There’s a recognized process people go through when considering a change—from trying a new brand to adopting a new behavior.
After the initial awareness (“Oh, I just heard about…”) and setting an intention (“Maybe I should try …”), they face barriers before taking decisive action. Time, money, and convenience are typically the top three common barriers that often get in the way.
But without really knowing it, brands create their own barriers to connection and sales.
Here are the top 5 myths that get in the way of building a successful brand:
1. MYTH: Brand building gets in the way of immediate sales
Brand is the foundation of everything you do, or it should be. So even when you’re working the bottom of the funnel or promoting a sale, the decisions you make in what you say and how you show up are all guided by the overarching brand perspective, voice, and design.
Additionally, brand building should fit naturally throughout the sales process, even if it’s not high in the funnel. According to research by Jasmine Bina that she wrote about in AdAge, even if pre-purchase research is dedicated to function and price, 50% of consumers research brands post-purchase and 78% find reasons to stay loyal to brands post-purchase. So laying the foundation for your brand in every touchpoint—from the initial ad to the confirmation email and follow-up emails and ads all add up to repeat sales over time.
2. MYTH: I get why having a really unique POV is important, because duh, but I can’t convince others on the team that our POV isn’t that unique.
You’re not alone. A lot of brands are sort of wandering right now. But listen, having clarity in your POV sets the course for everything that happens inside the company from product design to sales. Don’t let the tail (or sales) wag the dog. The long term health of your brand will thank you.
3. MYTH: As soon as we talk about our values it seems like consumers don’t really care.
Sharing explicitly about your brand may not get as many clicks as a promotional ad or email.
But—when done right [link to game changer]—it builds your reputation as, “Oh, that’s the brand that…” If it’s not working, there are a few questions to guide your next step:
- Are you crystal clear about your POV and values?
- Are you saying something that actually isn’t that interesting or different?
- Do you really know what consumers really care about?
- Are you having trouble translating “voice” or “personality” into assets you can immediately use?
Spoiler alert, there’s a high likelihood that you gravitate towards sustainability stats when you think about “values” or functional benefits when you think about POV. Don’t get us wrong—sustainability and functional benefits are important. They just aren’t the high-level POV or values of your brand that consumers gravitate towards.
Once you figure out that crystal clear vision, communicate it in a ownable and unique way that is memorable. Need help? Our Game Changer package offer delivers the exact copy and design concepts your team needs to translate strategy into creative.
4. MYTH: If we launch it (a new product), they will come
Really? Are you giving them a reason to come? How is what you’re launching important to them, and how does it align with both their values and their needs? That’s what people need to hear in order to convert.
5. MYTH: If we don’t “fit in” to each channel (outdoor, grocery, etc.), we’ll be overlooked by buyers and consumers
It seems bizarre, right? Why wouldn’t a brand want to stand out with its own POV? (We’ve written a theory here. [link to https://www.waldenhyde.com/unique-brands/)
What other barriers get in your way? We’d love to hear about what would stop you from making 2025 the year that your brand breaks away from the pack.