Too many businesses confuse potential clients with a disjointed brand, which makes them less likely to buy. Let’s fix this today.
By: Francois Reynier, Acacia UK
Are you scaring potential clients away?
Too many businesses have a brand that repels clients instead of attracting them. They don’t realise their brand is a mishmash of disjointed parts: a Frankenstein brand. Such a brand tends to turn clients away. This is the curse of the Frankenstein brand. It silently kills businesses.
This short article shares how to prevent this deadly curse from happening to your business.
What is a Frankenstein brand?
A mishmash of disjointed parts never looks pretty.
Frankenstein is a well-known monster created from mismatched body parts from many dead people. He’s ugly, scary and can’t talk or communicate clearly. He wants to be loved but doesn’t know he is a monster. He scares everyone away without knowing why.
If your brand is a mishmash of disjointed parts which don’t fit together, you have a Frankenstein brand. A Frankenstein brand can repel potential clients 24/7. It kills sales. And the worst thing? Business owners with a Frankenstein brand often don’t even know it. They wonder: why is it so hard to attract new clients?
Monsters slowly come to life when important things are left unattended. Most businesses start with a strong vision, which tends to become disjointed as the business grows. Becoming a Frankenstein brand happens gradually. It’s never a conscious decision. But once the monster is born, it will keep growing silently while you’re too busy running your business to notice.
How Frankenstein Brands Silently Kill Businesses
The cost of lost opportunity is real.
Have you ever come across a business with a confusing and disjointed brand message? Did you contact them and buy anything from them? Of course not. A Frankeinsten brand turns countless potential clients away.
Your brand is how you pitch your business 24 hours a day, seven days a week, 365 days a year. But you’re in big in trouble when your brand works against your business. Today, potential clients will always meet your online brand before you know their name. 70% of B2B purchase decisions occur before the first call or email.
The best clients are also the most discerning; they do their homework before picking up the phone. If they don’t like what they see upon seeing your online brand, they’ll silently walk away. The cost of lost opportunity is real. If you don’t generate enough warm leads each month, sales will, at best, stagnate, directly impacting the bottom line.
How To Save Your Business From The Frankenstein Brand Curse
No crucifixes or garlic is required. A crystal-clear brand strategy will always win.
Most people will regularly check their health at least once a year. They’ll also service their car yearly. They’ll pay for all necessary car repairs and maintenance services to ensure their car is enjoyable and safe to drive. The same goes for your brand.
If you don’t regularly maintain your brand, one day, you suddenly realise that your website home page says one thing, but your social media posts say something different.
Even worse, all your marketing channels have slightly different messages that do not convey a clear and unique value proposition. No wonder potential clients are confused.
Want to save your brand? Take action now!
The first step to spot and cure a Frankenstein brand is to check its health ASAP. Like with doing a blood test or a car technical check, you’ll need clear and simple metrics to assess your brand’s current health, but also its current strengths and areas of improvement.
At Acacia, we’ve created a simple Brand strength scorecard. It’s free and only takes 3 minutes to complete. You’ll get a clear brand strength score and a 16 page Brand strength report via emails with actionable tips on improving your brand. Check it out at: https://www.acaciauk.net/scorecard
Conclusion
As your business grows, adapting your brand and communications is vital. Today, image is everything, so your brand must act as your best salesperson by presenting your business in the best possible light. But brand-building doesn’t have to be complicated or time-consuming. It all starts with a brand audit to assess your current brand’s strengths and areas for improvement.
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