Here are two branding mistakes to be avoided.
They both make intuitive sense, I think.
For who can resist a clear offer that saves you from something?
So here it is. Don’t:
1. Offer a product that does not solve a problem.
2. Make the offer confusing.
See, people are drawn to clarity.
Get too confusing and customers will tune you out in a blink.
The first mistake brands make is they fail to focus on the aspects of their offer that will help people survive and thrive. All great stories are about survival—either physical, emotional, relational, or spiritual. A story about anything else won’t work to captivate an audience. Nobody’s interested.
The second mistake brands make is they cause their customers to burn too many calories in an effort to understand their offer.
-Donald Miller, Building A StoryBrand