Why Your Business's Goals May Be Killing Your Brand’s Success (And What to Do About It)
Let’s talk about a silent killer in business!
Do you ever feel like there's a disconnect between what your company wants to achieve and what your customers really want? 🤔
You're not alone!
This "Goal Gap" is often the silent killer of brand success. Let’s dive into two major examples of how businesses lost touch with their audience - and how you can avoid the same mistake.
The British Rail Wake-Up Call 🚂
Here's what happened when British Rail executives got a taste of their own medicine...
In 1977, British Rail was struggling with a drop in passengers. The company executives had no idea why, so they blamed marketing and decided to change their ad agency. One agency stood out: Allen Brady Marsh (ABM), who wasn’t afraid to make a bold move.
When British Rail executives arrived at ABM’s office, they were greeted with chaos:
A dirty, unkempt office 🏚️
A receptionist who ignored them 😑
A 15-minute wait with zero explanation ⏳
Just as the execs were about to leave, ABM’s creative director, Peter Marsh, stepped in and dropped the mic:
“Gentlemen, you’ve just experienced what the public thinks of British Rail. Now, let us show you how we’ll fix it.”
He turned the situation around by showing them exactly how this disconnection was how customers viewed British Rail - unwelcoming, uncaring, and outdated.
That was the moment when the executives realized how out of touch they were with their audience.
And guess what?
ABM landed the account. 🏆
The Lesson:
British Rail was so focused on their internal goals (like cutting costs and boosting numbers) that they’d lost touch with their customers.
ABM’s pitch wasn’t just clever - it was a mirror showing them the harsh reality.
The takeaway:
Your business goals need to align with what your customers experience.
Otherwise, that gap will push them away, just like British Rail's outdated service did.
Domino’s 2009 Revival 🍕
Let’s fast-forward to 2009 when Domino’s Pizza realized something crucial:
they had lost touch with their customers. The chain was known for its fast delivery, but over time, its focus shifted to expansion and cost-cutting. As a result, their pizza quality plummeted.
Domino’s pizza didn’t just taste bad;
it was so awful that customers started turning away.
But the company had a revelation. The CEO publicly acknowledged the problem and launched a campaign that said:
“We heard you, we fixed the pizza.”
And guess what?
It worked! 🍕🎉
Domino’s realigned their goals to match what customers truly wanted - better pizza.
The result?
Their share price skyrocketed from $9 to $400.
The Lesson:
Domino’s realigned their goals with their customers’ desires. They stopped focusing on what they wanted (profits, growth) and started focusing on what their customers wanted (edible pizza).
Never lose sight of your customer’s goals.
If your product or service doesn’t meet their needs, no amount of advertising or fancy promises can save you.
The Goal Gap: Is Your Brand Missing the Mark? 🤨
This disconnect isn’t just something that happens to huge corporations.
It affects all brands - big or small.
Brands obsess over their vision, mission, and capabilities.
They talk about their happy employees and cool offices.
They forget to answer the one question customers care about: “What’s in it for me?”
When your goals don’t align with your customer’s goals, they notice. And they leave.
Some businesses get so caught up in their own goals that they forget about the people who matter most: their customers.
👉 Does your brand's message focus more on your amazing features, employees, or office?
👉 Or does it emphasize how you can help customers achieve their goals?
Remember, your customers don't care about your:
Cool office photos
Vision statements
Employee happiness scores
Industry awards
They care about one thing: "What's in it for me?"
If your brand doesn’t address their needs first, the gap will only get wider. 🚪
The Key to Closing the Gap 🔑
Your brand’s narrative should always revolve around the customer.
Your brand isn't the hero - your customer is.
And this should be reflected in every customer touchpoint:
Your website
Your content
Your product or service
So, ask yourself:
If someone were to pitch your brand using the ABM approach, would it be clear that you're here to help customers achieve their goals?
Take a moment to think about it. You might just find that there's a gap to close. 🤔
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