUY NOW! blinking icons and 80-feet of testimony and schmooze.
Maybe they think we’ll just tire out and click Purchase. Maybe they hope to distract us from their horrible customer service or cheaply made goods. Maybe they don’t really know the “10 Secrets to Creating a 6-Figure Business” and feel that with some shouting, sparkle and spitshine, they can fool us.
I don’t know. What I do know is articulating your brand strategy helps you make smarter design, messaging and yes, even packaging choices that promise to the right people what you can authentically deliver. I’m a HUGE fan of clever design and cool concepts. But as Jay Baer states in my upcoming 2nd edition of Branding Basics for Small Business: How to Create an Irresistible Brand on Any Budget (coming Apr 1, by the way – don’t forgot your Launch Week Goodies!) “Polish is the enemy of scale.”
If you have real value to offer and know how it needs to look and who really needs it, you can get away with filming useful and entertaining social media tip videos in your office like Amy Schmittauer (another expert in this new edition). You can publish a neat, well-written Word document turned PDF rather than an overly designed, fancy 90 page interactive worksheet if you can deliver the goods. You can skip the expensive Herman Miller conference room chairs if your tech start-up team is focused on building the best damn product under the sun.
Don’t write a brand check your business can’t cash. (Tweet this!) Instead, focus on continually delivering the right stuff to the right people with the right message and the rest will take care of itself. Bling or no bling.
Photo credit: Brandon Baunach, Flickr
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