What NOT To Do When Building Your Brand

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For we are his workmanship, created in Christ Jesus for good works, which God prepared beforehand, that we should walk in them.–Ephesians 2:10

If I asked you to come up with a brand that captivated you, I know you could probably rattle off dozens: Starbucks, Apple. Ellen DeGeneres. Oprah. But what about those brands that have shattered or disappeared before your very eyes? What happened to them? Brands like Kmart (if you’re of a certain age, you’ll remember when this was the go-to store). Tiger Woods, Izod, etc. In this era of social media, where we step into our brand with every tweet and post, it’s crucial to look at how a can fall so quickly from the A-List to the D-List.

Here are what I see as the most common branding mistakes. I call them “The Four Ds”

1. Devaluing Your Brand. It’s never a matter of, “Oh, phew, I’m successful, now I can rest.” Building and sustaining a brand takes constant thought–you can’t rest on your laurels or take it for granted for a moment. Devaluing your brand might look like not keeping up with the latest technology–or getting too “social” on social media–and not providing enough business-related, service-related information. It’s far too easy to post very insignificant info on Facebook or Twitter. Keep it simple and use common sense: If your brand has an earthy, natural feel, you probably don’t want to post photos of that wild night in Vegas. Have a clear strategy and be very conscious and aware of what you’re putting out there.

2. Diluting Your Brand. Narrowing your focus to your ideal client is a big part of what makes a brand successful–just think of monikers like, “Bill’s the tech guy” or “Sharon is the wordsmith,” etc. When you start adding responsibilities outside your expertise area just to get business in the door, you water down your brand. It’s like an actress who achieves a level of fame and then creates a purse line, cuts an album, runs for office and opens a restaurant. Who is she now? We don’t know because that brand’s been so diluted. Remember… Focus on your strengths and your strengths get stronger. Just keep serving who you are meant to serve.

3. Diffusing Your Brand. When it comes to branding, less is more. Do one or two things, do them well and keep doing them. That’s the key to success and captivation. Diffusing is oversaturation, overexposure, or giving too much. It might be a case like Pirates of the Caribbean: The original movie was fantastic, but the sequels it spawned were duds. Diffusing might look like slashing your prices with special promotions through online coupon sites. Customers or clients see the low prices out there and it’s hard to convince them to pay a higher price after the deal is over.

4. Destroying Your Brand. This can come from simply making a poor choice at the wrong time–think Tiger Woods here. It has to do with selling out, being a copycat, not keeping promises, not being true to your values. You know it when a client approaches you with a project that clashes with your values or ethics. The successful brand stays current and is always evolving, changing and keeping abreast of what is out there–while staying true to itself and its mission. Also, the successful brand defines, develops, delivers and defends itself.

After all this what NOT to do, here’s what you can do: Create and follow a clear strategy. If you want to be seen as knowledgeable, helpful, resourceful, show up that way… in your life, on Facebook, at the grocery store, etc. Remember, the goal is to build a brand that is captivating and desirable… that attracts clients or customers and positions you as an expert in your field.

Marshawn Evans is a Global Mentor and Catalyst for Women looking to Launch Their Dreams and Live Their Purpose. She equips others to AMPLIFY their lives, their leadership and their legacy by teaching the principles of influence, branding, and divine purpose. Her weekly eZine goes out to thousands of subscribers worldwide. Are you ready to unleash your brilliance and align with your REAL destiny? Sign up for a FREE subscription at http://marshawnevans.com.