Anyone that’s spent some time in business should be able to echo the sentiment – branding your business well is a key factor to long term success. Unfortunately, the road to branding a name is generally a long process and can be challenging.
Branding is your starting point to, and a focus throughout your marketing campaigns, if you want to achieve a memorable brand, focus on setting a high bar, planning well, and ultimately, consistency. But what are these challenges you’d face when branding your business? How can you overcome them?
Branding Challenge #1: Combining your Brand and Mission in Marketing
When you started your business, you had an idea, and a story behind it. Creating your company mission either came with that, or from that in some way. Deliver on it, daily, whether it’s product fulfillment, or providing a local service, do it well. While having a professionally designed company image for people to remember in the process. Defining and delivering on the purpose of your brand will make it easier to make decisions that will help to propel it forward.
When you’re just getting started, you want to make your brand stand out.
Helping A Brand Stand Out
- Be original – Find something that no one has done before. Develop an image and a voice that is yours and yours alone.
- Be sincere – Sincerity goes a long way. Convey your message and build character in your brand.
- Understand your audience – Continually develop a better understanding of your target audience.
- Be bold – Be bold and represent your brand with confidence.
- Be humble – A humble confidence is how Obama won the people.
- Be visible – Marketing across multiple channels and optimizing each.
- Offer Value – According to Harvard Business Review, customers evaluate product or services by weighing its perceived value. Brands that stand out and earn customer loyalty, offer a better value compared to their competitors.
Branding Challenge #2: Creativity in Design
According to the late tech icon Steve Jobs, “Design is not just what it looks like and feels like. Design is how it works.” Which is why the purpose or mission of your brand should be conveyed by design.
Creativity is often a challenge for a new business. Unless it’s a strength, there’s always an expert for it. For starters, there are many companies that offer the graphic design and branding services that many businesses seek. Creating logos, designs, and other creative solutions, that help in branding and marketing. Aside from professionals, there are also plenty of online tools useful for corporate branding.
Researching competitors is going to be an ongoing part of R&D. Don’t follow the lead of your competition, make your own path. In order to solidify your brand, you need to analyze your competition from time to time, ideally on a periodic basis. This will allow you to see their path, evaluate it, and determine how to surpass them. You’ll know what they are currently doing and what may post a threat to your brand. Most of all, this gives you plenty of data to improve your business, product or service.
A good brand doesn’t stop there. You need to get better at what you do. Without analyzing your competition or even your auditing your own business, how can you improve your brand? Worst of all, you’d never know when or where your competition has surpassed you.
Branding Challenge #4: Branding That’s Way Over The Top
Many entrepreneurs that want to go big in a short period of time end up falling short due to planning around a shoe-string budget. This is common to start ups and new entrepreneurs. Indeed, running a business is about taking risks, but be careful when taking big risks with little financial backing. If you try to grow to big too fast with your brand, you can fall short and end up having to start over.
You don’t need to create a complicated brand. Going over the top to come up with complicated branding ideas and strategies can be detrimental. When it blows up, the business and the people who depend on it would suffer. So when you spend money on branding and marketing, spend it on something that works.
Branding Challenge #5: Failing to Continue The Campaign
Some entrepreneurs succeeded in establishing a brand for their business only to fizzle at the end. When it comes to branding your business, understand that it is not a one-time operation. It’s an ongoing process. Make sure that you continue with your branding campaign. Doing so will not only strengthen your brand but would also improve your authority in your niche.
Being prepared and understanding the challenges you might face in branding is a great way to avoid failing miserably. No matter what action you take in branding your business, one thing is for certain – these branding will remain. You can’t avoid them. But you can do something about them