There you are. Sitting, waiting, wishing customers would come flooding through your doors, all your products and services would sell like hot cakes and you could finally buy the dream island in the Caribbean you’ve always wanted. Pretty dreamy right? So what is the problem and where is the disconnect? Take a step back and check out your branding efforts. Branding is a tricky little beast and is always changing and evolving. While those two words, changing and evolving, may be considered bad words in your book, they are two of the most important aspects to the survival and longevity of your business. There are many reasons why your brand could be failing or not living up to its full potential. At HenkinSchultz, we help brands and companies grow and thrive on a regular basis. Over the years there have been several roadblocks that have contributed to the stalling of brands and companies, three in particular.

1. Perception: A famous saying around these parts is, “If you don’t define your brand, the public will define it for you.” It is human nature to be curious and create judgments based on first impressions. First impressions turn into second, third, so on and so fourth. If you don’t tell them what you are, what you do, and why they should care they will make it up for you. Another famous saying is, “Word of mouth is the best and worst form of advertising.” You have to have a clear, defined, brand that is easily for the average person to understand.
2. Location: Whether your business is eCommerce, brick and mortar or an online store on Etsy, you have to get people to your store, easily. Think about Walgreens or Chipotle, these big name brands won’t even come into a market unless they have the perfect location. Now, we understand not everyone has the time or money to get the prime location, but if people can’t find you, you might as well not exist.
3. Evolution: The business world requires constant change and adaptation to market trends. If the word ‘change’ makes your stomach churn and you get pale, you might want to consider getting out of the business world. Look at brands that have lasted years upon years and are still bringing in the dough. From their conception to where they are now, they have evolved into the powerhouses they are today.

The truth is there are professionals, like HenkinSchultz (shameless plug), out there that can help you figure it out. Sometimes you need a focus group to understand your public perception or location pros and cons, or an objective source to review your marketing products or current logo situation. The key is education and knowledge of your brand. From there, possibilities are endless. Including that dreamy island in the Caribbean.