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A Branding Success Strategy That Works—
Waving Orange Sticks.
A Branding Success Strategy That Works:
When I first started in advertising, I had a mentor who liked to say, “If you don’t know why something works, it probably doesn’t.” I’d nod along, thinking it made sense and that I understood. But it wasn’t until years later, during a meeting with a client, that the meaning of his words truly clicked.
The client wanted to copy a competitor’s campaign, down to the colors and slogan. “It worked for them,” they argued, “so it’ll work for us.” I couldn’t help but think about my mentor and an old story I’d read about Cargo Cults.
Understanding Cargo Cults and Their Lessons for Branding
During WWII, isolated South Pacific islanders witnessed something extraordinary. Giant planes dropped supplies, food, medicine, clothing, and other unimaginable goods for the soldiers stationed on their islands. The soldiers often shared their bounty, and for the islanders, it was as if the heavens themselves were delivering miracles.
But then the war ended, and the planes stopped coming.
Confused, the islanders tried to summon the cargo back. They dressed in makeshift uniforms, waved bright orange sticks like the air traffic controllers they’d seen, and even built wooden control towers, thinking these actions would bring back the planes. Their rituals were earnest but ultimately futile.
Why? Because the islanders misunderstood the relationship between cause and effect. They saw soldiers waving sticks and cargo arriving and assumed the first action was responsible for the next. Of course, the real cause, the global war and military logistics, was invisible to them.
The Branding Success Strategy: Strategy vs. Tactics in Business
Why Strategy Matters More Than Tactics
Common Branding Mistakes That Hurt Success
Here’s the thing: just because two events happen together doesn’t mean one causes the other. In branding, it’s easy to mistake correlation for causation. Many companies, entrepreneurs, and even keynote speakers focus on surface-level details, assuming they are the reasons for success. But a real branding success strategy goes deeper.
Take keynote speakers, for example. It’s easy to look at a top-tier speaker and think their success comes from a catchy title or a slick demo reel. That’s why you see so many others mimic these elements, picking buzzword-heavy titles, silly acronyms, or flashy social media posts. But more often than not, those tactics don’t work. Why not? Because those things aren’t what make the best speakers successful.
The real cause of a great keynote speaker‘s success is their ability to deeply connect with their audience. It’s about the clarity of their message, the authenticity of their delivery, and their ability to provide actionable value. The flashy reels and clever titles might grab attention, but they aren’t the engine driving the success—they’re just the packaging.
Trying to copy the surface-level tactics of top speakers is like waving orange sticks on a deserted runway. There’s a lot of activity, and it feels like positive action, but it’s not what makes the planes land.
Why Copying Tactics Won’t Bring You Success
The Difference Between Inspiration and Imitation
What Successful Brands Actually Do Differently
Years ago, I attended a conference where the opening speaker blew everyone away. His delivery was polished, his slides were beautifully designed, and the crowd gave him a standing ovation. The next speaker, either inspired or intimidated by that energy, tried to emulate his style. He mimicked the humor, the tone, even the slide transitions.
Needless to say, it fell flat.
Why? Because the first speaker’s success wasn’t about the slides or the jokes. It was about the unique way he connected with the audience. He understood their pain points, their needs, and their aspirations, and he spoke directly to those things. The second speaker focused on copying the style, but he missed the substance.
That experience taught me a valuable lesson: it’s not about looking like someone successful, it’s about understanding why they’re successful. A branding success strategy is built on a deep understanding of what truly drives engagement and impact, not just superficial imitation.
Real-World Examples of a Branding Success Strategy in Action
Shopify’s Focus on Empowering Entrepreneurs
Patagonia’s Purpose-Driven Branding Strategy
The same principle applies to branding. Companies that succeed don’t just copy their competitors—they understand the deeper reasons behind their own strengths. Shopify doesn’t succeed just because of its e-commerce platform; it succeeds because of its commitment to empowering entrepreneurs with user-friendly tools, scalable solutions, and a thriving ecosystem of integrations. Patagonia isn’t just about outdoor gear; it’s about purpose-driven branding that emphasizes environmental sustainability, ethical sourcing, and a commitment to activism.
If you want to develop a branding success strategy, stop chasing surface-level trends and start focusing on what makes your business, your message, and your brand unique.
How to Create Your Own Branding Success Strategy
Identifying What Makes Your Brand Unique
Connecting with Your Audience on a Deeper Level
The takeaway here is clear: don’t confuse correlation with causation. And don’t confuse activity with productivity. Just because something works for someone else doesn’t mean it will work for you. Whether you’re building a brand or crafting a keynote, success isn’t about imitating what others are doing, it’s about understanding the why behind their success and finding your own unique way to deliver value.
If you’re a speaker, don’t waste your time trying to recreate someone else’s magic. Focus on what makes you special. Know your audience, understand their needs, and craft a message that only you can deliver.
Because at the end of the day, it’s not the orange sticks that bring in the planes, it’s the intention behind the action that lands the goods. And that is what defines a true branding success strategy.