It’s not me, it’s definitely you...

I’m not trying to break up with you, I promise and If I was, I’d take a lot more responsibility for my own actions and behaviours. No, that’s misleading title is about marketing and branding and it is without doubt the biggest mistake most people make.

When it comes to creative work- logos, marketing designs, cover images, product photography and so on- I’ll be the first to admit that this is the sexy part of running a business, is fun choosing colours or designing pretty pictures, I know because I love it.

I used to do it for a large FMCG company, agencies did the work but I assessed it and got it signed off. I came up against people every single day who had opinions and views and made judgements about their favourite colours, the prettiest fonts, the nicest images.

And I’ll say the same thing to you that’s said to them. I don’t (for this read your customers don’t) care what they think.

Sounds harsh?

It’s really not, it’s the difference between a product or logo or advert you love and one that your customer loves.

Because the simple fact is, it’s not what you want, it’s what your customer wants/likes/is attracted to... if you are some how lucky enough to also be the embodiment of your ideal customer then crack on and chose everything based on your own preferences but the likelihood of this being the case is incredibly small- in which case you have to remove your own emotions and think customer.

Don’t ever look at a creative and say ‘I like’, look at it and say ‘that will work because’

It will makes all the difference to your business success.

Trust me, I once had a sign over my head that said ‘CREATIVE’ (no joke, I loved that sign. Sigh, I miss that sign)