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3 Things That Keep You From Creating an Exceptional Brand and How to Overcome Them



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Competition is tight and you’re not sure where to start. It feels like you’ll never be able to charge more for your products and services. If winning the hearts of your customers is your most painful challenge, then it’s time to focus on your branding. So what are the common pitfalls when it comes to building a memorable brand?

Here are the top 3 things that are keeping you from your branding success and how you can overcome them.

1. Focusing on the tangibles

A brand is not a logo, a custom font, or a color palette. These are only visual cues. One of the biggest misconceptions about building a brand is that you just commission a logo and that’s it. 

Nope, you can’t build a memorable brand as if you’re just ordering cookies from a cupcake store. It’s all about how people experience your business and what you communicate with them in each step of their buyer’s journey.

How to do it right: A memorable brand starts with asking the right questions. This helps you become inspired to think about your organized strategy. As a new (or expanding business) get to know your core values and beliefs first.

Look within yourself and your organization, guided by these questions:

  • What makes you different?
  • What promise do you make to your stakeholders?
  • What motivates you to keep your feet on the ground?
  • What does your organization believe in?
  • What difference do you want to make?

Once you’ve figured out what inspires your business, you can then create or design experiences that revolve around the core of your brand. What people see – logos, colors, and design – is just one touch point for your brand experiece. How you communicate with your buyers, the words you choose, and the voice you exhibit are all components of your brand.

2. Copying your competition

It is smart to know about your competition. It helps you with marketing analysis and strategy. But if all you’re thinking about is how to become the next Apple or Nike, you’re doing it wrong. The easiest way to start a brand is to follow a proven template and blueprint. But what’s easy isn’t the same as what’s successful or groundbreaking. Take note, great things are great because they’re hard to accomplish.

How to do it right: If you want to make a difference, enter the competition with a vision for innovation. Don’t just blindly follow – master the conventions and old practices, but make sure that you turn things around by the end of the day. Be bold enough to make a difference. Disturb the status quo and become the next leader by breaking established conventions.

Don’t just become a player; learn to make the game your game. Use knowledge of your competitors to your own advantage. Instead of copying how they look and how they do things, ask yourself why this works for them. What’s the principle behind their best practices?

Once you’ve uncovered the essentials of their brand strategy, adapt this to your own business practice and add your own flair – what makes you unique. Want a tip? Take a close look to see what gaps and weaknesses your competitors have. If you can turn some of their weaknesses into your strengths, you already have an advantage over your competition – without necessarily mirroring them.

3. Lack of investment

For new businesses, the cost of branding and marketing can be overwhelming. This is especially true for small businesses that focus on short term gains over long term gains. But did you know that branding is forever, and can be the easiest way to jumpstart your business?

We all know that building authority takes time, even years. But it takes only seconds for a visitor to realize that you have a cheap, unsophisticated, and lousy brand. And I’m sure they won’t give you a second chance to earn their attention ever again.

How to do it right: Invest in a brand and business that you are passionate about. When you truly love and respect what you’re working on, you will naturally develop good taste and see to it that you’re not getting anything sub-standard for your business’ brand.

It’s a myth that good brands must be expensive. With so many independent consultants, creatives, and freelance workers making themselves available, you can build a solid brand without spending your life’s savings at a marketing agency. You can even take it step-by-step and find individuals for each step of the way: brainstorming, strategy planning, designing, writing, and execution.

At all costs, beware of packages and workers who sell $5 logos and $10 website pages. What you put in is what you’ll also get, and it will definitely show if you’re underpaying your workers. Your customers and clients will feel it.


When building a memorable brand, you can’t afford to take shortcuts. You must embed your brand message and identity into every aspect of your business if you want it to become strong and memorable. This will make your business stand the test of time. It’s what people will remember about you when you’ve been in business for years.

It’s how you make a legacy. Your marketing tactics, products, and company size may change, but your brand is forever. So start today by asking yourself: “Why is my business even here?” Then you can look within yourself and know exactly why you were made for success.

Mia Angela Dagsaan is a coffee-lover, content writer, and copywriter for hire. Through writing, she helps businesses showcase their competitive edge and optimize their marketing efforts. She’s a total nerd on subjects like digital marketing, design, content, and branding. When not working around words, she goes surfing and enjoys nature. Find out more about what she does at or connect with her on LinkedIn.

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By investing your time and effort in networking, you will gain more business through the relationships you make



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Are you completely new to networking?

Then this article is a great place to start. Networking isn’t hard on paper…you go along to online and in-person meetings, make new connections and build relationships, and those relationships lead to more work so you can grow your business! The challenge is that in reality, it isn’t quite so straightforward, as our emotions get involved and make things much tougher.

It’s incredibly common for nerves to creep in and to feel overwhelmed and apprehensive when it comes to networking – even when it isn’t new to you. But how can you become more successful at it, feel less self-conscious, and make networking work for you and your business?

Here’s a few tips to help you embrace every business networking opportunity you get, so you can grow your business and achieve your goals.

Rock up with confidence

If you want to keep those nerves at bay and ooze confidence at networking get-togethers, you’ll need to downplay it rather than seeing it as a big occasion. Try not to put pressure on yourself and see it as a casual meet-up with a bunch of people with similar goals to you. To help you relax in the run-up to the event, be sure to set achievable goals and expectations before you go.

Keep your chin up and your goals in mind – positivity is key. One easy goal for your first networking meeting is very simply to speak to one other person and see where the conversation goes. Introduce yourself and your business, but take the time to listen to their story, too. It’ll only take a few minutes and will be over before you know it, so it’s nothing to fear. You may even enjoy it and want to speak to a few more people, too!

“You can close more business in two months by becoming interested in other people than you can in two years by trying to get people interested in you.” – Dale Carnegie

Where to go networking

If you’ve never been networking before, it might not be very easy to find a group – but only because there’s so much choice and you don’t know where to start your search! Groups come in different sizes and styles, so it’s important to find one that suits you and your business. Informal, formal, big, small… the choice is yours.

For your first meeting, start small to ease yourself in – a big group could prove too daunting, and stop you from feeling comfortable enough to get involved. After all, you want to make a strong first impression!

If you’re wondering which group to opt for in the long-term, give a few a go! Get a feel for them, speak to as many people as you can, and see which one suits! You’ll know when a group feels right for you, and you can see where those all-important relationships are most likely to be built. If a group doesn’t feel like the right for you, give a different one a go.

Get more leads and referrals

This will happen for you, as long as you put the effort into building those relationships. If you take the time to get to know people, and then check in with them and support them, they’ll see you as a trustworthy and reliable contact who they can call on. And when they feel that way, those leads and referrals you’re looking for will come a-knocking.

Once you’ve made relationships with people who you trust, and they’ve had a positive experience working with you, you can even ask for referrals! But don’t rush this, as you don’t want to inadvertently push people away or try and force the relationship along too quickly.

When you do get an opportunity to work with someone you’ve met at a networking group, go above and beyond to offer more value than they’re expecting, as then, they’ll be much more likely recommend you and introduce you to more of their contacts!

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By investing your time and effort in networking, you will gain more business through the relationships you make, and you will be able to grow your business.

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2023 is just around the corner, and you have the chance to make it the year you make networking work for your business. And the benefits could be incredibly amazing for your business, just like they have been for ours, and many business owners we have worked with over the years.

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