Is Your Brand Messaging On Target?

Does Your Brand Mean One Thing, But Your Brand Messaging Say Another?

Three seconds. That's how much time you have to penetrate someone's mind with your brand message when that person is scanning a web page, reading an email or flipping through a magazine. I surmise this same three-second rule applies to other forms of advertising such as outdoor billboard, web banners, TV commercials, etc. If you don't capture that person's attention within those precious three seconds, he or she will most likely tune you out and pass you by. If you're fortunate enough to have that person's consideration for longer, say 5-10 seconds (and in the world of advertising, that's considered a long-term relationship), your communication must be crystal-clear, your brand message better be on target and it better be current. 

Here are a couple of take-aways to think about when it comes to staying on target with your brand, design and messaging.   

Taglines: Little Good to Say.

Beware the notorious tagline. They're as dangerous as a botched tattoo. Once, a client asked me whether I thought a tagline would be appropriate for his business. As I often do with client requests, I asked him why he wanted a tagline. He answered, "Because we have an awesome company". He did have a great company, but I wasn't sure that was a driving force for creating a tagline. Another instance occurred when a client asked me what I thought of their new tagline, which happens to be a string of adjectives declaring how fantastic their brand-new company is, but not saying anything about what their new company did. And, their company name was non-identifying to the nature of their business venture as well. My advice to both clients: avoid a tagline unless it is a strategic component of an integrated branding effort. If you must launch your business with a tagline, adhere to the rule, say what you do and do what it says.

Design: If You Want to Look Professional – Hire a Professional.

Yes, this may seem like a shameless plug, but the fact that it's the truth gives me the power of conviction to say it here. Bad design work is everywhere; it comes from large advertising agencies and small design shops. And, most often, you get what you pay for when it comes to visual design and design around user experience. This is not to say that smaller design shops who charge less for their services provide low-quality work. Quite the opposite can be true - you simply have to understand the difference between good design and mediocre design when vetting design shops. 

More important, you need to trust your design shop to help you make difficult choices when it comes to look and feel. If you wish your brand to visually present your business accurately and effectively, you must make effort to stand on higher design ground. Most design professionals understand this. And when superior design is married to your business plans and goals and customized to your audience – magic happens. This is when your business becomes better positioned to capture a person's attention beyond those initial three seconds.