Opinion: Being invisible is much worse than failing


Costin Oane office BroHouse

Article published in PR Romania, on June 22nd of 2018. We thank Dana Oancea.    

Your great curse: you are practically invisible.

If you haven’t been able to monetize and to achieve the goals, it’s almost because of one reason: people don’t know you, I don’t know anything about you. You don’t exist.

Whoever you are and whatever you do, your number 1 job is to build your credibility and visibility in this crowded jungle. Sadly, as the world becomes more and more competitive, and more and more brands are dedicated to creating relationships with their clients, I see more and more companies that are facing the curse of invisibility.

Building a brand means putting yourself 100% in the spotlight. Looking at others is inevitable – there is no place to hide. There is no place to be conservative. Being invisible may seem like a superpower when you’re a teenager and at the beginning of the road, but it’s the last thing that you want for your business. Trademarks are primarily visible entities.

The “clown” theory in high school

After many hours, most students are desperate for a little “break-in” or a moment of entertainment. And our attention was attracted everywhere, except for teachers or class notes. You may remember, but in high school, in each class, there was a character more “rebel” and more “cohones” than the rest of the class. In other words, they did nothing but respond to the needs of the students around them. They paid the request. And they were rewarded, not with money, but with our attention. 

That’s how your brand is. Dear entrepreneur, if you look carefully, you will notice that things are no different from the ones in school. Clients need “fun” and this moment must be delivered by your brand. Your first responsibility for your brand is to get the attention of the target audience, and for this, you need to simulate the “clown” theory from high school. It’s not simple, it takes courage and commitment.

Remember, it’s not bad to be a little crazy, at least in the eyes of others.

It’s time to stop being boring

Everything boring is invisible. The passion behind your brand must be seen in the picture of your brand and marketing actions. Say NO to warm and gentle solutions. Choose smart branding solutions that express the unique characteristics that make up the DNA of your company, product or service. Define the true story of your brand, and make sure you can catch the eye of the consumer, making a good and quick impression.

The market is very saturated, and it is very easy to get mixed up in the crowd. If you look like everyone else, how do you think your consumers will know what makes you different from the rest? Unlike the 1990s, consumers are drowning in choices and are bombarded with hundreds of messages.

Transforms your micro-failures into opportunities

It’s not the end of the world. Most of us see failure as that “huge” thing you never get back to. Most of the time, failure is nothing more than a fantasy of the imagination. Your brain becomes your own enemy, and it manages to generate a bunch of weird scenarios that will probably never happen.

But more important than the “final failure”, this last page of the book, are the micro-failures, which are much smaller and more significant. These “micro-failures” allow you enough time to adjust and correct your running problems. If you manage to overcome them, it means that you have just found a new way to make things work better. Basically, you’re closer to another discovery.  

Try to find for each failure a way to turn unwanted situations to your advantage. Change things if necessary. When something doesn’t work, try to do it differently. Inventive and flexible thinking is needed to reach discoveries. This is not a false optimism, it is simply opportunism. 


I cannot say that this road will be smooth, and I do not know if you will succeed, but I can guarantee you that every effort to be visible and all the micro-failures you will encounter are better than the regret of not trying at all.


Article published in PR Romania, on June 22nd, 2018. 

We thank Dana Oancea.