When following a van recently the words ‘brand confusion’ sprang to mind.
The signage on the rear of the van was sending mixed messages, leaving me totally confused as to what the business was offering.
One part of the signage had the words ‘catering’ while another part had ‘wedding cakes’. Worse of all? The website url had the words ‘fresh, ‘ fruit’ and ‘vegetables’ in it.
Confused? Who wouldn’t be! The three different brand messages on the back of the van couldn’t possibly be helping them attract new customers. What a waste of money.
It can be difficult for business owners to look at their business objectively; often they’re too close to it. If you’re unsure if your brand messaging and marketing is clear and conveys exactly what your business offers ask family members and friends to take a look and give you an honest opinion. Is your message clear? Would someone who knows zilch about your business instantly understand what it is you’re selling? If the answer is no then it might be time to refresh your marketing approach and material.
Don’t try to be all things to all people. If your business is like the one above and offers several unrelated products/services then don’t jumble them all into the one piece of advertising. Separate them out; advertise only one component at a time. This will give your advertisement clarity and you’re more likely to attract customers because they know exactly what it is you’re offering.