Firstly – let us say, that we dislike our use of the word “schizophrenic” here – immensely.
We simply have not yet found the word to describe as strongly how we feel about how easy it is for brands to show up this way in the marketplace.
How is your brand showing up? What are you saying? How are you saying it? Are you being consistent?
Apologies for all the questions, but this is a reality we are faced with when we encounter brands in our day to day lives all the time.
When a brand doesn’t know who they are, their market position, the story they are trying to tell or the message they are trying to portray, it is very easy to come across in your market/s in that same way.
The way to not have Brand schizophrenia is to know and understand WHO you are as a brand, as if your Brand was a person and the way to understand this is to understand your Brand Archetype, so you can understand the deep human psychology that your brand speaks from and to.
No easy feat if you do not have the knowledge and tools.
We’re simply tired of seeing some of the most promising brands in the world being held back by inconsistency and well, “brand schizophrenia”.
Your branding and marketing should not be something that you simply throw a dart at in the hope that one of the next 7 ideas works and sticks… it should be explored, nurtured, discovered and harnessed to bring the most meaning and value to your consumers and your employees will probably be grateful, too.
Lucky we have the knowledge and the tools… you’re half way there.