Top 8 Challenges to Building a Brand

Russel Davis | Web and Graphic Design Consultant

ESTABLISHING WHO YOU ARE AS A BRAND

It is crucial to have a strong start in building a brand. When you have a strong concept for your brand from the get-go, the rest will make sense after that.

Challenge One:

Your Brand Has No Story or Personality

There is so much more to branding than a simple name and a logo. A brand is the personality of your company. You need to establish what your ethics are as a brand and what you are trying to achieve besides simply adding another product or service to the market. The right brand narrative has the power to increase the value of your business’s product or service by over 20 times.

Medium has 11 examples of great story brands. 11 Great Story Brands.

Challenge Two:

Finding Your Unique Place in The Market

You may have many competitors offering the same product or service as you. But what makes your brand different? How do you do things differently? What makes you special? These are the tough questions that you will have to ask yourself from the start and that you may have to keep asking yourself as you encounter competition throughout.

Challenge Three:

Not Having a Comprehensive Targeting and Positioning Strategy

You may have several target markets to reach. Although your branding needs to remain consistent, you need to target each of your markets individually and position your brand strategically within them.Segmenting your target will make it easier to reach as you can tailor your outreach to different platforms. You will also “divide and conquer”. It is sometimes more effective to target smaller groups of people, giving them more focused attention than a vague message to large diverse groups.

Challenge Four:

Letting The World Know Who You Are and That You Even Exist

Building brand awareness is a very significant part of building a brand. It is important that you have a comprehensive branding strategy to stay relevant to your audience.

Challenge Five:

Establishing Your Brand’s Branding Guidelines

When we talk about the “feel”, the “voice” the “personality” of the brand, these may sound like vague and elusive concepts. What a brand needs are a clear and tangible guideline to create this “feel, voice and personality”. Your staff will need a clear set of guidelines regarding customer service, public representation, marketing voice etc. Every element of business conduct will form part of the branding.  experience. This will create a brand consistency-another crucial element to branding. Having a clear set of rules regarding all of these will help the brand to take shape smoothly.

MANAGING YOUR BRAND

Once you have found a solid brand, the next challenge is maintaining it and its relevance in an ever-changing marketplace. This brings forth a whole new set of challenges in itself.

Challenge Six:

No Accountability or Metrics

After all your branding efforts, how do you know for sure that they have truly paid off if there are no metrics in place? While sales metrics are pretty straightforward, branding metrics can be tricky as they are generally more qualitative than simply quantitive.There is no universal metric for branding success because branding is so personal. To assess the success of your branding strategy, you need to know exactly what your brand is trying to achieve beyond the sales figures, and take it from there.

Challenge Seven:

Maintaining a Strong Digital PresenceYour messaging and tone thereof should be consistent throughout all digital and media channels-even if the marketing is segmented, the message should be the same. The frequency with which you post should also have the same consistency.Marketing is on-going and a major part of branding with digital marketing playing a big role in this day and age. Very often, it is challenging for a brand to sustain a strong digital presence because they fail to realize that marketing should be treated as a whole business entity in itself, not as an after-thought.

Challenge Eight:

Successfully Dealing with Negative Customer Experience

Negative customer reviews and experiences happen to the best of businesses and brands. A bad review does not have to mean the end of your business. Not dealing with these timeously and effectively, however, can be detrimental in the long term. As unpleasant as it is, you need to face the criticism head on if you are to contain it and salvage your brand’s delicate reputation.

Conclusion

Building a brand is not as straightforward as it seems. Like we said, there is so much more to it than logo and name. On-going nurturing is important throughout and it pays to invest in expert help in building your brand. BrandingLab can help to ease the burden of figuring out what to do with your brand when you are at a loss. We offer tailor-made advice and other services to help you to build the best brand you can for your business.

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