Keep it real, and don’t try to be something you’re not.
That’s the advice I gave a client today. I think it’s pretty GREAT advice, actually. We were reviewing concepts for her organization’s new website. She had her heart set on the one concept that tried to look very traditional and regal with a deep navy blue background. Tradition, richness and historic are ideas she really wanted to convey about the brand.
The problem is the organization is none of these. It’s a relatively new organization offering a very affordable experience. As I helped her peel back the layers of this creative disconnect, it became crystal clear – she was trying to fit a square peg into a round hole. She was focused on what she wanted people to believe about her organization and was overlooking the authentic nature of her organization.
It kind of reminds me of that new Taco Bell campaign about the “Drive-Thru Diet
Taco Bell touts their lower-calorie options in a marketing campaign called the "Drive-Thru Diet" featuring a customer named Christine who lost 54 pounds and still ate Taco Bell food.
” with a real-life customer who lost more than 54 pounds by eating Taco Bell. Let’s be real. Taco Bell isn’t what you would think of as “go-to” healthy food.
Taco Bell promises you can lose weight by eating items off their Fresco menu. The fine print is that this customer chose Taco Bell “when she was going to get a fast-food” lunch. So, she wasn’t eating Taco Bell every day, and there’s no telling what else she was doing to augment her weight loss. As a result, it turns out people are very skeptical of this campaign, and according to a recent Advertising Age article their brand is taking a bit of a hit.
This brings me back to my client’s situation. Making sure what you put in the marketplace to represent your brand is a proper representation of your brand is paramount. Don’t overpromise your brand to customers and potential customers just because you think you need to be something you’re not. Own who you are, stand behind it and remain authentic.
I believe my client left our meeting with a new perspective on her website project. I think the website is going to turn out great and be a phenomenal representation of her organization’s brand. As for Taco Bell, hopefully they realize they don’t have to be everything to everyone. I will give them kudos for trying to promote the fact they have lower calorie options for those of us who try to mind our calorie intake, but surely there is a way to do so without touting their restaurants as a place that serves healthy diet food.
