Why your brand and your USP are important

Have you ever been confused by a marketing message or an advertisement that seemed out of place with the product? My on-line and sometimes off-line friend Rod Sloane quite rightly described McDonalds’ current TV ad in the UK as “bonkers” which was exactly the word that had come to my mind.

Possibly McDonalds feel that their burgers have to be portrayed as a wholesome product made with 100% British beef but the ad does not even show the product, only pulling us back at the end with the familiar McDonalds banner. Otherwise it is along the line of some of those car adverts where we think “what on earth was all that about?” Of course I understand that the healthy option food police have suggested that burgers are dangerous with all that cholesterol, but let’s be sensible. Healthy sports can be dangerous. As a fit though not talented skier I did myself a lot of damage once. I do not think we should ban skiing and I do not think we should ban Big Macs or that McDonalds should almost pretend they do not sell them.

I have more than one business, and perhaps I should not tell you so as not to confuse you. I think if you are here then you are more likely to buy into me and my personal brand (this is not a selling blog of course). However, my businesses are marketed separately and distinctly, and I hope people are not confused between them. We need to keep our propositions simple. If someone is a landscape gardener who also knows a lot about keeping coy carp and goldfish, and excavates and sets up ponds, it is probably better to keep the propositions separate. Otherwise potential clients will say “is he / she a gardening expert or a pond expert?” They might think that they are looking at a gardener who dabbles figuratively and otherwise in ponds, and it blurs the offering. Of course a person can be very good at more than one thing, as I think I am, but for someone who does not know the business owner, it can be very confusing and that person may go to whom he or she considers the “expert” rather than to a supposed dabbler.

So I believe that when we market our business by whatever means, we need to keep our product or service clear and distinct, and whilst we may talk about the problems we solve, we do not need to get involved in the fluffy stuff such as McDonalds’ pastoral scenes and bucolic frolics. McDonalds are selling fast food, aren’t they? They should stick with their USP.

© Jon Stow 2009

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