2. Your brand doesn’t communicate a clear value to the consumer.
Let’s consider a brand advertised some years ago that did communicate value effectively: milk.
“Got Milk,” a widely distributed ad campaign, captured milk’s values, traits, and even personality into a mental image that people could identify with.
The brand did so well because it connected with the customer. Core values and tastes were brought to the surface, and people felt that “connection” with the product. Milk contained value that people had possibly forgotten about yet knew were important. That’s exactly what you want to achieve with your brand. It needs to connect. That may mean it solves a real problem in society, hits a specific “taste bud,” touches a nerve or emotion, or solves a problem people are facing.
When you can connect a core value to your customers’ needs/tastes, you will begin to see your brand soar in the marketplace.