Branding and the Super Karate Monkey Death Car

If you own a business, run a clinic, lead a team, or are simply networking to find a career, you have a brand. The only question is, are you controlling it, or is someone else?

Every brand lives in the minds of others. It’s shaped by their perceptions, their expectations, and their assumptions. And if you’re not actively steering it in a strategic direction, you might be surprised how far it drifts from your reality.

Maybe people only know a sliver of what you do. Maybe they have you or your organization pegged for something you were years ago. Or maybe a specific image or narrative has followed you around for years, despite being inaccurate.

Or just maybe your brand’s been completely lost in translation, which brings me to the Super Karate Monkey Death Car.

Say What Now?

Super Karate Monkey Death Car is a reference to the ’90s sitcom ”News Radio,” which follows the antics of the employees of a struggling New York radio station.

In one episode, station owner Jimmy James learns that a business memoir he wrote, which flopped in America, found surprising success in Japan. Hoping to capitalize, he has that Japanese edition translated back into English for a second U.S. release.

Somewhere in all that translating, however, the original meaning gets mangled beyond recognition. Entire paragraphs turn into gibberish, ideas lose their punch, and the title? Not even close.

Oblivious to any of this, Jimmy walks blindly into an author reading during which he realizes his mistake. Here’s the scene:

Not only is this hilarious, but it’s also the perfect metaphor for what happens when you don’t own your message.

Your Story, Lost in Translation

When you leave your brand message for others to define, it’s like playing a long game of telephone. Your nuance disappears. Your tone changes. Your “why” gets diluted.

Eventually, the version of you out in the world may become almost unrecognizable — just like Jimmy James’s book.

That’s why you should always be taking steps to control your brand. And this goes beyond logos and taglines.

Your brand is the story you tell the world, and you reinforce this story at every touchpoint with your audience. This includes messaging you use on your website and blog, the tone and visuals you choose on social media, the descriptions and keywords in online directories, the way you present yourself in interviews and press coverage, and even the language you use in email signatures and direct client communication.

If you’re not strategic, intentional, and consistent in these moments, someone else’s interpretation — no matter how incomplete or inaccurate — will start to fill the gaps in your brand narrative.

How to Keep Your Brand from Becoming a Super Karate Monkey Death Car

When striving to harness your brand to establish a narrative that best aligns with your narrative, consider the following:

Be the Loudest, Clearest Voice About What You Do

Don’t assume people “just know” who you are or what you stand for. Consistently make it explicit.

Write a blog post that clearly explains your core services or differentiators. Use your social media bios to lead with your value proposition, not just your job title. Make sure your “About” page answers the real question your audience has like “Why should I trust you over someone else?”

Repeat Yourself (On Purpose)

Consistency isn’t boring. It’s branding!

Your messaging and content should be familiar everywhere people encounter you. This means using the same core phrasing in your LinkedIn headline, your press interviews, your email newsletter, and your YouTube video descriptions.

If your tagline changes every few months or your blog tone swings wildly from post to post, your audience won’t know what to expect. Repetition builds recognition.

Watch What’s Already Out There

Don’t assume the internet is getting the message. Search your name, your company, and your personal handles regularly.

Check your Google Business Profile, Yelp page, and any online directory listings for outdated descriptions or wrong contact info. Look at what people are saying in reviews or comments, and if there’s a common misconception, address it head-on with content.

For example, if people assume you only work locally, publish a blog or LinkedIn post explaining how you also serve clients nationwide — or vice-versa.

Practice Long-Term Thinking

A single campaign does not make a brand. Brands are built over time — through every word, every image, every choice, and every interaction.

Plan content with a long horizon in mind. If you’re building a reputation for thought leadership, commit to publishing one deep-dive blog or white paper each quarter. If you want to be the go-to voice in your field, pitch yourself to relevant podcasts or online publications on a regular schedule.

Over time, these consistent actions compound into a brand people know and trust.

Hire a Branding Professional

Small business owners and managers wear a lot of hats, and branding often gets pushed to the back burner. Unfortunately, your brand can still take on a life of its own.

Building and maintaining a clear, strategic brand requires and time and expertise than a lot of owners can realistically give it. A branding professional (like me!) can help you clarify your message, ensure consistency across all platforms, and set actionable marketing and content goals that expand your reach.

Whether it’s developing a year-long content plan, refining your website copy, or securing earned media opportunities, having an expert in your corner can make sure your brand grows in the right direction without becoming another Super Karate Monkey Death Car.

Click here to reach out and learn more about how I can help you both harness and enhance your brand.