You see it all the time: Business advice that states that say you MUST do something, or suffer the consequences!
“Five Things Every Business MUST Do to Succeed in 2012!”
“Twenty Social Media Tactics You NEED to Employ – or Your Abject Failure Is a Foregone Conclusion!”
“Ten Things You MUST Do to Build Your Personal Brand – or Risk Career Suicide, You Miserable Wretch!”
You know who talks the most about how you NEED to brand yourself? Personal branding “experts.” And literally nobody else I’ve ever met.
And it’s true that some businesses need a fully developed social media strategy. Others succeed with only the basics, or none at all.
The point is this: There’s no pre-baked, fully accurate list of things every brand or business MUST do. Strategy is situational. So are tactics. Your business has its own history, objectives, strengths and challenges. What works for another may not work for you.
When you come across an article or blog post with this kind of tone, check the motivations of its source. What do they have to gain by telling you what you HAVE to do?
Until we’ve spent some serious time together, I don’t know enough about your business to tell you what it needs. Nor does any other stranger. Anyone who opens the conversation with an uninformed imperative is setting you up for a sales pitch.
About Matthew Fenton: Matthew founded Three Deuce Branding in 1997 with a simple mission: “To help good people build great brands.” He’s a former CMO who repeatedly led underdog brands to dramatically outpace the market, and now he does the same for the clients he serves. Businesses with revenues of seven to ten figures trust Matthew to help them achieve “brand clarity” through core brand strategy and positioning. Matthew is also a highly-rated speaker. Contact Matthew here. He calls Chicago home.
Copyright 2012 – Matthew Fenton. All Rights Reserved. You may reprint this article with the original, unedited text intact, including the About Matthew Fenton section.