Ahh yes, the ever-present ‘good enough syndrome’ as we like to call it. What exactly is it, and why should your business steer clear? We’re going to take on the subject head-first in this installment of ‘Powered By Creativity’.
When people say “it’s good enough,” to us marketers it’s like nails on a chalkboard. Why? Because we see the potential in businesses and where they could be if they would ditch this attitude and begin settling for nothing less than excellence. When we all explore possibilities outside of what we’ve always done and strive for excellence – that’s when great things happen.
Made up of every component your business has, from your name and logo to your tagline, “brand identity is how that business wants to be perceived by consumers,” (Investopedia). Just like how you decide to present yourself to the world in your day-to-day life, businesses must also step into their metaphorical closet and decide what they want to be perceived as by those who encounter them on a daily basis.
Here is where it can be extremely dangerous to come down with a case of the ‘good enoughs’. Compromising how your brand is represented to the world – whether it’s a poorly designed website that doesn’t work or a print ad that lacks a call to action – is a missed opportunity to connect and engage with potential customers.
While solidifying brand identity is no easy feat, it is essential to define who you are as a business and what you want people to identify with regarding your brand. Is your business more of the sleek suit and tie variety? Or perhaps a more fun, happy-go-lucky vibe? Pick a lane and stick to it, all the while ensuring your entire marketing strategy presents your unique identity to the world in a professional, well-thought-out manner.
How do you ensure your brand is represented as it should be at all times? Consistency, consistency, consistency. Quality control is huge here – every single item, from your business card to your storefront sign, needs to exude the look and feel of your brand. Regardless of what material or medium it is, it needs to be made clear to any person who sees it that it’s your business – without making them think twice.
We often see people develop the ‘good enough syndrome’ when it comes to consistency. Perhaps you are on a tight deadline and choose to go with the “free” graphic design services that tabloid offered you, even though they don’t know anything about your brand (learn why this service is never actually “free”). Or maybe you’re trying to save some budget dollars and have your niece build you a website for free (seriously, never actually “free”).
Whatever the case may be, it all comes down to this – is it serving the brand you’ve worked so hard to build in the right way? Is it up to the brand standards you’ve worked so hard to set up from the beginning? If it’s anything short of excellent, it’s NOT good enough.
Why is all of this such an important part of your brand? It all comes down to the relationships and engagements you make with your audience. After all, that’s what marketing is all about – connecting with people and communicating what you have to offer that will improve, simplify or enhance their lives.
If nothing on your website works, your billboard has a fuzzy picture with no call to action, or your logo hasn’t been updated in 10 years – this all affects the way a user experiences your brand. Consumers are smarter than ever these days. When you say, “ahhh, I guess that’s going to have to be good enough,” people notice that and their perception of your brand gets knocked down a couple of pegs.
Opt to have marketing pieces so undeniably excellent – on par with brand identity, consistent messages, beautiful design – that they can’t help but see your dedication to the brand and consider you a trustworthy source that deserves their business.
Find yourself in these predicaments from time to time, but not sure where to begin? No sweat; that’s what we’re here for. We love this stuff and have an eye for where your business can be. All it takes is some T.L.C. for your brand and a dedication to striving for nothing short of excellent. Give us a call to discuss your marketing strategy and how we can help.