If there’s one thing I’ve learned from doing online business for the last few years, it’s this: BRAND IS IMPORTANT. Bad marketing and bad branding will destroy any chance of your business getting off of the ground.
When you’re working on the internet, people have a natural distrust of you. It’s part of the deal when you have such a low entry point into the marketplace. Anyone and everyone can build a website and start writing, selling, or creating.
Not everyone can build a brand.
That’s what sets the winners from the not-so-winners. When you have a website that people recognize, that trust is a lot easier to come by. The perfect example of this is repeat customers. As I’ve said before, I’ve had some of you who have been with me from the start. Bought the first books, and now the courses.
That’s branding power.
So now let’s take a look at some REALLY bad marketing and branding.
The victims of my little analysis are the owners of the The Londoners Indian Restaurant, here in Prague. They’re located just a few minutes off the main square. On my walk home from the gym the other day, I noticed it and couldn’t help but chuckle.
Here is what it looks like from the outside.
Now, let’s break down everything wrong with this.
#1: CONFLICT OF INTEREST
The first thing to remember is that Prague is a tourist town.
This means that when people are wandering around looking for something to eat, they have no set plan. When people think of London, they’re gonna think of fish and chips.
But then the second line says, “Indian Restaurant”.
When did London become an Indian town? Leaving aside the hordes of immigrants, of course. The point is, people aren’t going to understand this at all. They’re going to take one look at this London-Indian fusion and they’re going to be turned off. Instantly.
It would have been one thing if it was a Asian-Mexican fusion. Or perhaps Italian-Czech fusion. Those kind of combinations work. Fish and chips + curry are not a combination that people are going to be enticed by.
When you’re in a tourist town, people want to have memorable meals. At first look at this place, it seems you could make memories. But not the good kind.
#2: CONFLICT OF INTEREST—PART 2
But wait—in addition to the London/Indian conflict, they’re also a music club and cocktail bar!
So when I think of music club, I’m thinking of something along these lines:
(Another bar in Prague.)
A music club contains loud music, a large dance floor, a DJ, and a general party atmosphere.
A cocktail bar on the other hand, is a bit more of a low-key environment. The music will be at a softer level. Probably no DJ. No dance floor. Generally, people aren’t as drunk.
I picture it more like this:
Huge, huge difference. As you can see, The Londoners goofed on this, too.
In a world that’s always screaming at people to pay attention to something else, you have to be crystal clear.
#3: I’VE MADE THE MISTAKES
The theme of this blog has changed throughout the years. For a while, I didn’t know what it was. Now though, I’ve realized that one thing has always been central to it: TROUBLE.
Traveling the world and creating stories.
HOW DO YOU AVOID THESE MISTAKES?
You do it right from the start. You focus on a goal. What do you want people to see you as? What do you want your company to represent? What is the message you want to start with?
Only once you can answer those questions can you build a direction you want to go with.
And if you don’t, you might have yourself a London Pub: Indian Restaurant on your hands.
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