Common Branding Challenges
As you continue to build and maintain your brand, it’s important to be aware of any challenges that may come up in the future so that you and your team are prepared to deal with them. If not, you and your team could easily become overwhelmed and have a hard time keeping your content consistent along with missing out on important opportunities.
Here are some common branding challenges you may face:
- Creating a Brand Story
- Targeting the Right Audience
- Maintaining a Strong Social Media Presence
- Handling Negative Feedback
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Creating a Brand Story
Consider these two sentences. “We offer plenty of options for all diets within the Nashville area.” vs “We’re an all-day cafe dedicated to serving our local community with a variety of options for all diets within the Nashville area and plenty of seating options.
The first is generic enough to be applicable to various companies while the second paints a clear picture of exactly what the company does and makes them more human.
To start off, you’ll want to establish your mission and your brand’s personality. This can serve as the main point that you can always jump back to. Your story should clearly communicate your brand’s values and stay consistent as your company grows.
Targeting the Right Audience
You may be keeping up with marketing trends and posting blogs full of great information but if you’re not in front of the right audience, no one will be seeing or engaging with your content. It’ll also hurt you if you’re in a highly competitive industry or audience where you’re not able to stand out amongst competitors.
Your target demographics include location, age, gender, employment, and income. You can also separate them further based on their interests and purchase intentions. There’s a variety of tools you can use to find your right audience such as looking at competitors, using Google Analytics, and conducting market research.
Maintaining a Strong Social Media Presence
You can develop an excellent digital strategy but if you’re not keeping up a consistent online presence, your messaging can easily get lost and forgotten. A way of doing so is by maintaining a brand that is fun to engage with. Regularly replying to customers who enjoy your product or service and answering their questions helps them feel more connected and builds trust.
For example, you can use a hashtag on Twitter that your followers can use to share photos on a platform like Twitter. Singer Taylor Swift’s management team, Taylor Nation, does this to celebrate things like album anniversaries and holidays and retweets posts from fans. They’ve amassed over 1.5 million followers with an engagement rate around 0.09%. According to Scrunch, a high engagement rate on Twitter is considered to be between 0.09 and 0.33%.
Handling Negative Feedback
No one wants to hear negative feedback about their brand but knowing how to react is key. We’ve all seen backlash from celebrities giving poorly received apologies and companies lose trust from how they’ve handled customers who have had problems with their products. According to ReviewTrackers, 94% of consumers say that a bad review has convinced them to avoid a business. They’ve also found that 53% of consumers expect businesses to respond to negative reviews within a week. That’s why it’s important to have a way of dealing with them in order to respond quickly.
Here are some tips:
- Don’t take it personally: Apologize for any inconvenience and clearly respond to the problem by stating how you can help them.
- Follow up: Take steps to fix the issue and invite your customer to try your product or service again.
- Speak with your team: Talking to your team can often help you understand and prevent the problem in the future along with determining ways to fix things internally.
