Tuesday, March 23, 2010

How Would Ed Do It?

If you are no stranger to my blog (here) or my website, you will know that I offer an awful lot of free advice. I have covered every aspect of branding and shared the wisdom of others whose opinions I respect in over 232 articles I've written for this blog alone. I've written another 200 articles or more over at Small Business Branding. I guest write for a few others as well from time to time.

All of this opinion comes from over 27 years experience dealing with small to medium size businesses, in every stage of their growth. I bring a lot to the table. Developing brand images and collateral materials, establishing competitive positioning strategies, implementing online marketing by building resource web sites, email harvesters and consulting and mentoring are the big picture of what I do. I get business from referrals and through my online marketing efforts.

One of MY differentiators is that I practice what I preach. When is the last time you saw an ad for an ad agency other than a charity event? They preach quality and yet when you visit their websites, they reek of amateurism. Nothing is consistent about their brand. I don't believe they've ever taken a mirror to themselves. I was at a "recognized" brand strategy leader last night in Linkedin. I clicked back to his web presence and couldn't get over the sad brand image he was presenting. On one hand he's telling (us the readers) how we should take the high road with our brand and in the other hand he falls short with his own.

May be I'm wrong, you tell me. You've read those long sales letters that look as though they were designed by a desktop publisher. Once you've scrolled about 2 feet to the money shot, are you left with a trusting feeling or do you feel like you are being "sold" something. Good design goes a long way to building trust. Again, you tell me? I'm more than a little bias.

As much as I ache to tell you the name of the brand expert referenced above I don't see any value in it. I wish him every success. I choose to conduct my brand from a different perspective. I'd rather draw out what I think are shortcomings and direct my audience to a better direction. Professionalism consistent across all channels is the perfect strategy (I think). Consistency is trusted.


Brandi Grays said...

Hi Ed. I do think that design can play a role in whether or not you are trusted; especially on the internet. Those sales letters are terrible. Even if I know that the person is credible, something about that long letter just makes me feel like I am being scammed.

Ed Roach said...

I couldn't have said it better myself Brandi. They leave a bad taste in my mouth. I keep wondering "why do they make me scroll so far to get to the fee?" What are they afraid of?

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