Updated: Apr 4, 2022
Are you wondering why your brand isn’t attracting more clients or why your sales may be low when you know there is a market for your service and/or product? Maybe its because your brand is lacking distinction and authenticity. This can lead your audience to believe that you are not equipped or professional enough to handle their needs. Stackla surveyed 2,000 adults living in the US, UK, and Australia. 86% of them factor in authenticity when deciding which brands to support.
Your brand is more than a conglomeration of colors, logos, and words. Your brand is the reason why people choose you. Your brand is what makes you distinct. If there is no distinction to your brand, then your target audience has no real reason to choose you.
In 2018, Motista collected data from 100,000 customers over three years (2016-2018). The report says that the more a customer feels connected with a brand emotionally, the more they spend. Some going for twice as much as the average customer. Remember, your brand isn't a "one night stand", it should lead to a fruitful and longterm relationship. To maintain a healthy relationship, it takes consistency, communication and constant development.
If there is no distinction to your brand, then your target audience has no real reason to choose you.
Here are three signs that your brand isn't developed:
Your logo looks DIY.
Operating a business is expensive, especially the marketing portion of the business. However, it is not a good idea to "cut corners" as it relates to your logo. The statistics below are explanatory as to the importance of logo design.
On average, it will take 5 to 7 times seeing a logo before a customer remembers the brand.
On average, small businesses will spend between $300 to $1300 on their logo.
The Coca-Cola logo is recognized by a staggering 94% of the world population.
73% of consumers are more likely to trust and buy from a brand that they know.
On average, it takes professional designers around 10 to 20 hours to complete a logo. The process of perfection takes time. Allow professional designs create revenue for you through their artistic abilities. 75% of people recognize a brand by its logo. In other words, you can not afford to not have an attractive and professional logo.
Your website is either non-existent or not user friendly.
Your clients expect you to have a website to find more information about your business. From a marketing position, your website can help you generate business, increase brand recall value, promote goodwill in front of customers and target audience, as well as deliver strong marketing messages. Think of it this way, your website delivers your marketing message 24 hours, 365 days a year.
Customer behavior is driven mostly by what others have to say about your business. No matter, if your brand is rated 5-star on review sites like FourSquare or Yelp, people expect to see your website to get more information about the brand. Since prospective buyers are already looking for you online, including customer testimonials on your site is a great way to impress potential buyers and provide social proof. According to SEOTribunal, there are 5.6 billion searches on Google per day, and 63,000 searches per second on any given day. Imagine, with that kind of search volume, there might be someone online right now looking for your exact service.
Keep these statistics in mind as you develop your website:
30% of users will wait six to ten seconds before they abandon a page. 20% are willing to stay more than 20 seconds.
If your site does not work as intended, there’s a 44% chance that the dissatisfied user will tell his or her friends about it. Also, every 1-second delay as your page loads will decrease your chance of landing a sale by 16%.
Your brand looks like everyone else.
Anyone can design a T-shirt to sell online, but why should they buy a T-shirt from YOU? Etsy and Cricut have made branding easy and accessible, which means small business owners must put emphasis on their distinction to create a brand that generates revenue.
Cute slogans on T-shirts generate revenue when the brand is profitable.
Why Ivy Park has been so successful? Beyonce is a brand!
Why has Fenty been so successful? Rihanna is a brand!
Why is Bishop Jakes so successful? The Lord has anointed him. And also, he is a brand!
You need a brand that sells itself because it has been marketed so well. Don't take the shortcuts, put it in the work to stand out.
Every business owner will have to make calculated decisions about where to spend their time, money, and resources. The truth is, no one can do it all, and it’s important to cut yourself some slack. Also, it's important to hire outside accountability that will be truthful and honest. Think carefully about which areas of your business are most visible to customers and clients and which make the biggest impact, start there and work your way down the list. You’ll be generating revenue in no time.
If you are serious about your brand strategy and you want to see your sales and revenue, don't waste anymore time! We can assess your current brand strategy through a series of business consultations or we can create a new one.
We would like to offer you the opportunity to book a "Clarity Consultation". Simply, it helps us understand how we can help you. The fee for this service serves as a deposit for future services, because we believe in what we do - and the results that a consultant can help you generate.