Are You a Brand Buster?

Are You a Brand Buster?

Are you a brand buster? I have been writing on my Facebook Wall and to my group quite a bit lately about taking the time to be certain what your brand IS.  In today's world, where sometimes we are forced to reinvent ourselves two, three or more times, it's easy to get caught up in what we *think* our brand is. Sometimes simply because we've invested time and money into one coure -- when really it isn't at all what we want to be doing.  That's definitely a reason to stop and consider a brand renovation. Sometimes, however, we get caught up and run from a well-established brand to try and grab more market share, which is fine -- but if you're not careful, instead of a brand build, you could end up with a BRAND BUST.

Let me give you a couple of examples; my favorite is New Coke.  Do you remember New Coke?  You might not, since it was only on the shelves for less than 70 days.  In a wide array of taste tests, Coca Cola was losing ground to its sweeter competitor, Pepsi.  In response, they decided to change the formula and sweeten the deal, so to speak.

The problem?  Coke's branding message had been, "The Real Thing," for decades.  Yes, decades.  They'd poured millions of dollars and effort into "It's the real thing," and ancillary campaigns and imaging around that branding.  So not only did changing their formula not work, it also created a huge backlash -- they had busted their own brand.

I'll spend this week giving you some more examples, and a few on "brand building" as well.  If you're in a space where you need to pull back and renovate your brand strategy, remember that the effort should definitely include your website.  It's the mother ship of all your online activities and vitally important.  You can still grab my 1 Day Web Makeover series -- the million dollar investment for only $97.

And if you're not sure what your brand is or how to figure out where you want your career to go right now, you can still register for my You Unstuck Course (which begins TONIGHT 2/16) at

To your amazing life,Libby Gill, Branding Expert, Bestselling Author, and Executive Coach