Want to really impress your boss, your board, your employees, or your mom? Want to drive your customers to the competition? Then simply fall flat on your face in your attempt to get your business to stand for something in the marketplace in 2009. That will really make an impact—and fill you with warm fuzzy feelings of non-accomplishment.
So, if you're ready to fail, buckle your seatbelt and engage the air bag, because we're getting ready to crash and burn.
First, ignore what your current customers and supporters are saying
Go with your gut and forget what the feedback says. Customers don't understand or appreciate one of your offerings? Too bad. They're just going to have to live with it.
In fact, practice this: When customers try to share their opinion with you, stick an index finger in each ear and say loudly, "Blah, blah, blah…I can't HEAR you!" When their attitudes, perceptions, and concerns land on deaf ears, they'll simply find another avenue for their dollars, and you will have succeeded.
And prospective customers? You're sure to turn them away with your demonstrated lack of caring and understanding of real customer needs and wants.
Next, have apathy about your brand and your business
To ensure failure, show indifference and lazy attitudes about your business—and your brand—and you'll be well on your way. Because when you don't love your brand, what it stands for, and why it matter... others will begin to feel the same way.
Michael DiFrisco is the founder of www.How-to-Branding.com and the author of How to Craft a R.A.D.I.C.A.L. Brand for your Small Business or Organization, the do-it-yourself manual for building your brand strategy.