There have been moments when I’ve watched my Twitter timeline and BAM, someone who I have known to specialize in one particular area—out the blue—says, ‘Contact me for this product or service.’ In my head I think to myself, ‘Oh, so you are a ______ now or you sell _______ now…Interesting, I didn’t see that coming.’ Being a brand strategist, I often look at people, products, and companies with a different set of lens than others. I watch brands behave and sometimes cheer them on from the sidelines or other times wish that I could have 5 minutes with the company or person behind the brand, to help them think through their ideas, before they make strong choices.
As we manage our personal or business brands on a daily basis, the truth is that we must take skill and care to be strategic about the choices we make for our brands. In many instances, this choice may simply be staying in our lanes. While watching our competitors, it’s easy to be tempted to jump on the bandwagon of the latest industry craze, when that might not be our area of expertise. We should shy away from doing this. Moreover, many small business owners may grapple with the challenge of clients or customers asking you to work on a project that falls outside your scope. Keep in mind, you may know how to do certain tasks or projects well, but if it doesn’t complement the vision of what you want to be known for, it may be in vain.
I am also guilty of not staying in my lane. In the past I’ve had clients who have asked me to work on projects that fell outside my “menu” of services that I typically offer. In retrospect, I regret working on those projects. In an effort to please my clients and nurture their desire to stick with vendors they trust (my company), I took on projects that didn’t support my vision for my business’s brand. Some of you may be reading this and thinking, ‘Well, I would do it for the money.’ In the end, it’s not worth it. The time you waste taking on projects that fall outside your scope or tapping into the latest industry craze, is valuable time that could have been spent making your brand more visible in its rightful lane.
This article was dedicated to the brands that are struggling to stay in their lane. It does not refer to brands that organically let themselves evolve.
Is your brand guilty of not staying in its lane? Leave me a thought below or tweet them to me at @boriquachicks. #entrepreneurtalk #brandmanagement
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