How to Avoid Four Surefire Ways to Kill Your Brand
There are no guarantees of success when developing a modern brand. There is no switch that will pour out money, there are no stunts that will
automatically create attention, and there is no how-to manual that, if assiduously followed, will assure your brand's place in the annals of the great
Internet legends. Brands are driven as much by the customer as they are by the originator, and the customer doesn't always want what's being sold.
That said there are certain behaviors and practices that are guaranteed to kill a brand, virtually without fail. There are always exceptions to the rule,
but by and large you can at least count on these 'do nots' as fairly ironclad rules. What follows are four ways you can miss the point, and some advice
for avoiding them.
Misfire #1 - Number Chasing
This may feel like a complete turnaround from previous articles. After all, we've discussed metrics and their usefulness in measuring success, haven't
we? Surely the larger an audience the better a brand is doing.
The problem with this logic is that it confuses the goal with the measurement. Instead of focusing on satisfying customer demands for particular
content or a certain product quality, the company focuses on making sure web traffic stays high. This kind of thinking disconnects you from the actual
cause-and-effect of working on the product you're pitching, and creates an artificial reality that will do your brand no good.
As a rule of thumb for avoiding this behavior, consider the way you set goals. If you find the goal focusing on increasing audience numbers or some
abstract figure instead of refining your core product, it's time to re-evaluate.
Misfire #2 - Going by Rote
Part of maintaining a modern brand is providing regular content. Updating frequently enough to maintain viewer interest is vital for any service, and
making sure the physical product is advertised for the public's awareness is equally important if sales are the goal.
That said, there is a problem inherent in