Today I heard a commercial on the radio for a “guy’s show”… a sort-of trade show centered around everything male. Picture a convention center filled with cars, boats, beer, sporting goods, scantily clad girls, and rock ‘n’ roll, and you get the idea.
Then came a part of the commercial that made me laugh – and not in a good way. It went something like “… and ladies, don’t think you’ll be bored! We’ve added a Christmas craft market just for you.”
If you hope to someday establish brand clarity, never ever back down from the values you represent.
Don’t apologize for them.
Don’t compromise them.
Remember what happened when McDonald’s compromised their values and added pizza to the menu?
How about that time that Coke compromised their values and replaced the Coke formula with a new, sweeter version?
If you’re putting together a “guy show”, go the distance. Add more testosterone, and subtract everything else. Burn the Christmas craft fair to the ground, and stomp on the ashes.
Don’t waste any more time and money trying to attract people who are marginal to your brand. They aren’t likely to try you… and if they do, they aren’t likely to stay.
Focus all of your time and energy on doing what you do well.
Celebrate the values that you represent.
Stop apologizing and compromising. It’s annoying as hell and it is doing you no favors.
As Roy H. Williams wrote in The Wizard of Ads, “the risk of insult is the price of clarity”.
Insult means someone won’t like you. Clarity means that everyone will understands who you are and what you’re about.
You can’t have universal love and acceptance. And if you try to, you’ll never establish brand clarity.
Click here to order your copy of Brand Like A Rock Star now and start building a stronger brand, one that will attract more fans and more profits.
Have you signed up for the webinar “The Marketing Genius of KISS” yet? It is coming up on Monday, December 3 and I will be joined by former KISS on-line marketing leader Michael Brandvold. You can sign up right now at this link.