The elusive obvious in branding, part 1

The elusive obvious in branding and business success

In recent weeks, I’ve had several people ask for advice on branding and messaging for their businesses. I originally came from a business background where I set up and ran two multi-million pound concerns, one of which was after working for a major corporate entity. This was often a baptism of fire, but it taught me a huge amount about messaging. In early 2000, I established “Tranceforming NLP” and conducted certified NLP trainings for five years, before distancing myself from the NLP world, which had become increasingly unappealing and no longer a good association for me.

In 2001, I created and marketed the “Human Alchemy” series of products which sold well globally through Anglo American Books and in 2006 I set up “Provocative Change Works” which now teaches the PCW model across the globe there was a 400% increase in business in 2025 compared to 2024. In 2024, I was approached to work with a huge international consultancy business to train their partners and senior managers. All of these experiences have taught me a great deal about messaging and branding.

Lets start with the “Homer Simpson” level basics…

Often the simple questions in marketing and branding get missed and this means a lot of well intentioned work remains unproductive. A key question I ask myself before creating any copy, video, graphics and other material is “What is its purpose?”

Sometimes we can have what we consider to be a brilliant idea, but we have not taken into account how the wider world might react differently. I use many examples in PCW corporate work, especially the company “Confused.com” The main aim of the company is to steer people towards making good, clear decisions, yet the very name creates the polar opposite communication. If you spend millions conveying a core message with the word “confused”, it’s, in my view, not a smart strategy.

In an internet and social media era often business owners can be well intentioned but not well informed. I don’t doubt the enthusiasm, but some of what appears online is truly bonkers and will not enhance credibility of sales. Of course if you want to communicate the idea that you are bonkers and have no cedibility, then that’s a great strategy!

Everything from the name of the company to the colours used in branding and content copy creates an impression. The key consideration in all branding and marketing is that DIFFERENCE DICTATES. If you don’t/can’t differentiate yourself from others, then you are the same and will not generate interest.

Pricing – how this filters interest and time management

Pricing and margins are key in running a business. The question “What are you and/or your product works?” is answered by “What people will pay you in real life” A big mistage is to undercharge in the hope that this will attract interest. Unless you price your time in a sensible manner, the business will not be able to survive. Yes, sometimes you can run loss leaders to generate interest, BUT ultimately margins are key as you only have so much time. To quote Napoleon talking to his troops –

“Ride hard, ride fast, for I can give you everything, but time”

I have seen that some companies and individuals have amazing products, but they struggle to manage their time effectively, offer extremely low pricing, and lack a clear strategy for positioning themselves in the marketplace. I have one product I absolutely love and came across simply by chance. On the packaging there’s no details of how to contact the company for more sales. Worse still they don’t have a website and rely on social media alone. I said this 1000 times and I’ll say it again as clearly as I can

“THE CUSTOMER ON SOCIAL MEDIA IS THE ONE WHO SPENDS MONEY ON USING THE PLATFORM. IF YOU DON’T DO THIS YOU ARE SIMPLY THE USER, WHICH IS A DIFFERENT SCENARIO.

DON’T THEN MOAN THAT THE PLATFORM IS NOT HELPING TO PROMOTE YOUR BUSINESS FOR FREE, WHY WOULD THEY?

Often, such characters have a sense of entitlement, where others “should” buy their products and services This is of course delusional and unhelpful thinking. The reality is most people don’t want to invest the time and money to create a viable and productive concern

Ok, bearing in mind my own advice, that’s enough time writing blog copy for now. Part 2 of this will include my observations of the spectacular own goal created by the creators of NLP, a mastercass in marketing ineptitude… I’ll also talk about my 10 year baptism of fire in learning about marketing in the music industry and how to build powerful connections to gain some credibility.