May 18, 2016 Jason Khoo

Commit to an Identity

Creating a brand isn’t hard. It’s the sacrifice that is hard. Its easy to say what we want to become. What our brand will stand for, who we want to work with. The hard part is saying who we won’t target, the things that our brand won’t do.

You Need to Sacrifice

Once you’ve properly established a brand the hardest thing is turning down opportunities and money that doesn’t fit with what you are doing. There are so many customers and niches in the market that a business has to be disciplined enough to not chase other niches. If your brand takes on any person that walks through the door with cash in their hand, you will never attain a brand. You will jump around at every opportunity and before you know it you identity is no one. Or better yet, its anyone with money and you know how that is viewed to the public.


Don’t Try to do Too Many Things

To recognize the signs of jumping around too much, you need to identify what is your core offering. Don’t sell too many different products. Don’t offer too many services. When you do that, you don’t ever specialize. Your business doesn’t have something that it can excel in.

Being a good brand is all about saying no. Our brand is this, we are proud of it and we will keep working with our target customer.

There is Another Extreme

The other extreme is being inflexible. Which like any other advice makes this as frustrating as ever. Well what I am trying to advise you is that when it comes to your brand don’t jump day to day just because you read some article or a friend told you about this new trend. What you need to be doing is committing and showing consistency with your product offering and your marketing.

What inflexibility looks like is after months of being committed to your brand and seeing no traction, you are unwilling to pivot. You may have good branding, but if you brand yourself as a company that no one likes you are doing a great job of failing. Make sure that you stay consistent, committed to the right cause. Always make sure you are aligning with your core customers and profitability and then stay committed!

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Jason Khoo

Jason is a graduate from California State University Fullerton's Mihaylo Marketing program. Starting his career in marketing consultancy as a sophomore, Jason went door to door asking businesses to give him a chance. From then on, Jason has been helping businesses understanding the vast bevy of marketing and online tools to help accomplish business goals on behalf of his clients. Jason writes at Ron Wave Design, his personal site and at medium (@jasonjkhoo).
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