False moves and other marketing mistakes exposed

MARKETING MISTAKE NUMBER THREE:

MISALIGNED BRAND

As a business owner, I regularly attend networking functions. One of the things that I get to do at these functions is to people watch.

At networking events, there are many instances of misaligned brands, however one particular example has stayed with me over a long period of time.

I had a conversation with a person whose business was Personal Styling. No doubt you are thinking that the person I met, given their occupation, would have had a great sense of ‘personal style’ and a business brand to match? Wrong.

This person’s dress style was probably more suited to a bank teller role and their brand was one of the most boring that I have ever encountered.

It was from this point in the conversation that I realised I didn’t believe their brand story. It wouldn’t have mattered what that person said from that point onwards; the proof wasn’t in the pudding.

QUICK TIP: The products and services that your business offers need to fit with your brand image.

Coming up next – Mistake Four, cheap interim measures.