Why most founders struggle with branding
Are you thinking about rebranding but dreading getting started? You are not alone. Rebranding can be a daunting prospect. Let’s find out how to rebrand without stress or confusion.
After seeing so many decision-makers in both small and (very) big businesses struggle with branding, I realise that they often face the same challenges and struggles but can’t pinpoint what they need to do.
This is why I'm writing an upcoming branding book, “Branding For Growth”.
If you are seeking clarity on how to rebrand your business on time without stress successfully, this guide is for you.
Below is an extract from “Branding For Growth”. You can pre-order your free copy here.
In the last 20 years, I’ve worked with businesses of all sizes and types: startups, mid-size companies and large corporations.
I noticed no correlation between the size and resources of a business and their understanding of how to make branding work for them.
Whether they run a startup or a big firm, business leaders see branding as a bit of a dark art.
Based on the questions I most often encountered, here is why many founders, managing directors and business leaders struggle with branding.
1 Lack of branding and marketing experience
What is unfamiliar is often misunderstood. Unless you run a branding consultancy, branding might not be your core area of expertise or even something you’re particularly interested in.
Many business leaders don’t have a background or training in branding and marketing. That’s why they struggle to understand the elements of a successful branding strategy.
This can lead to ineffective branding strategies or a lack of consistency across different marketing channels, ultimately harming the business’s reputation and bottom line.
Investing time and resources into seeking out resources, education, or the help of a recognised expert is necessary for a better understanding of branding.
You don’t have to become a branding expert in using branding effectively but you must have a good grasp of the fundamentals.
What is unfamiliar is often misunderstood. Unless you run a branding consultancy, branding might not be your core area of expertise.
2) Being unclear about what branding is
Branding isn’t just about being creative and great-looking design. Branding is a multifaceted discipline drawing upon many other fields: business strategy, market research, behavioural psychology, advertising, creativity, graphic design, copywriting, and marketing.
This is why a strong brand works like magic. It effortlessly wins hearts and minds like by combining logic and emotion in a way most other disciplines don’t.
Have you ever come across a piece of visual or written content from a well-known brand and felt ‘This is so me!’ and made an impulse purchase as a result?
This didn't happen by accident but was the result of a very well-crafted and executed brand strategy. And it worked like magic.
Effective branding requires a holistic approach considering all aspects of a business’s identity and customer relationship.
When you have a strong brand message with truly resonates with your dream client, you don't need any hard sell. They will line up to buy from you.
Branding isn’t just about being creative and great-looking design. Branding is a multifaceted discipline drawing upon many other fields
3) Being confused by jargon and conflicting advice
The branding industry is filled with jargon, buzzwords, and technical terms, making it difficult for business leaders to understand and communicate their brand effectively.
Terms like brand equity, brand architecture, and brand essence can confuse those unfamiliar with branding terminology.
In addition to the complexity of branding jargon, business leaders can also need help with conflicting advice from different sources.
With so much contradictory online advice, even getting started can take time and effort.
The branding industry is filled with jargon, buzzwords, and technical terms, making it difficult for business leaders to understand and communicate their brand effectively.
Conclusion
Let’s face it: rebranding your business is one of the most critical business decisions you can make as a decision-maker.
Rebranding is a big undertaking and a long-term investment in your business. As such, rebranding carries significant risks and takes careful consideration.
Get it right, and you’ll enjoy better clients and higher profit margins and leave the competition scratching their heads wondering how to catch up with you.
Get it wrong, and you’ll face unnecessary headaches, a lot of stress, and lose time and money.
You might even end up seriously damaging your business’s credibility and reputation. We’ve all heard at least one news story about a big corporation’s failed rebrand, which seriously backfired.
But when you have the right guidance and a step-by-step process, you can rebrand successfully with clarity, focus and confidence.
Discover how to build a strong brand with clarity and confidence
Do you want to attract more clients and grow your business faster?
“Branding For Growth” is the ultimate branding guide for ambitious businesses.
“Branding For Growth” makes branding simple for busy business leaders.
If you’re looking for a brand strategy guide which speaks your language without marketing jumbo or unnecessary stuff, “Branding For Growth” is for you.
In today’s digital-first world, you need a strong brand to cut through the noise, stand out from competitors and attract the best clients.
In this book, you’ll learn
The biggest rebranding mistakes to avoid
How to generate profits through branding
The proven step-by-step B.E.C.O.M.E brand-building system
Discover how to take your business to the next level by building a strong brand.
