Branding Expectations vs Reality

If you run a business, you’ll agree that it always starts with some exciting expectations. You look forward to the big win and focus on putting your brand out there. The aim is to get seen.

Most people start a business with the hope that everything works out quickly. However, reality proves different, especially when it involves your brand positioning. Gaining a foothold in a competitive market is not a walk in the park. It’s okay to have expectations. In fact, every business owner should have expectations.  

The problem arises when these expectations are based on assumptions rather than a well-executed market observation. If you make this mistake, you’ll start off blindly and most likely get stuck when all expectations are not forthcoming. Let’s have a look at some of these unfounded expectations and how to make them more realistic. 

1. You only need a business name and logo to stand out

The truth: It takes more than a business name and a logo to build a great brand. You have to lay the groundwork, define your brand offers, and objectives, and determine how you want prospects to see you. 

You develop a brand persona based on all the value your brand gives to the market. Your brand needs to have a personality that goes beyond a name and a logo. 

You also need to determine brand attributes like colours, font, messaging and more. To create a brand that resonates with your target audience, you also have to understand your users. This will help you create an appeal to your audience. 

2. Just talking about your brand is enough

The truth: While talking about your brand is good for awareness, you’ll need to put in more effort to get seen. Developing a brand strategy is a more effective way to break into the market. 

Your strategy includes the message, mediums and channels through which you will reach out to your target market. Here, you set specific objectives and identify the best platforms for reaching your target audience. Simply put, you develop several versions of your brand’s message and spread it across various platforms. 

Your strategy should also give you an opportunity to provide valuable information to your target market.

3. Prospects will always believe what you tell them

The Truth: While branding will help you drive your brand perception, prospects will not merely take your word for it. They’ll do some digging too. This means that what others are saying about your brand is important. Hence, the expectation should be that you are able to provide such an exceptional service or product that positively influences your brand’s reputation.

4. You’re good if you have a website

The Truth: Your website is more than a place to talk about your products and services. It takes an intentional effort to ensure that it is a good representation of your brand. There’s also the part about optimizing for search engines (SEO) so that you can be found by those who need your products or services. 

5. It’s all about the social buzz

The Truth: Social Media is a great tool for telling people about your brand. However, simply having a social media account is not all there is to brand positioning. Random social media posts will only go so far. With Social Media also comes a strategic approach to revealing your brand and telling a unique story to your target audience.