It’s a peaceful morning. You, the founder, expect a quiet day at work.
You have a smug little nod at how smoothly your company is running.
You’re on your way to the office when you hear:
“YOUR FUNNEL IS A LIE!”
It was a member of the Sales Team charging at the lead of the Marketing Team. Turns out a brawl is in progress between the two.
You duck as someone else hurls a swivel chair aimed at the cocky sales rep behind you.
A rogue intern ducked behind a desk, clutching a ring light like a defensive talisman.
…
…
…
“ENOUGHHH!” you scream, tired of the whole ordeal.
People turn around to look.
Their founder standing in the doorway, stunned, was not what they expected.
Unfortunately, this was a battlefield now. Your voice might as well have been a pigeon cooing at Waterloo.
The brawl continued. A bagel whizzed past your ear.
A marketer shouted, “Sales keeps promising things that aren’t in the brand narrative!”
Sales bellowed back, “You people write taglines nobody understands! We’re selling accounting software, not reincarnation!”
So much for a peaceful, predictable day, but a war between the two was due soon, especially with the confusion on your branding.
“Everyone calm down! Nobody here is wrong.
You’re simply trying to build a castle with blueprints drawn on napkins.
Only one person can help us now”
Silence.
“Who Sir…” asked a covering analyst.
“Shashank. His Brand Engine Email Course is what can save us now”
You call me on the spot and put me on speaker.
“Hey Shashank… my sales and marketing team are fighting about brand misalignment again.
I believe your course can help us?”
“Hey yes… yes, it can. In fact, it’s one of the things I talk about on Day 1 itself. It’s a common mistake to think branding is about logos and colors.
It’s not.
Can your teams explain your business to your customers?
If they can’t do that in the same manner, you might have to make that crystal clear.
I understand your problem though. You’re stuck in what I call the ‘clarity loop’.
Without a clear positioning, message and promise there will be more brawls. Yes, the brawl has gone viral on LinkedIn.
The Sales kid packs a wallop.
We can fix it.
I’ll send you the details.
You’ll get the course and worksheet that addresses this inconsistency and we can discuss via email so that there’s no confusion.”
And so you pull out your phone to access the Brand Engine.
— Shashank