What’s your branding AVG?
People overcomplicate this whole brand thing.
Here's a really simple way to think about it: Brand is like a batting average.
In baseball, batting average is "the average performance of a batter, expressed as a ratio of a batter's base hits per official times at bat, and typically rounded to three decimal points." (Google)
Each time you step up to the plate is called an "at bat." With more at bats, the average gets more accurate.
Imagine a player steps up to the plate for the very first time.
CRACK. They smoke it.
They’re 1/1, the batting average is insane. But when this player's next 20 at bats are all swing and a miss, the batting average tanks.
For a brand, each interaction (someone sees your logo, they hear your brand name, they walk into a store, buy something on your site, talk to an employee, etc.) is an at bat. With more at bats, the average gets more accurate.
That means you can't get lucky.
Imagine the very first interaction someone could have with your business. Probably be your name, a logo, or even word-of-mouth from a friend.
Great brand name? Distinctive, memorable logo? Great experience?
CRACK. You knock it out of the park.
Your brand is sky-high at that moment. But what happens when subsequent interactions with your business have been nothing but strikeouts (terrible customer service, product sucks, website looks like shit, misleading branding, etc.)
Your brand tanks despite that initial home run.
Let’s be real, these brand "at bats" are going to be like baseball at bats: you’re not going to crack ‘em all. But, singles, doubles, triples—they all help the average.
You don't always need to swing for the fences, but let’s work on that branding average.
✌️Rvw
P.S. I'm more of a basketball person, so this analogy and the terms used might not be technically correct for baseball nerds.
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