Aug 26, 2026 · 7 min · 8 segments
Your brand is the most important tool in your toolbox — so why do so many coaches, consultants, and experts get the building process so wrong? The truth is, it's not entirely their fault. In this…
Michael CarrHost
Tonya EberhartHost
Yeah, I'd like to start by talking about the fact that most people don't really realize they're making mistakes.
So let's just assume, though, that you know you are making mistakes in your brand.
Tanya asked, why do so many people make these mistakes during the branding process? This is the biggest.
And then they skip over those fundamentals that actually are a part of building a culture, which is what your brand
For instance, the first thing that a lot of people do, most of us, I was guilty of this also, was they create a logo.
And then they pour over some clever tagline that they think is just going to attract a bunch of people just because they spoke it.
But they tend to do this without regard to the actual story, the image that they're trying to portray.
There is a deeper dive that is required if you really want to be attractive to your customers and your clients.
But ask yourself first, right? What message or image are you trying to convey with that logo, that tagline and that photo? In other words, who are you trying to attract and what is the language? What's the imagery that you need to use in order to attract that person? And of course, that also depends upon your point of differentiation.
And that's why that deep dive is required, right? You need to know before you create some of those elements of your brand, you need to know what sets you apart from everybody else who's also trying to attract that same prospect that you're trying to attract.
Yeah, I'd like to start by talking about the fact that most people don't really realize they're making mistakes.
So let's just assume, though, that you know you are making mistakes in your brand.
Tanya asked, why do so many people make these mistakes during the branding process? This is the biggest.
And then they skip over those fundamentals that actually are a part of building a culture, which is what your brand
For instance, the first thing that a lot of people do, most of us, I was guilty of this also, was they create a logo.
And then they pour over some clever tagline that they think is just going to attract a bunch of people just because they spoke it.
But they tend to do this without regard to the actual story, the image that they're trying to portray.
There is a deeper dive that is required if you really want to be attractive to your customers and your clients.
But ask yourself first, right? What message or image are you trying to convey with that logo, that tagline and that photo? In other words, who are you trying to attract and what is the language? What's the imagery that you need to use in order to attract that person? And of course, that also depends upon your point of differentiation.
And that's why that deep dive is required, right? You need to know before you create some of those elements of your brand, you need to know what sets you apart from everybody else who's also trying to attract that same prospect that you're trying to attract.
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