¿Cuáles son los retos más comunes de la estrategia de marca?

The most common brand strategy challenges include staying relevant in a rapidly changing market, differentiating from competitors, and consistently aligning the brand message with customer values and expectations.

Very simply, strategy is choice. From a brand strategy standpoint, focus is critical for success. Focus on audience, focus on singular value proposition, focus on cohesive message. The biggest challenge (or weakness) for brands is trying to be all things to all people and diluting what is truly unique and compelling about the brand.

The most common brand strategy challenges I have encountered include: Consistent messaging across channels: Brands often struggle to maintain a cohesive and consistent voice in all their touchpoints, which is crucial to build authenticity and trust. Adapting to market and customer shifts: Brands need to be agile and responsive, constantly updating strategies to align with current consumer behaviors and industry trends. Measuring impact and ROI: Quantifying the effectiveness of branding efforts and justifying investments in initiatives can be challenging, requiring strategic expertise. Maintaining brand relevance: It's critical for brands to stay relevant to their audience, necessitating continuous evaluation and iteration of strategies.

For Understand brand strategy and identify customer needs. Putting yourself in their place: This means trying to see the world from your customers’ perspective. You can do this by asking yourself questions such as: What are their needs, wants, goals, challenges, pain points, motivations, emotions, etc.? How do they perceive your brand, and what do they expect from you? What are their preferences and tastes? How do they make decisions, and what influences them?

Brands now compete in an incredibly fragmented world where consumer attention is split across multiple channels which leaves them struggling to be relevant and visible. This makes Customer Centricity essential in all aspects. To ensure customer centricity I've created this concept where I always place an empty chair at the table in all my meetings with clients. The idea of the empty chair is that it represents a customer avatar sitting at the table, wile we're discussing strategies, client propositions tactics, concepts, campaigns, etc. This has turned out to be a gamechanger 🏆 Try it out and share your experience with me.

It's worth remembering that differentiation is something that can be almost entirely created by brand and design. How? Think how many water brands are in the marketplace. Essentially the same product (and an entirely functional one) made different by packaging and brand narratives. Brand creates differentiation and ensures people pay for a product that is available, for free, literally on-tap. For this approach to work you need to commit to the brand, the narrative, the design as that IS your USP. There doesn't have to be a unique position in the market for your product, you can make one.

Today, the customer will know a lot more about your brand than what you communicate to her/him through advertising and marketing. That is why "acts" are more important than "ads". Be sure that your brand lives and acts according to your strategy and is authentic. Once you follow that principle, you will have a far more valuable brand than only through advertising.

I strongly believe creating a brand like no other is one of the most efficient levers to ensure brand perenniality. Building a great product isn't enough anymore. Functional value isn't enough anymore. Here are some great examples of brands that have created their own unique, unfair advantage by enhancing their difference on one key aspect of the business: - A unique tone of voice: Wendy's and its fun roastings on social media - A surprising identity & narrative playground: Liquid Death & its humoristic videos featuring demons from "the underworld" - An exceptional support: neobank Qonto, bringing answers and solutions in minutes to its customers - A playful approach to business: MSCHF and its creative 'drops' that are sold out in minutes

Lots of brands are created without really addressing any consumer concerns and/or serving the white space. In this case it becomes really difficult to find "value proposition" or answer "why us". Consumers don't need another brand of the same. Think "why you, why should they care, what problem you are solving, why now." There needs to be a real need in the market for your brand and smth only you are providing. Otherwise, don't bother.

Think of differentiation in the following ways: 1. You’re meeting a different need 2. You’re meeting an existing need in a more efficient cost effective way 3. Your product mix targets a unique segment of audience 4. The way you’re reaching/speaking to/solving for your audience is different or innovative or perceived as superior. Strong brands are based on strong perceptions, for example, Apple has managed to create a cult following, not with a superior device but with a superior perception attached to Iphones.

Alignment starts from within. When building brand you should be asking yourself these questions: Why are we here? Who are we here for? What do we do and how do we do it? What makes us different? What's our personality? From there, you can create a brand story that will better resonate with your audience and brand promise.

Para mí lo más difícil en la práctica es transmitir coherencia en todos y cada uno de los puntos de contacto con los stakeholders. Para ello hay que conseguir que todas las personas de la plantilla, o al menos las que se comunican de alguna forma con ellos, estén alineadas con la marca y que, si tienen alguna duda, consulten con el departamento de marketing. Creo que para conseguirlo son necesarias acciones de concienciación o, incluso, formación.

Es fundamental tener una visión transversal de la compañía, poniendo nuestra Marca en el centro de la toma de decisiones. Involucrar a aquellos departamentos que impactan en las personas; alta dirección, marketing, recursos humanos, desarrollo, producto, costumer service, etc. Y es que cuando todos trabajamos juntos compartiendo ideas en una misma dirección, se desencadenan procesos de co-creación que conducen a soluciones que nos ayudan a ser más competitivos.

A brand should be aligned not only with the business but also with marketing. Moreover, a brand may, and sometimes should, make a contribution to the product, place, and even distribution approach

Yes, getting the brand architecture right is the biggest challenge in this hyper digital era where it is difficult to build enduring brands. Brand purpose is the secret glue that galvanises both employees working for a cause & customers who want to endorse the product that stands for a deeper cause. Dove, in 2004 revolutionised inclusive brand purpose by launching Real Beauty, breaking the taboo by including women of all shapes, sizes & colour to represent standards of ‘beauty’ Recently, Simon Sinek in his book Start with Why also emphasises the same.

There's no one-size-fits-all solution to managing your brand. The key is to find a balance between agility and consistency, data-driven insights and customer-centricity, and continuously adapt your approach based on your specific context and goals.

One of the often over-looked parts of brand management is social listening. Social listening is how you understand how people perceive your brands. Conducting social listening regularly is the best way to learn if your brand is resonating with your audience, if a potential crisis is emerging, and if there are opportunities arising.

Managing the brand is managing the culture of your company. It’s the responsibility of every individual in the company to embody and represent the brand. No amount of tools or surveys can do what that shared collective belief in action can. Continue championing what your brand stands for internally every chance you get. Your brand manager will thank you.

This is usually done by having a brand tracker in market research monitoring core equity. A brand playbook can clarify the brand DNA and give the does and don'ts on how to manifest the brand. Said this, marketeers need to stay close to their consumer to capture shifts in mindset and expectations.

All on the same page. The team company and all who works for the brand must know the brand purpose and culture and assure to be all on the same page with marketing and communication materials. Team leaders must be brand experts and take care of it. It has to be part of a culture, that the team wants to protect.

The biggest brand strategy challenge is to keep Innovating with market trends. For this, you have to stick to your industry experts analyse what they are doing try to add your personal touch to it and start creating content accordingly.

To build a brand strategy based on innovation and flexible enough for the past-face market is a top challenge. This requires an enormous amount of effort from all teams to create a brand culture that fosters innovation. This is why it is crucial to: - Embrace evolution, being dynamic and adapting to changing landscapes due to market trends and consumer preferences. - Customer-centric innovation: this ensures that your brand remains relevant and resonates with your target audience. - Strategic alliances with your brand's values and objectives. - Be authentic. Innovations should align with your brand's authentic identity, avoiding the trap of adopting trends solely for the sake of novelty.

Innovate and stay relevant, but don't ditch your loyal fans! Build a curious, creative culture that welcomes new ideas. Develop flexible brand systems that evolve with you, not against you. Use data and testing to validate your leaps forward, learning from each step. Remember, true brand evolution balances freshness with familiarity, keeping your core values firmly anchored as you explore exciting new horizons.

The heart of innovation is about impact. If you are listening to your market, watching the trends, and leading with empathy you will naturally innovate. Innovation is also about going against the status quo and breaking the rules thqt society has set. 3 tips to be more innovative. 1. Challenge every societal belief 2. Ask your tribe what they need 3. Listen to what they are really saying Most people think their problems is not enough leads but in reality they don't hage systems in place to take care of or leverage their existing customers. It almost never about needing more leads, it's about finding what's really going on.

Trends come and go. That’s the nature of trends. Your core foundational operating principles as a business and a brand should not. Revisit them while in the midst of innovating. Always go back to first principles. There’s no reason innovation should be hindered by what your brand stands for, and vice versa.

Don't forget the reality check. Take a moment to step back and ask yourself some questions: - Is this a genuine strategy or merely a collection of common frameworks blended with inspirational slides? - Are you honest with yourself in your conclusions and planning? Is the strategy robust and consistent enough? - Can this strategy effectively serve as a tool in achieving business goals?

La capacidad que tengamos de adaptar nuestra Marca a la realidad es una de las claves del éxito de nuestra estrategia. Si el Mercado es dinámico, vivo y está en constante evolución, sería un error pensar que nuestra Marca debe permanecer estática. Debemos estar preparados para adaptar, evaluar y mejorar de manera constante. Lo que funcionó ayer podría no funcionar hoy. Por tanto, la capacidad de adaptación es una habilidad básica, porque debemos ser capaces de adaptar nuestra estrategia a través ajustes continuos, que nos ayuden a enfocar nuestros esfuerzo en la dirección en la que queremos construir.

Drawing from almost a decade in brand strategy now, I've witnessed several common challenges across industries & clients. The toughest in my opinion is about maintaining consistency across all brand touchpoints, especially as companies expand or undergo rebranding. In today's very cluttered digital landcaspe, controlling your brand image and narrative is quite hard. Which is why taking time to define, review and implement thorough brand guidelines is extremely important (yet still very under-rated)! Besides consistency, I've found that staying relevant in a rapidly evolving market poses a perpetual challenge. Which can - luckily - be ensured through market watch and growing a learning mindset...

6) Establishing a compelling brand story A brand story is a narrative that reflects the brand’s values, mission, vision, personality, and purpose. It helps to connect with the customers on an emotional level and create a lasting impression. However, crafting a compelling brand story can be difficult, especially in a crowded and competitive market. Brand managers need to find ways to make their stories unique, relevant, authentic, and engaging.

Remember, strategy is as much about what not to do as what to do. Make choices and stick to them. It’s ok for a brand not to be all things to all people, or to have a higher purpose. Once you have your target market and have set achievable financial objectives, the strategic decisions should be clear.