Go ahead…Be Average! Our Tips for Being Mediocre

When it comes to branding and strategic communications, no one wants to be known by their public as mediocre.  In this competitive media environment, being average is a recipe for failure.  And, speaking from a strategic communications perspective, more businesses fail from the lack of communication with their customers and potential customers than any other factor.  The next huge blunder that businesses make is failing to differentiate themselves from their competitors.  To drive home the point, here are some tips on how to be mediocre and fail in business.

 

1. Live in a Y2K World.  If you want to be mediocre, live in the past.  There is a world of difference between 2000 and 2012, especially when it comes to strategic communications.  Just think of how consumers receive communication today.  In case you have not noticed, for a good many people, it is mainly on these things called smart phones.  In 2000, although in decline, the networks still ruled the airwaves in terms of advertising and consumer reach.  Today, we have Facebook and Twitter to name just a few of the new avenues customers are not engaged.  I cringe when I hear small business people totally disregard Facebook as a tool for their business communication.  Times have changed and all businesses from American Airlines to Sherry's Sub Shop must embrace the change to succeed in today's marketplace.

2. Focus on only one front.  If you want to be really average (or even a failed business) focus on only one form of strategic communication.  You do not have to be a general to understand that a war cannot be won if you do not fight on all fronts.  The same is true for business owners of today.  The media world is complicated; and calling it multidimensional is an understatement.  Make sure you are "ON AIR" on a variety of media outlets.  No business just tweets today.  Their tweets hit their Facebook page and update their blogs all at once.  Their websites point to their Facebook fan pages and so on and so on.  To be better than average, the small business owner knows that he or she must engage his customers and potential customers through as many channels as possible.  It is time consuming and it may even seem like a merry-go-round on steroids, but the smart business owner of today knows he or she must get his or her ticket punched and get on the ride.

 

Very few businesses present service or product offerings that are revolutionary and no other business offers.  In today’s fast paced world, even if you invent a new product or service, within days your competition will have replicated it and put their spin on your idea.  The key to success in branding is strategic communications.  You have to consistently tell your story and share with the consumer why you are better and what you offer is superior than that of your competition.  You have to show today's public - bobmbarded with media - that you deserve their interest.  After all, everyone wants to be liked.

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