One of the most common mistakes small business owners can make is to come up with that they think is a killer idea to improve their brand. These usually come in the form of strategies that seem like a road map to success.
Be warned, though…often, these strategies can lead directly to failure. If you are uncertain of your approaches or strategies when it comes to helping your brand grow, there are some simple questions you can ask yourself in regards to whether or not the strategy is a good one.
- Does this particular strategy stay true to your brand’s original message? Will it confuse or alienate a portion of your existing audience?
- Do you have the resources (and time) to devote time and energy to this strategy? Is there proof anywhere else within your industry that such a strategy will pay off in the end?
- Will the strategy cause you to have to focus on new services or offerings that could undermine your current workload and priorities?
- Does the strategy easily integrate into the brand as it stands now? Will you have to shift or alter the values or intent behind your business?
While some of these questions may seem a little grand in scope, these are the kinds of questions you should be asking yourself when you have one of these great ideas that you are uncertain about. In the event where you aren’t quite sure if a certain strategy or approach is going to align with your brand and reward your customer base with benefits and new exciting opportunities, you should probably ask an expert in the field what they think about it.
Don’t get us wrong…there’s nothing wrong with some creative thinking and putting passion and energy behind grand ideas. But in the small business world, such ideas need to be carefully considered before they are plopped down at a conference table and heralded as the next big thing.
What are some ways you decide whether or not a new branding idea or strategy is appropriate for the stature and direction of your small business?