Why Your Brand Is Difficult To Market

We live in a world full of brands. From the moment we wake up to the moment we go to bed, we come across all sorts of brands.

Branding is a business strategy whereby a name, symbol or picture is used to characterise a business or company.

Brands represent values and commodities. They can persuade and make statements.

This makes branding a very powerful marketing strategy.

But why is it that although so many brands are launched every year, most of them fail in the market after a while?

What exactly makes branding so difficult?

Last On The List

Business is hard these days. Not just because of COVID-19.

With social media and the Internet, nothing can be marketed as novelty anymore. There are many just like it with just a touch of a button.

Yet the challenges of starting and running a business remains the same. New products and services need to be developed, you have to hire and onboard new employees, create business plans, do the finances and art direction, take care of urgent errands that crop up and so on…

With so many vital tasks piling up, branding often falls to the bottom of your priorities, especially because its effects are not directly quantifiable.

Something like establishing your brand requires a clear vision and consistent work put into improving your brand’s SEO. But because the results of a marketing tactic like branding takes time to show up, it is often neglected or left in the dust. After all, who has the time to think through the style and keywords for every outgoing correspondence and piece of visual communication?

Here at Story Box, we specialise in search engine marketing and search engine optimisation. Learn more about our digital marketing services here.

Master Of None

With so many marketing resources at your disposal, it’s easier than ever to get everything done.

There’s no shortage of platforms and accounts to make to help you track, monitor and assess your processes, manpower, measurable results, and actual ROI.

Just essential social media platforms alone, you have Facebook, Twitter, Instagram, LinkedIn and YouTube to contend with.

It’s starting to look like a curse, isn’t it?

With every marketing tool you add to your toolbox, you have to read the corresponding instruction manual as well. So much time is spent attempting to understand these tools that there is very little time getting round to figuring out how monitoring SEO, Google algorithms, leads, effectiveness of social media campaigns and consumer outreach can benefit your brand.

It might even be tempting to throw your hands in the air and declare you’ll just focus on one platform and one tool to market your brand. But what if that’s the wrong platform for a brand like yours?

Complicated Messages

So far, we’ve only listed the external struggles of marketing your brand. Branding and maintaining your brand comes with its own set of challenges.

A powerful brand is one with a clear vision.

It should be obviously different from the brands of its competitors. It has to resonate with your customers and inspire your employees.

At the same time, it should not be complicated.

And that’s what makes it very difficult to achieve.

The goal of your business should meet the needs of your target audience in a specific way, so your brand message needs to highlight and emphasise this every time your brand is brought up.

Oftentimes, brand messages end up being convoluted with too many keywords and no clear call to action.

Brand messaging needs to be simple and to the point. But that doesn’t mean it should be generic or vague.

Getting a hang of the balance requires a deeper understanding of your target audience so that you can refine your brand’s goals accordingly.

Unappealing Brand Personality

Another major obstacle to successful brand marketing is when your brand personality doesn’t resonate with your consumers.

Once you have a clear grasp of your brand’s message, it needs to be conveyed in a manner that is relatable to your target audience.

What often happens with brands that go under is the failure to relate. Your brand meets a very important need, it provides an essential service or product.

But if your brand has an unapproachable image or an unappealing manner of communication, no one will ever come to hear about it.

This might sound quite straightforward, be friendly and polite okay. However, it’s not that simple. You need to approach your target audience from the angle of your brand message.

For example, a streetwear brand with a slightly rebellious brand messaging that targets youths who like to be different should not have a polite and reserved brand personality.

That would not be appealing to the rebels of society you want as your customers.

A lot of thought needs to go into creating a person out of your brand in order for your brand to succeed.

Marketing your brand is probably going to be the toughest part of running your business because of how dynamic and complex the process is.

There is no formula for successful brands. Sure, there are characteristics and things to avoid doing, but what works for one brand might not work for another.

Looking for professional help with your brand marketing? Learn more about our brand marketing services here.

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