Avoiding Brand Failure

It’s not just what you offer, but how you offer it.

Even a great product or service can fail if not delivered properly.

So how do you avoid failure? Simple. Understand your audience and tell them about your offer in a way they care about.

That means if you sell cooking utensils that transform the way chefs cook in the kitchen, you don’t bog them down in technical details—you can save that for later. You tell them about how they’ll be able to cook better meals faster, while serving more customers and making more money.

Remember, your audience is looking for someone to help solve their problem. If you don’t tell them clearly the problem you help solve, they'll never know you can help solve it!

Tanner Garniss-Marsh, RGD, is a brand strategist and designer working with business owners to bring their envisioned brand to life with strategic and practical solutions.

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