Doing the Work: How you might be hurting your brand and your business
I’ve seen this with clients, companies I’ve worked for, and from generally observing businesses in the wild. Instead of doing the work of figuring out their own voice and identity, businesses will see a shiny brand that they perceive to be successful and begin copying from their content and strategy.
Besides the ethical ickiness of theft and plagiarism, this is doing a huge disservice and potential harm to your brand and business. It’s especially disheartening to see creatives and artists pulling this move, because they’re keenly aware of the effort behind and value of creative work. When you copy someone, you’re basically taking all of their hard work without doing any of the work yourself. More or less, you’re the bully stealing someone else’s homework.
Confused customers don’t make purchases.
When you just copy someone else’s website or content, you end up telling a disjointed story that doesn’t align and usually doesn’t even make sense for your particular business. It leads to confusion for your current and potential customers, and it sure doesn’t offer up connection or trust in your business.
And, listen, I get it. Branding is tough work, and most people don’t realize just how hard it will be to answer questions about who you are and who you want to be. It’s deep, deep work. Every single client I’ve worked with on their brand has this reckoning during our exploration process. “This was really hard,” is the universal response I get during our brand intensive call.
Your unique story is what sets you apart.
In marketing, this falls under positioning or your unique value proposition. These are industry-specific words that basically talk about how you fit into the business landscape in your niche and even more important how you stand out from other similar businesses. I like to look at this more as the other businesses in your community as opposed to your business competition, because there really is enough room for all of us.
This one is the most damaging IMHO when you straight up copy another business’s strategy or creative content. There’s no distinction between you and the other businesses if you just copy what they do, and it leads to inauthenticity which most people sniff out pretty quickly. It takes all the heart out of what you offer, and turns your work (and the other person’s work) into a commodity.
Both business and branding require strategy, thoughtfulness, and self-awareness.
Branding is what helps you package who you are and your vision into a nice, neat story. It ensures that your people are seeing, hearing, and understanding your true business which leads to loyalty and more business for you. It aligns who you are with public perception.
The branding work usually also uncovers the cracks in your foundation if you haven’t spent time creating a solid plan or model for your business. It also serves as guideposts for your business decisions to make sure that your business or brand is living its truth and not just a bunch of fancy words on paper.
What do you think? Are you ready to do the work? Ready to uncover your story and create a solid foundation for your business?
I’m here to help, and I have not one, not two, but three different options to support you in taking a deep dive into your story.
For the first time ever, I’m offering up my Client Branding Workbook for FREE to help get you started on your journey to an aligned brand. Download below.
Known Brand Course via email - again for FREE! Each week over the course of a month, you’ll receive an email that walks you through the Client Branding Workbook with a bit more guidance and support. Sign up beginning March 1. Join the email list above to get a reminder that day!
If your business is at a point where it’s ready to invest in branding, I’d love to help you get to the next level. Click here to learn more about my services.
ABOUT THE AUTHOR
I’m Erin Harker, the Head Witch in Charge here at The Magick Works. I believe in the magic of connection and the power of intentional design.
An inutitive approach combined with years of experience (read: trial and error) allow me to guide clients in creating intentional brand experiences that solidify community, enhance impact, and grow equity.
From leading marketing teams at national companies to working on grassroots efforts, I’ve spent 20 years learning what works and what doesn’t across different industries and business models. I put everything I’ve learned to work for my clients, so they’re able to reach their goals with ease.
With a diverse background in both marketing and design, the possibilities are endless when it comes to supporting your marketing and business goals. From branding to email marketing and content strategy, I offer solutions and resources for a variety of budgets. Learn more about my services here.