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Your brand strategy team is struggling to create a strong brand image. What are you doing wrong?

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A strong brand image is essential for attracting and retaining customers, differentiating yourself from competitors, and communicating your value proposition. However, creating a consistent and compelling brand image is not easy, especially when you work in a team with diverse perspectives and opinions. If your brand strategy team is struggling to create a strong brand image, you might be making some common mistakes that are hurting your efforts. Here are some of the most frequent ones and how to avoid them.

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Balkissa Ahmadou

Directrice Marketing & Croissance à Airudi Afrique | Linkedin Top Voice I Consultante en Stratégie Marketing & Personal…
Damilola Osuolale

HUMANITARIAN | KIDNEY HEALTH ADVOCATE | PUBLIC SPEAKER | KIDNEY TRANSPLANT SURVIVOR | NGO FOUNDER | BRAND INFLUENCER ||…

1 Lack of alignment

One of the biggest challenges for any brand strategy team is to align on the vision, mission, values, and personality of the brand. Without a clear and shared understanding of these elements, your team will have a hard time creating a coherent and cohesive brand image across different channels and touchpoints. To avoid this, you need to establish a solid brand strategy framework that defines your brand's purpose, promise, positioning, and attributes. You also need to communicate this framework effectively to your team members and stakeholders, and ensure that everyone is on the same page.

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Balkissa Ahmadou

Directrice Marketing & Croissance à Airudi Afrique | Linkedin Top Voice I Consultante en Stratégie Marketing & Personal Branding | Communication | Ambassadrice de marque | Motivatrice | Engagée en faveur de la jeunesse
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Le défi majeur pour une équipe de stratégie de marque réside dans l'alignement sur la vision, la mission, les valeurs et la personnalité de la marque. Cela nécessite une intégration harmonieuse de ces éléments dans tous les aspects de la stratégie, de la communication externe à la culture interne. La coordination efficace de ces composants exige une compréhension approfondie et un engagement constant de la part de chaque membre de l'équipe, assurant ainsi la cohérence et la crédibilité de la marque.

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Damilola Osuolale

HUMANITARIAN | KIDNEY HEALTH ADVOCATE | PUBLIC SPEAKER | KIDNEY TRANSPLANT SURVIVOR | NGO FOUNDER | BRAND INFLUENCER || Partnering with brands to drive health impact
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Aligning on vision, mission, values, and personality is crucial for a cohesive brand image. Establish a clear brand strategy framework outlining purpose, promise, positioning, and attributes. Communicate this framework effectively to ensure everyone on your team shares the same understanding and vision for the brand.

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2 Lack of differentiation

Another common mistake that brand strategy teams make is to create a brand image that is too generic, bland, or similar to other brands in the market. This can make your brand easily forgettable, interchangeable, or irrelevant to your target audience. To avoid this, you need to conduct a thorough competitive analysis and identify your unique selling proposition (USP) and value proposition. You also need to find ways to express your brand's distinctiveness through your visual identity, tone of voice, and storytelling.

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Damilola Osuolale

HUMANITARIAN | KIDNEY HEALTH ADVOCATE | PUBLIC SPEAKER | KIDNEY TRANSPLANT SURVIVOR | NGO FOUNDER | BRAND INFLUENCER || Partnering with brands to drive health impact
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Don't create a forgettable brand. Analyze competitors, find your unique selling proposition (USP), and express distinctiveness through visual identity, tone of voice, and storytelling to stand out in the market.

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3 Lack of consistency

A third frequent mistake that brand strategy teams make is to create a brand image that is inconsistent or contradictory across different platforms and contexts. This can confuse your customers, damage your credibility, and weaken your brand equity. To avoid this, you need to create a comprehensive brand identity system that includes guidelines for your logo, color palette, typography, imagery, icons, and other elements. You also need to ensure that your team members and partners follow these guidelines and apply them consistently to every touchpoint of your customer journey.

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Damilola Osuolale

HUMANITARIAN | KIDNEY HEALTH ADVOCATE | PUBLIC SPEAKER | KIDNEY TRANSPLANT SURVIVOR | NGO FOUNDER | BRAND INFLUENCER || Partnering with brands to drive health impact
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Ensure brand consistency. Inconsistent branding across platforms confuses customers, damages credibility, and weakens brand equity. Create clear identity guidelines for logo, colors, typography, imagery, and icons. Ensure consistent application across all customer touchpoints.

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4 Lack of feedback

A fourth common mistake that brand strategy teams make is to create a brand image that is based on assumptions, preferences, or trends, rather than on data, insights, or customer needs. This can result in a brand image that is irrelevant, outdated, or disconnected from your audience. To avoid this, you need to conduct regular research and testing to validate your brand image and measure its performance. You also need to solicit feedback from your customers, employees, and other stakeholders, and use it to improve your brand image and strategy.

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Damilola Osuolale

HUMANITARIAN | KIDNEY HEALTH ADVOCATE | PUBLIC SPEAKER | KIDNEY TRANSPLANT SURVIVOR | NGO FOUNDER | BRAND INFLUENCER || Partnering with brands to drive health impact
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Avoid assumption-based branding. Rely on data, insights, and customer needs instead of trends or personal preferences. Regularly research, test, and gather feedback to validate and improve your brand image and strategy.

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5 Lack of collaboration

A fifth frequent mistake that brand strategy teams make is to create a brand image that is siloed, fragmented, or isolated from other aspects of your business. This can lead to a brand image that is misaligned, inconsistent, or incompatible with your products, services, culture, or goals. To avoid this, you need to foster a culture of collaboration and integration among your team members and across different departments and functions. You also need to involve your customers, partners, and influencers in your brand image creation and co-creation processes.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Christian Fernández Sialer

Ayudo a personas y empresas a construir y fortalecer sus marcas a través de estrategias que las hagan emocionantes, relevantes y memorables | Especialista en Branding | Docente y Autor.
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En principio creo que no existe un equipo de estrategia de marca, ya que la estrategia de marca, como eje central de la estrategia de negocio, se aplica o acciona a través de la identidad de marca que de ella se deriva y de las demás acciones tácticas de las que son responsables otras disciplinas, dichas acciones, conjuntamente con la identidad de marca, generarán la imagen de marca, basada en las experiencias (coherentes) en los puntos de contacto del consumidor con la marca, y esto es, Gestión de Marca, y lo hace o lo debería hacer los Brand Managers, cuya labor es acortar la brecha entre lo que es la identidad de marca y la imagen de marca. Es de suma importancia usar los términos adecuados para plantear cualquier articulo o idea.

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Your brand strategy team is struggling to create a strong brand image. What are you doing wrong?

1

2

3

4

5

6

1 Lack of alignment

2 Lack of differentiation

3 Lack of consistency

4 Lack of feedback

5 Lack of collaboration

6 Here’s what else to consider

Brand Strategy

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Your brand strategy team is struggling to create a strong brand image. What are you doing wrong?

1

2

3

4

5

6

1 Lack of alignment

2 Lack of differentiation

3 Lack of consistency

4 Lack of feedback

5 Lack of collaboration

6 Here’s what else to consider

Brand Strategy

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感谢您的反馈

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