The Number One Mistake Most Entrepreneurs Make When Building Their Brands

By Ali Craig

We live in the day and age of entrepreneurship. It seems we all know someone who is launching a product, starting a side hustle or playing all-in to live the dream.

For the last 20 years, I have worked with brands from around the world, from the moms and pops to the Wall Street elite, and it does not matter where you come from, the numbers do not lie: 66 percent of all new businesses will not make it to their 10-year mark.

Why is that? Because they missed the key foundational element their brands need to thrive and grow through the good and not-so-good times that any business will face: Themselves.

Yes, you and your story matter so much more to your brand than the logistics of your offer.

The number one mistake most entrepreneurs make when building their brand is forgetting to connect potential customers with that story.

Here’s why
Selling logistics vs. commonality

Everyone loves to talk about the logistics of their offer. How much of this or how fast that, but logistics do not sell. People view logistics after they are already sold on your brand as the logical justification to say “yes” and hire you or buy from your company.

The truth is that it is your story beyond all else that will have people connecting with you and in turn saying “yes” to your brand. And for you to effectively tell your story, you have to know you and most importantly your common red thread.

In Neuro Human Branding principles, the common red thread is the core element that ties all of your loves, hobbies, jobs, instincts and education together. On many levels, when defined, this common red thread gives you your true motivation—your “why” in life. Your common red thread could be to help people see and experience beauty, to help people find balance on an internal, as well as external, level. Whatever your common red thread, it is always about serving others.

Why does this matter? Because the reason you wanted to launch this brand started long before you ever realized. I would dare say it started in your childhood, as it does for most of my clients.

This means the story this brand tells has your entire life’s backstory supporting it. The brand may be new, but the passion and commitment have been there for decades. It is that story that your audience can connect with and wants to know. It is that story that has people feeling like you understand them, care about them and are not just selling your brand.

That is exactly what you want and need to create a thriving, loyal, and sharing audience in today’s “I will buy it on Amazon,” or “I will Google the answer” audience base. If you want your brand to succeed, you must sell the one thing those big guys do not have and that is heart.

Your red thread on why your life has gone the way it has is full of heart, connection and dedication—everything that makes you “you” and everything that an audience truly wants from a brand—connection and commitment.

Ali Craig is taking your branding questions for our fall issue. If you have a question that you would like Ali to answer, please send it to If we print your question, you will receive special swag from Las Vegas Woman.

About Ali Craig – Ali Craig is an international consultant, speaker, three-time best-selling author, television host and brand strategist. Having worked with everyone from industry titans to underdogs, Ali has found that her passion lies in helping small brands take action to make large ideas doable and create an influential brand that shines. With 20 years of branding experience, Ali shares her knowledge across international stages, with national media audiences, and on the Apple TV Brandpreneur show, “Fix My Brand With Ali Craig.” Her Neuro Human Branding method weaves science, psychology, design, and human nature into an easy to apply system that any brand can use to grow their audience’s connections, conversions, and community. Ali’s energy and expertise shine through in her monthly articles in EmpiHER Magazine, and guest contributions in the Chicago Tribune, The Denver Post, and The New York Daily News. Ali is a sought-after branding expert and can regularly be seen on television shows across the country, as well as features in the Associated Press, Wall Street Journal, and New York Times.