{"id":27971,"date":"2017-09-11T21:20:40","date_gmt":"2017-09-12T01:20:40","guid":{"rendered":"http:\/\/www.andysowards.com\/blog\/?p=27971"},"modified":"2017-09-11T21:20:40","modified_gmt":"2017-09-12T01:20:40","slug":"biggest-obstacles-to-brand-identity-how-you-can-overcome-them","status":"publish","type":"post","link":"https:\/\/www.andysowards.com\/blog\/2017\/biggest-obstacles-to-brand-identity-how-you-can-overcome-them\/","title":{"rendered":"The Biggest Obstacles To Brand Identity &#038; How You Can Overcome Them"},"content":{"rendered":"<p>In the marketing-led 21st century business landscape where digital connectivity provides a level of scrutiny that no enterprise can hide from, branding is more important than ever. Many entrepreneurs start off believing that they have a firm grasp on the concept of branding and its \u00a0<a target=\"_blank\" href=\"https:\/\/www.deluxe.com\/blog\/six-reasons-why-strong-brand-important-small-business\/\">importance<\/a>. <\/p>\n<p><a href=\"https:\/\/www.andysowards.com\/blog\/2017\/link-customer-psychology-brand-recall\/\" target=\"_blank\"><img decoding=\"async\" data-src=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-6.jpg\" alt=\"The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them 6\" width=\"340\" height=\"221\" class=\"alignnone size-full wp-image-27978 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 340px; --smush-placeholder-aspect-ratio: 340\/221;\" \/><\/a><br \/>\n<em>The Link between Customer Psychology &#038; Brand Recall<\/em><\/p>\n<p>They\u2019ll probably have a rough idea of what their business represents and what differentiates them from the competition. They may even have a beautiful, <a target=\"_blank\" href=\"https:\/\/www.logodesignteam.com\/blog\/30-logo-design-experts-you-must-follow-on-twitter\/\">professionally designed logo<\/a>. While these things are great, they\u2019re by no means a comprehensive brand identity in and of themselves. <\/p>\n<h3>But why is branding so important?<\/h3>\n<p><img decoding=\"async\" data-src=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-10.jpg\" alt=\"The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them 10\" width=\"501\" height=\"437\" class=\"alignnone size-full wp-image-27984 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 501px; --smush-placeholder-aspect-ratio: 501\/437;\" \/><br \/>\n<a target=\"_blank\" href=\"https:\/\/c1.staticflickr.com\/8\/7388\/26640138294_33c44fea10_z.jpg\"><i>Image Source<\/i><\/a><\/p>\n<p>Whether your business has a physical presence or not, it\u2019s useful to think of your business as a building alongside a busy highway. Hundreds of people will drive past you every day without noticing you or even recognizing your building as a place of business. A colorful, eye catching logo may make them slow down and take notice for a second but it\u2019s unlikely to make you want to come off the freeway to step inside. An effective branding strategy shows them instantly that you have something they want. It\u2019s the reason those golden arches are more likely to slow down a passing driver with an empty stomach or that Starbucks mermaid is more likely to attract those looking for a quick caffeine fix. Those familiar icons represent a degree of familiarity and recognition that they associate with a certain quality and set of values. Your business may well make better burgers than McDonalds, or better coffee than Starbucks but your branding will be essential in creating that evasive lure for passing trade.<\/p>\n<p>In essence your brand should:<\/p>\n<ul>\n<li style=\"font-weight: 400;\">Promote recognition.<\/li>\n<li style=\"font-weight: 400;\">Build trust in your business.<\/li>\n<li style=\"font-weight: 400;\">Support and enhance your advertising campaigns.<\/li>\n<li style=\"font-weight: 400;\">Build value for the customer.<\/li>\n<li style=\"font-weight: 400;\">Generate new customers.<\/li>\n<li style=\"font-weight: 400;\">Ensure the ongoing loyalty of your customers and employees.<\/li>\n<\/ul>\n<p>While these are the gold standards when it comes to <a target=\"_blank\" href=\"https:\/\/www.andysowards.com\/blog\/2017\/tips-to-help-smes-build-an-effective-brand\/\">building a brand for your SME<\/a>, businesses often come across obstacles to attaining it. Here we\u2019ll look at a few and explain how your business can overcome them.<\/p>\n<h3>You\u2019re not attracting new customers<\/h3>\n<p><a href=\"https:\/\/www.andysowards.com\/blog\/2017\/tips-to-help-smes-build-an-effective-brand\/\" target=\"_blank\"><img decoding=\"async\" data-src=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-7.jpg\" alt=\"The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them 7\" width=\"642\" height=\"368\" class=\"alignnone size-full wp-image-27977 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 642px; --smush-placeholder-aspect-ratio: 642\/368;\" \/><\/a><br \/>\n<em>Branding 101: Top Tips to Help SMEs Build an Effective Brand  <\/em><\/p>\n<p>A dedicated core of existing customers is great, especially if it\u2019s comprised of <a target=\"_blank\" href=\"https:\/\/www.forbes.com\/sites\/theyec\/2014\/02\/20\/seven-ways-to-identify-and-engage-brand-advocates\/\">brand advocates<\/a> who will espouse your virtues on social media and review sites like Trustpilot. While you should absolutely retain these customers and nurture your relationship with them, many businesses will hit a plateau where they find the levels of new customers dwindling. <\/p>\n<p><a href=\"https:\/\/www.andysowards.com\/blog\/2017\/5-tips-build-emotional-connections-brand-stories\/\" target=\"_blank\"><img decoding=\"async\" data-src=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-8.jpg\" alt=\"The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them 8\" width=\"535\" height=\"412\" class=\"alignnone size-full wp-image-27976 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 535px; --smush-placeholder-aspect-ratio: 535\/412;\" \/><\/a><br \/>\n<em>5 Tips on How to Build Emotional Connections through Brand Stories<\/em><\/p>\n<p>This can be a difficult obstacle to overcome but the best way to do it is by utilising your loyal customers. Incentivize your customers to introduce their family, friends and colleagues to your business by taking a tip out of the Uber playbook. The taxi giant gives customers voucher codes for free rides to both parties when they introduce a new customer to their business. It\u2019s a win for the existing customer, the new customer and the business. With a little imagination, you can easily find a way to incorporate this strategy into your business acumen.<\/p>\n<h3>You\u2019re overly reliant on digital marketing<\/h3>\n<p><a href=\"https:\/\/www.andysowards.com\/blog\/2017\/australia-increased-internet-coverage-digital-marketing-impacting-brands\/\" target=\"_blank\"><img decoding=\"async\" data-src=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-5.jpg\" alt=\"The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them 5\" width=\"764\" height=\"433\" class=\"alignnone size-full wp-image-27979 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 764px; --smush-placeholder-aspect-ratio: 764\/433;\" \/><\/a><br \/>\n<em>Australia: Increased Internet Coverage &#038; How Digital Marketing Is Impacting Brands<\/em><\/p>\n<p>A pristine website, a strong social media presence and strong use of content marketing are all great for growing your brand but bear in mind that some members of your target audience either won\u2019t get online all that much or swim in very different digital waters to those that you occupy. It\u2019s important to target these people effectively in other ways by getting creative in the real world. Here are some of the strategies you could adopt: <\/p>\n<p><strong>Create branded materials:<\/strong> <\/p>\n<p><a href=\"https:\/\/www.andysowards.com\/blog\/2016\/brand-recognition-secrets\/\" target=\"_blank\"><img decoding=\"async\" data-src=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-3.jpg\" alt=\"The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them 3\" width=\"950\" height=\"534\" class=\"alignnone size-full wp-image-27982 lazyload\" data-srcset=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-3.jpg 950w, https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-3-768x432.jpg 768w\" data-sizes=\"(max-width: 950px) 100vw, 950px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 950px; --smush-placeholder-aspect-ratio: 950\/534;\" \/><\/a><br \/>\n<em>The Secrets To Brand Recognition You Need To Know<\/em><\/p>\n<p>These are easy and cheap to produce so you can give them away secure in the knowledge that you\u2019re communicating your message to a whole new demographic. <a target=\"_blank\" href=\"http:\/\/www.bluebeeprinting.com\/\">Custom printed stickers<\/a>, stationery, button badges from <a target=\"_blank\" href=\"http:\/\/www.thepinfactory.com.au\/\">The Pin Factory<\/a>, mugs, t-shirts, baseball caps and other ephemera are great ways of creating brand awareness without demanding much in the way of time, effort, cost and resources. These items will allow new people to raise awareness of your brand wherever they go.<\/p>\n<p><strong>Guest speaking:<\/strong> <\/p>\n<p><a href=\"http:\/\/infinigeek.com\/outsource-experts-to-help-express-yourself\/\" target=\"_blank\"><img decoding=\"async\" data-src=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-2.jpg\" alt=\"The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them 2\" width=\"920\" height=\"537\" class=\"alignnone size-full wp-image-27983 lazyload\" data-srcset=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-2.jpg 920w, https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-2-768x448.jpg 768w\" data-sizes=\"(max-width: 920px) 100vw, 920px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 920px; --smush-placeholder-aspect-ratio: 920\/537;\" \/><\/a><br \/>\n<em>Rely on Experts to Help You Express Yourself<\/em><\/p>\n<p>Nobody has your unique skills, insights or experience. They\u2019ve been instrumental to your success thus far and they\u2019re what differentiates you from the competition. Having set up your own business you can give something back to the legions of people trying to make it behind you, while establishing your brand. Lending your voice to <a target=\"_blank\" href=\"http:\/\/fitsmallbusiness.com\/small-business-blogs\/\">business blogs<\/a> or speaking engagements are great, free ways to do this. <\/p>\n<p><strong>Co-branding:<\/strong> <\/p>\n<p><a href=\"http:\/\/infinigeek.com\/5-universal-ways-earn-buyer-trust-fast\/\" target=\"_blank\"><img decoding=\"async\" data-src=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-9.jpg\" alt=\"The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them 9\" width=\"680\" height=\"434\" class=\"alignnone size-full wp-image-27975 lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 680px; --smush-placeholder-aspect-ratio: 680\/434;\" \/><\/a><br \/>\n<em>5 Universal Ways to Earn Buyer Trust Fast<\/em><\/p>\n<p>Working in partnership with another, more established brand is a great way of aligning your business goals with those of your peers and working together on a project that\u2019s mutually beneficial to both parties. You have the benefit of piggybacking on each other\u2019s reputation and customer base while also having a like-minded person or group of people to bounce ideas around with. History has shown us many <a target=\"_blank\" href=\"https:\/\/blog.hubspot.com\/marketing\/best-cobranding-partnerships\">memorable examples<\/a> of this. Take GoPro teaming up with Red Bull or Bonne Belle\u2019s collaborating with Dr Pepper to make a lip balm with the flavor of the well known soda.<\/p>\n<h3>You\u2019ve misidentified yourself<\/h3>\n<p><a href=\"http:\/\/infinigeek.com\/end-free-influencer-market\/\" target=\"_blank\"><img decoding=\"async\" data-src=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-1.png\" alt=\"The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them 1\" width=\"884\" height=\"597\" class=\"alignnone size-full wp-image-27980 lazyload\" data-srcset=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-1.png 884w, https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-1-768x519.png 768w\" data-sizes=\"(max-width: 884px) 100vw, 884px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 884px; --smush-placeholder-aspect-ratio: 884\/597;\" \/><\/a><br \/>\n<em>The End of the Free-for-all Influencer Market<\/em><\/p>\n<p>Many new entrepreneurs enter the marketplace with a false sense of modesty that can cause them to hamper themselves. They undercut themselves on price as they think that it\u2019s the easiest way to differentiate themselves from the competition. The truth, however, is that being the cheapest game in town is not the way to build the sense of quality and prestige that\u2019s essential in creating a strong brand. As such your profit margins and your brand\u2019s reputation is likely to suffer. <\/p>\n<p><img decoding=\"async\" data-src=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-11-1024x768.jpg\" alt=\"The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them 11\" width=\"1024\" height=\"768\" class=\"alignnone size-large wp-image-27985 lazyload\" data-srcset=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-11.jpg 1024w, https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-11-768x576.jpg 768w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/768;\" \/><br \/>\n<a target=\"_blank\" href=\"https:\/\/c1.staticflickr.com\/8\/7281\/8741735411_698c0e5a29_b.jpg\"><i>Image Source<\/i><\/a><\/p>\n<p>Look at the cautionary tale of Czech car manufacturer Skoda. The brand marketed itself as an affordable, reliable car but leaned heavily on <i>affordability <\/i>in its marketing campaigns. In the long term, this ended up <a target=\"_blank\" href=\"http:\/\/businesscasestudies.co.uk\/skoda\/building-brand-equity\/brand-values.html\">damaging Skoda\u2019s reputation<\/a>. Inevitably customers associated \u2018affordable\u2019 with \u2018cheap\u2019, which can imply poor quality workmanship or substandard materials. Skoda managed to turn this to their advantage in 2001 with its playful \u201c<a target=\"_blank\" href=\"https:\/\/www.theguardian.com\/media\/2001\/dec\/13\/advertising3\">it\u2019s a Skoda\u2026 honest<\/a>\u201d campaign. Rather than being embarrassed by the industry joke the brand had become, Skoda embraced and deconstructed connotations of poor quality, giving its cars an aesthetic makeover and shifting the emphasis from affordability to reliability. That\u2019s the power of branding!<\/p>\n<p><a href=\"https:\/\/www.andysowards.com\/blog\/2016\/brand-recognition-secrets\/\" target=\"_blank\"><img decoding=\"async\" data-src=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-4.jpg\" alt=\"The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them 4\" width=\"970\" height=\"450\" class=\"alignnone size-full wp-image-27981 lazyload\" data-srcset=\"https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-4.jpg 970w, https:\/\/www.andysowards.com\/blog\/assets\/The-Biggest-Obstacles-To-Brand-Identity-How-You-Can-Overcome-Them-4-768x356.jpg 768w\" data-sizes=\"(max-width: 970px) 100vw, 970px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 970px; --smush-placeholder-aspect-ratio: 970\/450;\" \/><\/a><br \/>\n<em>The Secrets To Brand Recognition You Need To Know<\/em><\/p>\n<p>If you find yourself tarred with the \u2018cheap\u2019 brush, take a leaf out of the Skoda handbook and watch your fortunes turn around.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In the marketing-led 21st century business landscape where digital connectivity provides a level of scrutiny that no enterprise can hide from, branding is more important than ever. Many entrepreneurs start<\/p>\n","protected":false},"author":1,"featured_media":27981,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[627],"tags":[5904,7384,626,6010,6742,5120,5127,6738,7150,6741,7390,5907,7389,6173,7388,357,7087,3864,7387,7383,7256,362,1224,5892,3863,7371,5379,6120,7382,5800,2244,7385,984,628,442,7386,6347,6524,115,946,7372],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Biggest Obstacles To Brand Identity &amp; How You Can Overcome Them<\/title>\n<meta name=\"description\" content=\"In the marketing-led 21st century business landscape where digital connectivity provides a level of scrutiny that no enterprise can hide from, branding is\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.andysowards.com\/blog\/2017\/biggest-obstacles-to-brand-identity-how-you-can-overcome-them\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Biggest Obstacles To Brand Identity &amp; 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