Brand clarity helps you choose what to focus on

Last summer, Daniel and I attended the PNE in Vancouver. Amid the rides, the music, and the smell of popcorn and mini donuts in the air, there’s one destination I never miss when going there: the Whack-a-Mole booth.

I have to say it’s tradition at this point. I head straight there with a fierce determination to beat any competitor who is foolish enough to go against me.

Over the years, I’ve played it more times than I can count. I know the rhythm, the anticipation, the brief moment of hesitation before the first mole pops up.

And yes – I’ve got the stuffies to prove my dedication. Each one is sitting in a box or has been given away to the grandkids where only I can truly understand their value.

This recent visit stands out more than the others. I was feeling my usual confidence and maybe even a little cocky as I grabbed the mallet before the countdown began.

Oops! A false start. Daniel grinned, feeling a boost of confidence thinking I was off my game to his advantage.

The pressure was on. “OK, Susan, no more room for goofing around”, I vowed to myself.

I inhaled. Focused. I was ready. I played like someone who knew exactly what she was doing.

Alas, I won! Another plush victory to add to the pile.

The funny thing is, that moment stuck with me – not because I won, but because of what it revealed about clarity, timing, and the ability to quiet the noise.

In the chaos of blinking lights and rising pressure, the difference between flailing and winning came down to one thing: knowing where to look and when to strike.

Sometimes I wonder if business – especially marketing a business – feels like Whack-a-Mole for others, too.

One minute you’re updating your website. Then it’s social media. Then a new funnel. Then a newsletter. Then a webinar. Then a Google Ads campaign.

Something is always popping up, demanding attention, promising results. And no matter how fast or hard you hit, you’re always just a little behind. Just a little off.

You fix one thing, and something else breaks. You launch something new, and it flops. Or worse – it kind of works, but just enough to keep you guessing.

And you start to wonder… Is it me? Am I just bad at this?

But what if the problem isn’t how hard you’re swinging – or even how fast you respond? What if it’s that you’re aiming at the wrong things?

What if the real game isn’t about reacting at all?

When you know what your brand truly stands for – what it is and what it isn’t – something shifts.

It’s quieter. Simpler. The moles still pop up, but not all of them are yours to hit.

You can tell which ones matter. Which ones are noise.

You stop chasing every new tactic, every shiny platform, every whisper of “This will change everything.” You get to be intentional. Selective. Strategic.

You start playing a different game entirely.

There’s a kind of peace that comes with that. A kind of strength.

So, if you’re feeling like your business is stuck in a never-ending carnival loop – as you’re trying everything, burning out, and wondering why nothing sticks – maybe the answer isn’t another swing.

Maybe it’s a pause. A breath. A return to the foundation.

What are you really about?
What’s your WHY?
Who are you here for?

What space do you own in your clients’ minds, and why should they care?

That’s not something a new social media strategy can fix. But it is something you can build from. And once you do, everything else gets a little clearer. A little lighter. A little more winnable.

And you just might walk away with a prize you actually wanted in the first place.

If any part of this resonated – if you’ve been swinging hard and still wondering why it’s not landing – I’d love to connect. I offer a free 30-minute discovery call where we can talk about what’s coming up for you, what feels unclear, and whether brand positioning might be the missing piece.

No pressure, no pitch – just a thoughtful conversation to help you step out of reaction mode and into real alignment.

You can book your time here. I’d be honoured to hear your story.

About the Author, Susan Friesen

Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.

With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.

Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.

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