Posted on July 23, 2007 by Steve Woodruff

It’s a pervasive problem. Identity Deficit Disorder afflicts many brands. Do you suffer from IDD? Here are some of the most common symptoms:

1. Lack of focus – it’s not clear what the brand stands for.

2. Has trouble organizing – can’t seem to look at the big picture and ensure that a coherent identity and message carry across all brand communications.

3. Inattention - can be told, by clients and others, how best to grow the brand, but can’t seem to listen.

4. Impulsivity - today, the message might be one thing, but the next day, that’s forgotten because something new has come up.

5. Impaired performance – cannot reach potential in the marketplace, because it’s not clear where it belongs.

Of course, the ones who are afflicted with IDD typically are the last to recognize it. Here’s a simple diagnostic test, that can be performed in the privacy of your office in 120 seconds:

Write out or say, in a few brief sentences, what is the major differentiator of your brand, what customers value the most about it, what its unique position is in the marketplace, and what is the one-sentence summary message that you’d give to a potential customer which would enable them to “get” the value of the brand.

If you are unable to do this, then you may well suffer from IDD.

The good news is the Identity Deficit Disorder is not a terminal condition! It can be treated. Usually this requires the help of an objective (outside) branding professional, who can examine the symptoms, diagnose the disease, and prescribe a cure. But the biggest challenge is realizing when you have the affliction!

(Image credit)

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• Creating a Distinctive Identity

About Steve: Steve Woodruff launched his consulting practice (Impactiviti LLC) in 2006, working with clients to create branding that sticks. StickyFigure, a division of Impactiviti, specializes in helping small and mid-sized businesses that are seeking to make greater impact in their marketplace, but do not have the internal resources to brand themselves effectively. We also partner with larger organizations that need to borrow a fresh creative perspective. Steve also actively consults in the training/communications field, with a particular focus on healthcare and pharmaceuticals; and he serves as VP Communications on the Board of a local ASTD (American Society of Training and Development) chapter in NJ. LinkedIn profile: http://www.linkedin.com/in/swoodruff

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