Have you ever been stuck talking to someone who only talks about themselves? Pretty draining, isn’t it?
Unfortunately, your brand might be doing precisely that in the marketing world. The worst part? You may not even realize it.
Many brands accidentally fall into this “me-first” mindset of sharing what makes them noteworthy as a sales tactic. But are your awards or “industry-leading sales” what potential clients care about?
Let’s explore how to spot if your brand is too self-focused and discover ways to shift towards messaging that genuinely connects with your customers so you can achieve results.
What is Selfish Branding?
Think of brand positioning as your company’s spot in your customers’ minds. When that positioning gets selfish, it’s like having a one-way conversation that pushes people away.
It’s similar to being on a first date with someone who won’t stop talking about themselves and never asks you a single question. Just like that date probably won’t lead to a second one, selfish branding often fails to create lasting connections with potential customers.
Selfish branding happens when companies get caught up in bragging about their achievements and features instead of focusing on what their customers care about. It may include many “we” statements, endless talk about company history, and messages that lecture customers instead of engaging with them.
For instance, when a tech company spends more time explaining its complex technology than showing how it improves users’ lives, that’s selfish branding.
While it’s great to be proud of what you’ve achieved and what products you offer, customers care more about how you can help them solve their problems or improve their lives. They’re less interested in your success story and more focused on finding solutions that work for them.
How to Spot Selfish Brand Messaging
It can be challenging to tell when your brand messaging has become too self-centered, especially when you’re close to your marketing efforts. However, there are clear signs to watch for if you look at your marketing through your customers’ eyes.
One of the biggest red flags is counting how often you use “we” versus “you” in your content. If your website, social posts, and marketing materials contain phrases like “we’re the industry leader” or “our cutting-edge solutions,” you might fall into the selfish trap.
The best brand messaging usually balances between showing what you can do and explaining how it helps customers. When you review your marketing, look at how much space you give to company achievements compared to customer solutions. While awards and certifications can help build trust, they should include the practical benefits you offer customers.
Examples of Selfish Branding
Here are some real-world cases of selfish brand messaging:
- A software company’s homepage uses 80% of its space talking about its technology and only 20% explaining how it helps users
- A restaurant chain that constantly mentions its 50-year history but rarely talks about today’s dining experiences or what customers want
- A consulting firm’s presentation is packed with impressive growth numbers but few actual client success stories
- Marketing materials filled with industry jargon instead of clear, client-friendly language
Questions to Ask Yourself About Brand Positioning
To check if your brand positioning truly helps your audience, ask yourself:
- Do you address customer problems before talking about your solutions?
- Can customers easily see how you’ll make their lives better?
- Are you sharing customer success stories, not just company wins?
- Does your marketing speak your customers’ language, or is it full of industry terms?
- When you talk about features, do you always connect them to benefits?
These questions help reveal whether you focus too much on self-promotion instead of customer value. Remember, good positioning doesn’t mean hiding your achievements – it’s about showing them in ways that matter to your target audience.
The Storybrand Approach: A Solution to Selfish Brand Positioning
Many companies need help finding the sweet spot between showing their value and addressing customer needs. That’s where the Storybrand approach comes in: it’s a practical framework that changes how brands communicate, making it one of the most effective ways to position your brand in today’s market.
Good brand positioning needs more than clever marketing tricks—it requires a fundamental shift in how we think about the relationship between brands and customers. The Storybrand method offers a clear path to make this shift happen.
What is the Storybrand Approach?
Storybrand flips traditional brand positioning by putting your customer at the story’s center. Instead of making your brand the hero, you become the helpful guide who helps customers reach their goals.
Think of it like Gandalf helping Frodo Baggins take the One Ring to the fires of Mount Doom. You’re the experienced mentor (Gandalf) who helps your customer (Frodo) succeed.
This approach cuts through the noise and creates clear messaging that connects with your audience. Rather than overwhelming potential customers with technical details or company achievements, Storybrand focuses on telling a compelling story that speaks directly to your customers’ wants and needs.
Key Aspects of the Storybrand Framework
The framework includes seven key pieces that work together to create compelling brand positioning, including:
- Character (Your Customer): Know what your customer wants and what’s holding them back
- Problem: Clearly describe both the external and internal challenges they face
- Guide (Your Business): Show up as the experienced helper with solutions
- Plan: Map out a clear path to success; the process your client goes through in order to work with you or make a purchase
- Call to Action: Show specific ways to get started, like “book a call” or “check out our shop.”
What makes this approach so powerful is its simplicity and effectiveness. By focusing on being clear rather than clever, you create messages that stick and motivate people to take action. It helps you avoid talking too much about yourself and allows for honest customer conversations.
Transform Your Brand Positioning: Quick Tips
Brand positioning matters more than ever in today’s crowded market. Recent research shows that 81% of consumers need to trust a brand before they’ll buy – that’s why getting your positioning right is crucial for building lasting customer relationships.
To shift from self-focused to customer-focused communication, here are some practical steps:
1. Embrace Authenticity and Trust
- Tell genuine stories: 88% of consumers say authenticity is key when choosing brands.
- Build emotional connections: customers who feel emotionally connected to brands spend three times more.
- Stay consistent across platforms: this can boost revenue by up to 23%.
2. Prioritize Customer Experience
- Make it personal: 94% of marketers say personalization helps build stronger brands.
- Be active on social media: 77% of consumers prefer buying from brands they follow.
- Listen to feedback: 82% of marketers find that personalization increases customer advocacy.
These strategies improve your marketing and build a foundation for lasting customer relationships and steady growth. The key is staying focused on your customers while authentically sharing your brand’s value.
Want to Improve Your Brand Positioning? InSync Media Can Help
Brand positioning is more than creating catchy slogans or designing attractive logos. It’s about developing a complete strategy that truly resonates with your target audience. However, understanding and implementing effective brand positioning can be tricky without expert guidance.
That’s where InSync Media becomes your strategic partner in transforming your brand positioning and message.
As a full-service digital marketing agency, we specialize in creating brand positioning strategies that deliver results for businesses of all sizes. We start by thoroughly analyzing your current messaging and market position. Through detailed brand audits and strategic Storybrand workshop sessions, our team helps you find new ways to strengthen your customer connections.
Ready to transform your brand positioning? Let’s work together to create a strategy that puts your customers first while highlighting what makes your business unique. Contact InSync Media today to start your journey toward more effective and authentic brand communication.