Well, there are a few reasons why. Some are relatively minor things that can be changed easily. And some are huge barriers that require massive amounts of time and effort.
So let’s get into it;
This is also known as your brand positioning, within the market you operate within. You need to understand your business and what makes it different from its competitors. An excellent way to figure this out is to plot your competitors out on a mind map and establish what they offer and how they’re different. Once you understand your competitors, you can look for gaps in the market that you fill.
You may have a great looking logo and website, but it is no longer enough. There are millions of incredibly well put together logos and brand identities. However, if that excellent brand identity doesn’t link to a transparent message system like a value proposition, then your brand will fall flat with the audience.
Are you kind to the environment? Are you trying to empower your target audience? Do you provide a superior customer experience to your competitors? Whatever your differentiator may be, it needs to be clearly communicated.
One of the biggest reasons for a brand not connecting with its customers is simply because they’re targeting the wrong customers. If you have no idea who you’re trying to reach with your brand, then how do you expect them to reach you? It would help if you defined your personas (See our post about target audience here)
However, the worst thing you can do is think that your target audience is ‘everyone’. Every single person on earth has individual goals, aspirations and emotions. It would be best if you defined these for your audience.
Connections are a two-way street, whether you like it or not. When that one person post’s your product on their social media, make them feel like royalty. You need to engage with that person and create a bond. This, in turn, will make them feel part of your community and make them feel a sense of belonging.
Feelings like this are what create an unparalleled customer experience.
There is no such thing as ‘an overnight success’. There is almost always, weeks, months and maybe even years of hard work behind that one night. Your business is no different. Before a customer or client buys from you or engages with your brand, it can take seven brand touchpoints for them to reach that. You need to turn up, every single day and build an audience authentically and the right way. Give it time.