Why Your Branding Strategy Is Falling Flat
Businesses know that if they want to be successful, they have to get their branding strategy right. But many small companies fail at this hurdle. Yes – they’re profitable. But that’s not because of their brand. It’s because they’re taking advantage of a very specific opportunity in the market.
In this post, we take a look at some of the ways that your brand strategy might be failing and what you can do about it. Let’s take a look.
You’re Borrowing Too Heavily From Other Brands
Using cues from other brands seems like a great idea. After all, their strategy is successful, so why wouldn’t yours work as well?
Unfortunately, things aren’t always that simple. Yes – some industries have consistent branding across companies. But what consumers really want is differentiation. They want your brand to stand out from everyone else’s. Copying just doesn’t work.
You Don’t Have A Strategy
Here’s another common branding error: failing to put together a real strategy.
Many brands will simply go with the flow and just come up with ideas on the spot. They won’t think carefully about what they want their brands to achieve and how it might help them. Including a strategy, however, can change all that. When you have a plan in place, you know why your brand is a certain way. You have a real justification for it. You’re not just putting stuff out there, hoping for the best, expecting the worst.
You Don’t Have A Physical Presence
All of the biggest brands in the world have some sort of physical presence. They don’t just rely on digital marketing to get their message across. It’s a good idea, therefore, to find some sort of outlet where you can showcase your brand, even if you run an internet-only business.
For instance, you could set up at a trade show and make your brand more physical that way. When ordering custom flags for your organization, make sure that you get something that helps you stand out. This way, people can begin to associate your company with something tangible. You can also experiment with opening a concept store – something that a lot of brands do – or simply hosting big events, as Red Bull does.
Your Values Aren’t Clear
These days, consumers want brands that reflect their values. They want to feel like they are buying from companies that agree with them. That’s why branding now needs to incorporate missions and values. Without these elements, customers are more likely to go elsewhere.
You don’t have to go ultra-political with your values. In fact, staying away from politics is generally a good idea if you can. Instead, talk about less controversial things that make your business unique. Perhaps you support a particular charity or maybe you’re working towards cleaner air. Whatever it is, highlight it.
You Don’t Have A Goal
Lastly, all brands should have a goal – something they aspire to achieve long-term. This way, they can really tap into their customers’ aspirations for the future. Make it something grand.