Secret Confessions of a Branding Expert: Branding Blunder #1…“The Coke Blunder”

Ellen Looyen

Remember many years ago when Coca Cola (the most recognizable Brand in the whole world) decided to improve on a good thing?

For some reason, they wanted to tamper with their success and change the Coke formula (of the #1 selling Cola in the world).

by Ellen Looyen
Branding and Marketing Strategist

Why tamper with success, when branding is all about…consistency, uniqueness and emotional connection?

It all started when I was invited to speak at the Ritz Carlton in New York City last year, by The Conference Board (at a Senior Executive Marketing Conference, where I was on a panel with the President of Rolls Royce America and Google’s top Marketing guy) to discuss “The Future of the Brand.” They actually gave me the brand name I now use, “America’s Leader in Personal Branding” (that’s how they wrote me up in their conference program).

What was I thinking?

For some reason, I decided that I needed to update my brand for the marketing conference; and after 22 years of success as Ellen Looyen Communications, I thought I should match my business name and its look and feel (i.e., it’s brand) to the name of my recently published, DIY Personal Branding Kit, entitled, “Branded with Charisma.”

“Doctor, heal thyself”…and Branding expert, “Do not re-brand yourself (especially if your brand is working!)

I now know, that at the time, I was having the branding equivalent of a “mid-life crisis”…I felt adrift in my business, not clear, re: where I wanted to focus my marketing efforts; bored with my own brand, overwhelmed by the whole new online world of social media and in need of some big changes in my business.

“In a world where you can be anything…Be Yourself!”         –Anon 

I also felt like I needed to feel more relevant to a younger demographic. Not to get too psychologically deep here…but…I was trying to appeal younger and more hip, instead of highlighting my 22 years of experience and wide range of expertise, which could help younger people build, launch and sustain a successful brand (just like I had over the long haul). 

The important “take-away” is that we all create our own versions of the Coke Blunder…and just like Coke did, we can pick ourselves up, admit that we made a mistake and go back to Plan A. Some of my clients actually admitted to me that they almost didn’t hire me, because my new cartoony brand image did not seem to fit me!

Perception can be managed…and VALUE
is only a perception!

Branding is all about thinking backwards…about how you want to be perceived by your market…and then crafting a brand that’s emotionally connecting, authentically representative of the real YOU and consistent over time.

You’ll know it when you find it…it should just fit like an old glove. Once you discover and articulate your true brand, people will energetically feel your enhanced confidence (the #1 reason people buy and choose anything); and any uncertainty or doubt about hiring you will simply vanish.

So take a good, honest look at your brand and see if some minor “tune ups” are in need to help keep you relevant, but true to your core value and values at the same time.

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Tags: Career, highlight, Inspiration, Know Yourself, Leadership, marketing, Small Biz

Category: Sales & Marketing