What Challenges Do Businesses Face in Getting Branding Right?

The biggest challenge businesses face in getting branding right is to avoid being led by getting branding right, instead of focusing on getting the product right and building a brand around it.

This LinkedIn answer is from Paul P., Quality Assurance Officer at General Medical Council, and he sure hit the nail on the head.  Focusing on the wrong thing is a dangerous path to head down, and I see this common problem developing as many people are focused on branding themselves in order to stand out.  How about making sure your product or service is the highest and best quality, and then ensuring that it continues to fill a valid need or solve a current problem before you focus on branding?

The best branding in the world won’t help you make up for a poor product or service.

Here are three questions to ask yourself, before you pursue getting your branding right:

1. Do you know why your product or service matters? 

(If not, ask your customers for their point of view, which always matters the most!)

2. Have you been spending too much time on new customer acquisition and being persistent trying to convince people how your product or service is valuable? 

(Your product or service should speak for itself!)

3. Does your product or service have a system in place to follow-up with new leads and service existing customers? 

(You have to be able to follow-up and keep your promises, or you shouldn’t be pursuing new leads!)

When the way you would like to be perceived is the same as how people perceive you, you are getting your branding right. 

If you haven’t gotten your branding ‘right’, find the holes, start asking some tough questions and be honest.  Please don’t waste your time comparing yourself to competitors.  Just spend your time making yourself more valuable and unique, so you never have to worry about competition.  That will make you stand out!

2 comments for “What Challenges Do Businesses Face in Getting Branding Right?

  1. March 8, 2011 at 2:45 pm

    Nice post. I agree that lot more time should be put into making a great product or service prior to tackling the branding. You might like this post about the pursuit of ‘different’ http://justifieddesign.wordpress.com/2011/02/09/you-are-already-unique/ or this one on ‘authenticity’ http://justifieddesign.wordpress.com/2011/01/17/authenticity-is-the-green-you-cant-buy/

    Cheers, Nick

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