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Bargains and Band-aids—Quick fixes are a slow death for your brand

DNA

Who doesn’t like a sale? I grew up in the Northeast where bargain hunting is a sport of Olympic proportions. “Never Pay Retail” is a battle cry. Every purchase is a negotiation. I blame it on our rich cultural diversity and heritage of bargaining at the markets.

Unfortunately the downside of a “deal” is that you may be settling for something that is a little less than what you wanted. You buy it for the price, not for the value. It’s a quick fix to satisfy an immediate need. It’s a stopgap. It’s a Band-Aid.

Unfortunately, in business, some folks are looking for the cheapest, quick fix they can find to cobble together a brand. Here’s an example: Building a brand, whether energizing an existing brand or building a new one, starts with a facilitation to get clarity about what makes that brand special. Some try to save money and take a short cut by purchasing professional software and expecting the tool to give them the knowledge and talent to create a logo for their brand. Epic fail. If tools alone could make you great, I would be an architect when I pick up a hammer.

Another stumbling block is taking a piecemeal approach to branding. If you work with a professional to discover where your real value lies and put together a strategy to convey a message that will attract your ideal customers, you will have a satisfying solution that will feed your brand.

However, some treat brand building like the dollar menu at the fast food drive through, getting bits and pieces of what’s cheap, easy and fast, and hoping it will yield fulfilling results. The time, effort and money spent on bargain, DIY “solutions” are wasted and ineffectual. While you fiddle, your brand is dying a slow death. So, get out of the bargain bin and build your brand the right way.

Rip off the band-aid and do it right. Yes, it’s an investment, but it’s worth having a clear, direct path to your goal of building a strong brand.


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Show Me Yours: Being transparent about the budget benefits both

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