Written by: Vickie Sullivan  |  September 01, 2026

Look Deeper Than the Logo

After all the work defining and differentiating your brand, it can be disappointing when buyers don’t rush in and hire you. The reason behind that radio silence is different than you think.

Many thought leaders assume that there’s something wrong with the brand strategy. They ask themselves: why isn’t my messaging resonating with my ideal clients? Why am I not getting any opportunities?

These questions are premature and can lead to a goose chase that wastes time and resources. Instead of assuming that there’s something wrong with the strategy, check out your promotion.

Ask yourself “what did I do to bring this brand to the market? Did I really get out there?” Drill down on specifics, such as: How many conversations did you have with referral sources? How many speeches/emails highlighted my updated message?  If all you did was create marketing tools and social media posts, you haven’t brought the brand to buyers. Amplification and distribution matters.

So before you revamp your brand, take a hard look at your go-to-market plans. At some point, you have to get out there. Brand awareness isn’t enough to get buyers to reach out.

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Now read this:

• Brand Strategy Research Blind Spots to Watch Out For
• Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road

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