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Branding and Brand Strategy for Growing Companies

Branding and Brand Strategy for Growing Companies

Branding for Restless Companies and Driven Entrepreneurs

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Rising above the noise with David Brier

Are “Facts” Killing Your Brand?

Reading Time: 2 minutes
Killing Your Brand

Many articles have been written about various factors that are killing your brand.

Brands are not in the “reciting facts” business any more than a restaurant is in the “listing of ingredients” business.

For too many brands, facts are a crutch as John Lennon said so well, “Reality leaves a lot to the imagination.”

Is this killing your brand?

Brands must “sell the transformation” versus “reporting what we did during summer.”

I asked one client, “How do your personnel relay what your brand offers: Is it that your service is a good option, or that this service is what you need that will actually help you?”

It was then this CEO realized, “Oh brother, we’re diluting the conviction of our clients by how poorly we’re communicating what we do.”

The Difference between Facts versus Conviction

Facts don’t convey conviction.

Conviction is that invisible factor that makes something compelling.

Facts reflect the choices we made, but don’t tell the story WHY we made those choices. That is the job of this thing called conviction.

I explain it here:

The Invisible Enemy Killing Your Brand

So there’s this culprit (hiding in plain sight) that gets overlooked: employees who use mere “facts” (parading as recommendations) rather than an unwavering conviction that what you’re offering is actually beneficial to the person you’re speaking to.

Look at today’s thought leaders:

  • Ted Rubin
  • Daymond John
  • Grant Cardone
  • Gary Vaynerchuk
  • Simon Sinek
  • etc

None of these influencers and authors state the topics they address with “this might help you…”

Like anything, this approach can be used ethically or dishonestly.

And what I am talking about is NOT being dishonest nor diluting the greatness of what you’ve made by “soft selling it.”

What these influencers state is stated with conviction: a fact that they’ve observed to be true.

Related articles:

The 5 Secrets to Disrupting Your Industry in 60 Seconds

Leveraging Your Assets in Branding

Brands That Stay Small Don’t Know One Simple Fact

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For over 30 years, David Brier has worked with large and small companies and startups that refuse to blend in and want — not only a brand that has something to say but — a brand that demands to be heard: to defy gravity and rise above the noise. Read More…

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