“Your culture is your brand.” – Tony Hsieh
10 Most Common Branding Challenges
We’ve been there. Here’s how we overcame them.
For those involved with building a brand, there are certain challenges to keep in mind and are critical to your success.
1. Treating brands as an asset
The pressure to deliver short-term results mixed with media will tempt organizations to focus on tactics and neglect the objective of building assets.
2. A compelling vision critical
A brand’s vision needs to differentiate itself. It must be practical to implement, work masterly in the marketplace and drive brand-building programs. Visions that work are usually compoundable and adaptable.
3. Must be polymorphic
The only way to grow a brand is to develop “go-all-in” innovations that define new forms and block competitors from gaining relevance. That requires innovation and a new ability to manage the perceptions of a multiformity that wins.
4. Breakthrough brand building
Extraordinary ideas and executions are necessary in order to bring the brand vision to life. Ideas and the execution of them are vastly more important than the size of your budget. That means getting more ideas from more sources, and ensuring that the mechanisms are in place to recognize intelligence and quickly deliver those ideas to market.
5. Integrated Marketing Communication (IMC)
IMC is more difficult today than ever! With so many various methods to choose from such as advertising, sponsorships, digital, mobile, social media and more. Communication methods tend to compete with each other rather than collaborate. Mose product and country silos reflect competition and isolation rather than cooperation and communication.
“A brand vision needs to differentiate itself, resonate with customers and inspire employees.”
6. Construct a digital strategy
The audience is in control here. New capabilities, creative initiatives and new ways to work with other marketing methods are required. Adjust the digital marketing focus from the offering and the brand to the customer’s sweet spot, which is to say the activities and opinions in which they are interested or even passionate about. Develop programs around that sweet spot in which the brand is an active partner.
7. Erect your brand internally
Ensure that your employees both know the vision and care about it. The brand vision that lacks a higher purpose will find the inspiration challenge almost impossible.
8. Protect brand relevance
Brands face three weighty threats: Fewer customers buying what the brand is offering, blossoming reasons not-to-buy, and loss of energy. Each requires an in-depth knowledge of the market, plus a willingness to invest and change.
9. Creating a clear brand strategy
Brands need well outlined roles and visions that support those roles. Strategic brands should be identified and resourced, and branded identifiers and stimulators should be created and managed.
10. Leverage brand assets to empower growth
Brand portfolio’s must foster growth by enabling new offerings, adaptable to extend the brand vertically or into different product class. The goal is to apply the brand to new contexts where the brand both adds value and enhances itself.
Learn how inMMGroup can help you overcome the challenges of branding and pivot your organization. Connect with us.