2 ‐ Your brand is getting lost in the crowd
It’s not easy to stand out in a crowded and competitive marketplace. Your company might offer unique services and products, but if you’re having trouble getting the attention of potential clients and compelling them to find out more about you, the problem could be a bland brand.
Try this classic branding exercise: if you removed your logo and company name from your ads, website and social media, would consumers still be able to identify them as coming from your company? Would they have trouble telling the difference between your brand and your competitors?
When consumers encounter brands that all look and sound pretty much the same, their purchasing decision will usually boil down to the lowest common denominator: the price. If your business doesn’t offer the lowest price, what else can you offer the consumer? How can you differentiate your brand from the others and build brand loyalty, while also being honest and trustworthy?
A strong, authentic brand will capitalize on what makes you different from the rest and turn those into your competitive advantages. Maybe it’s a unique patented formula, high-quality materials sourced from around the world, an exceptional selection of products, award-winning staff or loyal celebrity fans—you get the idea. What makes you different is what will make your brand stand out. If your current brand isn’t saying anything interesting about your business and who you are, what you do and what you offer, it’s time for a refresh.
For inspiration, check out Fast Company’s year-end list of “The best and worst branding of 2018.”