Warning: Confusion Ahead

Fusion can lead to confusion.

You may have another audience who would absolutely love what you have to offer, but don’t know that you even exist.

It may even be possible to offer the exact same product catalog or suite of services, with the same employees, from the same location – just to a new audience.

The caution sign on this trail is to be careful about your brand.

It can be tempting to try and become everything to everyone, but not even Walmart can do that (shoutout to Target Nation).

No single brand can serve everyone.

So don’t dilute your brand by going too generic on your messaging. If you sense that you are spreading too thin and losing your sense of purpose (and thus your impact), you may consider creating another brand to serve that new audience.

You can even do this under the same company with the exact same product, service and team – just a separate brand with different marketing communications.

Whatever you do, make sure you do not confuse.

As one of my favorite communicators Donald Miller says, “if you confuse, you lose.”

This is from Trail 7 of Profit Hiker: 11 Trails to gain lasting elevation in your business. Find the book right here and the program over there.