Are you suffering from a Brand Identity Crisis?

I took some time off last weekend (yes I know, lucky me) and spent some time relaxing and exploring the beautiful sunny Sunshine Coast in Queensland. On the last day, I decided to treat myself to a massage. There were many massage clinics in the area, and I was looking for a pamper treatment to help me feel relaxed and rejuvenated, ready to go back to the fast pace of Sydney.

This desire influenced my decision in choosing a particular massage clinic – it was branded with light brown and cream, the logo was a nice flowing, relaxing font and there were natural elements such as leaves and flowers used as silhouettes throughout their website and brochure, I was ready for a nice relaxing massage.

I booked an aromatherapy massage and when I arrived I was given the impression that I was going to leave calm and feeling pampered. However, the massage therapist was dressed quiet sporty, was really upbeat (nothing wrong with that ) but I felt like I was at a physiotherapist in the way she started the conversation around muscle tension, pain, treatment and sports I’ve been playing.

I’ve never had this experience during an aromatherapy massage, and I simply said I was after a nice relaxing massage as I am holidaying. It did end up being exactly that, however in the beginning I was wondering if I had chosen the wrong place.

There seemed to be some confusion about what their main business offering is, and what they promote through their branding and promotional materials. This can confuse their customers, or attract the wrong customers and this can be detrimental to a business.

Are you suffering from a Brand Identity Crisis?

  1. You can’t identify your main business offering.
  2. You don’t promote your strongest offering in your branding and promotional materials.
  3. You struggle with your business personality and tone of voice.
  4. You don’t know what makes you unique (your niche, point of difference, unique selling proposition).
  5. You struggle to explain what your business is about and whom your business is for.

If you can relate to any of the above, you may need to sit down and think about what it is that forms your brand.

Start with you “why”. Why are you in business, what do you offer, why are you the best person to offer this. This will help you start to identify your brand.


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