Omphaloskepsis is a Brand Killer: Keeping your focus where it needs to be
Now that your curiosity has gotten the best of you and you’ve looked that up...oh you didn't? Okay I'll wait....So, now, you are probably wondering how the heck is that killing my brand?
Too often companies treat their approach to messaging like a nervous person on a first date: checking his or her reflection to make sure they don’t have something freaky going on with the hair and wondering if the other person thinks they are pretty/handsome/smart/funny/worthy enough, without ever paying attention to the other person to discover what they are looking for in a potential partner. Nervous Dater, like so many businesses, focuses upon how he or she presents himself or herself according to their own needs—not those of the target audience.
And that can kill your brand because branding is about building a relationship with your audience. It's about getting to know them so well that you can present the value you bring to them in a way they can understand and are eager to hear. You can't do that effectively if your focus is inward. You can't engage your audience, if they don't feel like you are listening to what challenges them or what they hope to achieve.
Here is a simple exercise to test whether your focus is where it needs to be when you develop the voice and message of your brand:
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