When a brand loses its power

Nowadays, customers no longer consider just the price or the product; instead, they stay loyal to certain companies because of their experience. If you cannot keep up with the increasing customer demands and changing trends, you might lose customers. As a company owner or employee, you wouldn’t admit the possibility that your brand might lose focus, although it’s more common than you think. Be it small businesses or even global enterprises; no one is immune to the meshes of an unfocused brand. Brands unintentionally lose their power because of a lack of vigilance that gets brands in trouble. The most important thing is to recognize what are your brand’s strengths and weaknesses.

A brand exists in the minds of consumers

If consumers know a brand promise is empty or the message is not clear, they’ll scoff at the disconnect between the message and the actual customer experience.

There are multiple reasons why your strategies are failing as a brand
The following are the indications that you might be drifting from clarity and losing power.

1. Degradation of quality of the product/ services.

How much you try to create a brand identity for your business ultimately, the product and services should be up to the mark and should not leave room for complaints. If customers face issues with the quality of products and services, it will impact your business and eventually lose faith in the brand.

Case: DELL Product Failure

2. Poor communication with customers.

Poor communication between you and your customers leads to communication gaps. Your services don’t match with customers’ expectations. If you leave customer feedback unaddressed, it will impact your business and brand image.

Case: New Coke

3. Unclear goals and message.

Does your company have a clear vision and mission? Is your company consistent in communicating the key messages? Does your branding match with your company’s key message? These are some of the questions you must address as a company for your brand.

Case: The Chevrolet Nova sold poorly in Spanish-speaking countries because its name translates as “doesn’t go” in Spanish.

4. Expanding your business in a product line different from the key product/service.

The products and services represent your company, and if you go haywire with the product lines, it can hinder your brand.

Case: Harley

The Harley Davidson fans are the loyal bunch that are loyal to the brand image. They’re blinded by the belief and follow a set of ‘freedom and macho’ associated values. When Harley launched the cake decorating kit. According to a survey done by branding experts Tipping Sprung, licensed by Bakery Crafts, the icing kit was too ‘Disneyfied’.

5. Failure to be interesting puts brands at risk.

Case: Dr Pepper

The above examples are representative of how even popular brands, due to ineffective strategies, lose their power. A brand invariably evolves. Your Brand Strategy should not only highlight your company’s identity today but how you plan to evolve in the pursuit of your vision eventually. Of course, just because your brand shouldn’t remain static doesn’t mean that it should constantly change either. After all, the more your identity changes, the more confused your customers will become. Today’s customers like to think of brands as people or groups that can establish an emotional connection with their consumers. Inconsistent branding creates an uneven personality for your organization, making it harder to build a relationship with the customers, leading to long-term trust.

Your brand image will evolve and grow over time. However, that implies it will demand constant attention. It’s an ongoing process that needs your business to have a solid grasp of how your organization should get represented via logo, taglines, colours, messages, and everything that describes your brand. Consumers have more choices than ever before: more marketplaces, more products, and certainly more brands. Growing competition adds a layer of complexity and an additional challenge for brands. It’s easy for consumers to switch from one brand to another. With the help of professional branding and advertising agencies, you can maintain an impact on the consumers and maintain consistent communication.

Get in touch with Purple Tuche for excellent branding strategies.