Branding Makeover Challenge: The Quest for the Perfect Balance

Chapter 1: The Branding Dilemma

In the world of small business branding, there lies a fine line between being too conventional and being overly eccentric.

When I began my online marketing journey, a majority of coaching websites shared a striking resemblance. The variety of coaching training programs was limited, leading many coaches to simply adopt the standardized templates provided by their programs.

A memorable analogy from those early days was the concept of a coach who doesn’t simply teach you to ride a bike but instead runs alongside you, guiding and encouraging you. Then came the ubiquitous quiz: "Are you ready for coaching?"

Some coaching programs became so prevalent that they encouraged participants to reflect on their lives and shed excess baggage. Thankfully, many coaches have evolved beyond these basic offerings. However, during initial consultations with clients, I often notice a desire for a website that mirrors those of their competitors.

Consider the legal profession: many law firms' websites only cover the essentials. Real estate agents often find themselves restricted in their creativity due to the regulations of their parent companies. Yet, the trend of "me-too" marketing continues to thrive online.

Psychological studies reveal that we operate within a "zone of tolerance." If a brand is too similar to existing options, we become disinterested; if it’s too different, we struggle to understand it.

The reality is, it is possible to establish a standout presence that captures visitors' attention. Typically, these visitors aren't simply acknowledging the uniqueness of the site; instead, they feel a connection, thinking, "This site resonates with me."

Conversely, many marketers swing to the opposite extreme, fearing the cookie-cutter approach so much that they create overly unconventional personas. For instance, in their quest to stand out from other coaches, they might adopt titles like "Confidence Creator," which leave potential clients perplexed about what those titles actually mean.

As humans, we instinctively categorize information. When faced with something unfamiliar, our first thought is often, "What is this?" It’s akin to discovering a new food item: we want to know if it’s a vegetable or a dessert.

Small businesses should aim for the "middle bear" strategy.

To navigate this, it's essential to move away from striving for originality in catchy titles or slogans. Instead, focus on crafting a narrative that speaks directly to your audience. This approach is explored in my course, The Client Advantage.

In her book, Difference, Harvard Business School's Professor Youngme Moon discusses brands like JetBlue and Ikea, which have successfully differentiated themselves. JetBlue, for example, doesn't offer in-flight meals or first-class service, while Ikea initially lacked delivery or assembly services. These brands became truly distinctive by removing certain features while providing unexpected value to their customers.

Her key takeaway: "Stop wasting time on clever slogans, logos, or websites that merely impress. Instead, consider innovative ways to meet your customers' needs—often those they don’t even realize they have."

You don't need to create a groundbreaking concept. However, through meaningful discussions, I often discover that my clients possess unique insights worth sharing. This leads to genuine differentiation from within—a goal that is truly worth pursuing.

For further insights, check out the Strategic Storytelling Podcast Episode 44: Middle Bear Branding.

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