Tag Archive for: branding

Social Media Branding: Stand By Your Brand

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Key Takeaways

  • Brand Clarity and Courage: Businesses must be clear about their identity and values, allowing them to take calculated risks that resonate with their target audience. Bland messaging leads to uninspired results.
  • Engagement and Risk: Brands should embrace creativity and engage in meaningful conversations, even if it means facing backlash. Understanding the line between controversy and insensitivity is crucial for authenticity.
  • Consistency and Confidence: Brands need to stand by their values, even when faced with criticism. A strong brand identity fosters loyalty among customers who “get it,” while hesitance can dilute brand effectiveness.

When To Stand Up for Your Brand in Social Media

This week, with the Dave and Busters “Juan” tweet yet another social media gaffe made its what into the collective conversation.
It sparked furious cries of racism.
It sparked snickers.
It sparked the “holier than thou” media to earn mega points for traffic.

Imagine for a moment, the alternative tweet: “I hate tacos” said no one ever. #tacotuesday.

Imagine what THAT would have caused: crickets.

Which of those  two messages was more brand consistent, more interesting, more compelling and took more courage?

Branding is like getting a tattoo: it takes guts and commitment.

Tweet: Branding is like getting a tattoo: it takes guts and commitment.

This is why brands and businesses must be crystal clear on who they are, what they stand for, and who their target customer is. I’m not suggesting that every brand and business rush to the edge of every cultural controversy and insensitivity in order to create some reaction to their message. But in order to make it interesting, they HAVE to know where the line is on risk-taking. Brands and businesses have to accept that people who AREN’T their customers aren’t going to “get” it and they have to stand with their customers who DO.  If you insist on a completely bland copy, messaging, and creative, you will get some bland results.

Tweet: If you insist on a completely bland copy, messaging and creativity, you will get some bland results.

Tweet: Brands and businesses have to stand with their customers who DO “get it”.

I’m actually disappointed Dave and Busters didn’t fire back to the haters with another pun. Dave and Busters is a GAMING VENUE for grown-ups. It isn’t a financial company; it isn’t a children’s nonprofit; it isn’t a government agency; it isn’t a church. It’s supposed to be FUN. Taco Tuesdays are supposed to be FUN. I don’t know about you – but I could use a little fun in my tweet stream.

So here’s where we’re at with a collective lack of spine in the social, marketing, and advertising world: be creative, be dynamic, create conversation and excitement, but DO NOT, UNDER ANY CIRCUMSTANCES TAKE RISKS. Does the marketing and advertising world really want to be known as the analysis paralysis industry, whose signature color is beige?

Tweet: Does the marketing and advertising world really want to be known as the analysis paralysis industry whose signature color is beige?

Yes, let’s think through things. Yes, let’s consider the context. But let’s stop freaking out the minute someone with 2,000 followers takes issue with an edgy statement. Let’s understand our brands, their purpose, their customers, and values, and let’s stand by those values even when everyone else doesn’t get it. It’s OK. If your brand is truly defined, not everyone will.

Yes, the pain of nasty-gram tweets and email is piercing. They don’t last forever. In fact, in most cases, those same people are off on an entirely different tangent tomorrow. Being a wishy-washy brand isn’t good for anyone, except dish soap – and those consequences are far longer reaching.

Tweet: Being a wishy washy brand isn’t good for anyone, except dish soap – and those consequences are far longer reaching.
Stand tall. Take smart risks. Stand by your customers. Have some brand confidence. Stand by your brand.

 

This post originally appeared on Akamai Marketing

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The Dave and Busters Tweet Lesson: Stand By Your Brand

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Key Takeaways

  • Courageous Branding Matters: Brands need to be clear about their identity and values. Taking calculated risks and being bold in messaging can create more engaging and memorable content, as opposed to playing it safe with bland communication.
  • Know Your Audience: Understanding who your customers are and what they resonate with is crucial. Brands should stand by their core audience, even if others do not understand or agree with their messaging.
  • Avoid Wishy-Washy Messaging: Brands that lack a clear stance or become overly cautious can dilute their identity. It’s important to be confident in your brand’s values and to engage in meaningful conversations, rather than shying away from potential controversy.

This week, with the Dave and Busters “Juan” tweet yet another social media gaffe made it’s what into the collective conversation. It sparked furious cries of racism. It sparked snickers. It sparked the “holier than thou” media to earn mega points for traffic.

Imagine for a moment, the alternative tweet: “I hate tacos” said no one ever. #tacotuesday.

Imagine what THAT would have caused: crickets.

Which of those  two messages was more brand consistent, more interesting, more compelling and took more courage?

Branding is like getting a tattoo: it takes guts and commitment.

Tweet: Branding is like getting a tattoo: it takes guts and commitment.

This is why brands and businesses must be crystal clear on who they are, what they stand for and who their target customer is. I’m not suggesting that every brand and business rush to the edge of every cultural controversy and insensitivity in order to create some reaction to their message. But in order to make it interesting they HAVE to know where the line is on risk taking. Brands and businesses have to accept that people who AREN’T their customers aren’t going to “get” it and they have to stand with their customers who DO.  If you insist on completely bland copy, messaging and creative, you will get some bland results.

Tweet: If you insist on completely bland copy, messaging and creative, you will get some bland results.

Tweet: Brands and businesses have to stand with their customers who DO “get it”.

I’m actually disappointed Dave and Busters didn’t fire back to the haters with another pun. Dave and Busters is a GAMING VENUE for grown ups. It isn’t a financial company, it isn’t a children’s nonprofit, it isn’t a government agency, it isn’t a church. It’s supposed to be FUN. Taco Tuesdays are supposed to be FUN. I don’t know about you – but I could use a little fun in my tweet stream.

So here’s where we’re at with a collective lack of spine in the social, marketing and advertising world: be creative, be dynamic, create conversation and excitement, but DO NOT, UNDER ANY CIRCUMSTANCES TAKE RISKS. Does the marketing and advertising world really want to be known as the analysis paralysis industry whose signature color is beige?

Tweet: Does the marketing and advertising world really want to be known as the analysis paralysis industry whose signature color is beige?

Yes, let’s think through things. Yes, let’s consider context. But let’s stop freaking out the minute someone with 2,000 followers takes issue with an edgy statement. Let’s understand our brands, their purpose, their customers and values and let’s stand by those values even when everyone else doesn’t get it. It’s OK. If you’re brand is truly defined, not everyone will.

Yes, the pain of nasty-gram tweets and email is piercing, they don’t last forever, in fact, in most cases, those very same people are off on an entirely different tangent tomorrow.  Being a wishy washy brand isn’t good for anyone, except dish soap – and those consequences are far longer reaching.

Tweet: Being a wishy washy brand isn’t good for anyone, except dish soap – and those consequences are far longer reaching.
Stand tall. Take smart risks. Stand by your customers. Have some brand confidence. Stand by your brand.

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Word of Mouth Still Leads in Trust & Action

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Key Takeaways

  • Word of Mouth is Key: Recommendations from people we know are the most trusted source for driving both brand trust and consumer action, highlighting the enduring power of personal connections over other forms of advertising.
  • Social Media as a Trust Builder: Brands should leverage social media to build trust, while being mindful of the motivations that lead consumers to take action. Understanding what prompts sharing can enhance credibility and influence.
  • Message Impact Matters: The type of message used in social media directly affects trust and action. Brands need to be intentional with their messaging, ensuring each post serves a clear purpose to foster genuine connections with their audience.

The latest Advertising Trust report from Neilsen reveals some surprises, but least surprising is the fact that “Recommendations from people I know” is the single most powerful driver to product and brand trust AND more importantly, action taking. It’s true that trust and action are often hand in hand, and we can’t discount the value of trust, but its also hard to measure. However, what creates trust and what creates action can be different. For example, consumers report that humorous ads resonate most with them. We know that humor is a powerful tool, especially in social media. It might be more powerful than cats, dare I say . However, humor is rarely what makes people take ACTION.

The action taking piece is the one I’m always most interested in looking at more closely. And its really no surprise that word of mouth leads the pack. Ads on social networks have a lower trust score than they do action score. That’s actually true for several advertising types. With respect to social media, there are two key take aways:
1) Use social to build trust and be very aware of what motivations exist for taking action.
2) The power of your tribe: when they share what you’ve got, its a more credible source. So be very aware of what and why people share on social.

Now, the challenge with a report like this is that these results are all self-reported. The challenge with self-reporting is that people don’t always really know why they do what they do. I know, YOU always know why you do what you do. Or do you? Your motivations may not always be clear even to you.

Just remember, what type of message you use impacts trust and action. Decide what you’re trying to establish in every single post. Be purposeful in your social media practice and you’ll find that you can actually be more human.

PS: If you’d like to download the Neilsen Report for yourself: click here

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Overcoming Fear In Your Startup

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Key Takeaways

  • Don’t overcome fear—learn to use it: Fear isn’t the enemy. When channeled correctly, it becomes a powerful driver of focus, creativity, and execution.
  • Revisit your original vision to stay authentic: As your brand or product evolves, regularly check in with your initial intent to ensure your messaging and direction still align.
  • Perfection is the fastest path to paralysis: Progress comes from action, not perfection. Your unique perspective—not flawlessness—is what creates value.

A quick departure from the usual marketing and branding conversation.

Because when you work with startups, founders, and emerging brands, you realize something quickly: strategy is only half the job.

The other half? Managing fear.

At some point, every entrepreneur, every creator, every founder hits it—that voice in your head that questions everything. The one that creeps in right when things start to matter.

I’m not a therapist or a life coach. But I’ve built multiple businesses, gone through reinvention (including rebranding), and worked with enough founders to recognize a pattern.

Fear doesn’t go away. But it can work for you.

Most advice tells you to suppress fear. Ignore it. Push through it.

I don’t buy that.

You don’t overcome fear. You harness it.

Fear is often the signal that what you’re doing actually matters. It’s the energy that keeps you sharp, focused, and moving forward—if you know how to direct it.

If you’re not feeling a little fear, you’re probably not pushing hard enough.

How to Harness Fear (Instead of Letting It Stall You)

Different types of fear show up at different stages of building a brand, launching a product, or scaling a business.

Here’s how to recognize them—and use them strategically.

Fear of Losing Authenticity

As your brand evolves, it’s natural to refine, polish, and reposition. But there’s a moment many founders hit:

“Is this still what I originally set out to build?”

This happens constantly in marketing and branding. Messaging shifts. Positioning evolves. And suddenly, the story feels… off.

When that happens, go back to the beginning.

Review your early notes, ideas, and strategy. Look at the original intent behind the brand.

Then ask yourself:

  • Does this still align with the direction we’re going?
  • Were the changes intentional—or incremental drift?

If it still aligns, your fear is doing its job—it’s keeping you honest.

If it doesn’t, it’s a signal to recalibrate.

Either way, fear becomes a tool for clarity—not confusion.

Fear of Launch (and Rejection)

This is the one that shows up right before you hit “go.”

“What if no one cares?”
“What if they hate it?”

At its core, this is fear of rejection.

Here’s the reality: if you’ve built something with intention, someone will connect with it.

Maybe not everyone. Maybe not immediately. But someone will.

And even if they don’t?

You learn. You refine. You adjust.

That’s the process.

Instead of letting fear stall your launch, use it to pressure-test your weakest points.

Think of it like the night before a big exam. You don’t relearn everything—you focus on the areas where you feel least confident.

Fix those.

Launch anyway.

Fear of Perfection

This one is subtle—and dangerous.

It disguises itself as high standards. But in reality, it slows execution.

Nothing has ever been perfect. Nothing will be.

If you let perfection drive your decisions, you’ll never ship.

Here’s a practical rule:

If you’ve revised something more than three times, you’re overworking it.

At that point, perfection isn’t improving the outcome—it’s delaying it.

Use the fear of imperfection to push quality. Then move.

Fear of Reinvention

This is the voice that says:

“It’s already been done.”

And it’s one of the most common reasons ideas never get executed.

Here’s the truth: yes, it’s been done before.

But not by you.

Every product, brand, and idea is filtered through perspective. And your perspective is the only thing no one else can replicate.

Think about it—if creators stopped because something already existed, there would be no new books, brands, or innovation.

Your value isn’t in doing something completely new.

Your value is in how you see it—and how you execute it.

That’s where differentiation actually lives.

Even in industries like product launches, where competition is intense, perspective and positioning are what break through.

Fear Is a Signal—Use It Strategically

Fear shows up when something matters.

The goal isn’t to eliminate it. The goal is to interpret it correctly.

When you feel it creeping in, don’t zoom out to the entire journey. Focus on the next step.

Execution happens in increments.

One decision. One action. One move forward.

Fear doesn’t stop progress unless you let it.

Used correctly, it sharpens it.

So instead of asking how to overcome fear, ask how to use it.

That’s where real momentum starts.

I’d love to hear how you’ve learned to work with fear in your own business or creative process. Share your experience or send me a tweet.

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