Your Brand Isn't Working: 5 Overlooked Brand Strategy Gaps That Are Costing You Clients

Before I get into the headline promise, I'd like to share a quick client story with you. 

I recently met with a new client who's been in business for over 20 years. She has a strong client base and sees consistent revenue due to referrals. 

To be in business for 20 years is a huge accomplishment. Most businesses don't make it past 5 years. 

She hit the phase in her business where growth has stalled even as she was expanding. 

During the 90 minute Breakthrough Strategy Intensive, I repositioned her service offerings. I also created new offerings that will create new revenue streams. 

She left the meeting with a clear action plan for next steps that she can start immediately. The session gave her insights she hadn't considered before.

The strategy intensive met her short term needs. While her referral base is strong, attracting new clients to the business is a challenge. 

In her effort to expand, competition in her market has increased. This will impact her market share.

Her brand, while present, needs a strategy. 

While two decades of success through referrals is impressive, this story illustrates a crucial truth: even thriving businesses can hit a growth ceiling without a clear strategy to break through it.

Here are 5 of the most overlooked signs that your brand needs a strategy.

There's an upside and downside to a business that runs on referrals. The upside? Steady revenue. The downside? Unpredictable growth and limited market reach. While referrals are valuable, they're outside your control. 

Your competitors are attracting new clients through strategic channels. They are capturing market share you could have. Each month without a proactive acquisition strategy means missed opportunities and lost revenue.

A brand strategy positions you as the go-to expert in your field. It tells your clients who you are and what they can expect by working with you. This happens long before they actually interact with your brand. 

The brand message presells your services to the client. Your brand becomes a client attraction magnet.

You're spending more money on your marketing yet it hasn't moved the needle on your revenue.

You're working harder but seeing diminishing returns. The market is evolving, but your brand isn't keeping pace. This stagnation affects team morale. It limits reinvestment opportunities, and leaves you vulnerable to more dynamic competitors.

A brand strategy identifies new market opportunities. It positions your services for premium pricing. The brand strategy takes a fresh view of your business. This includes your service offerings and targeting higher-value client segments. It creates clear differentiation from competitors.

You find yourself discounting or justifying your prices to win business.

There are two surefire ways to reach the bottom of the market: offering a better service (which I'll cover in my next newsletter) and competing on price.

You find that the most expensive clients are the ones you provided a discount to. They become the most demanding and don't appreciate the work. 

These types of clients strain resources and reduce profitability. Your expertise becomes commoditized, making it harder to charge what you're worth.

A brand strategy emphasizes your unique value. This shifts client focus from price to value. It attracts quality clients who appreciate premium service and supports higher pricing.

Your marketing efforts lack cohesion across different channels and campaigns.

Mixed messages confuse potential clients and dilute your brand impact. Money spent on marketing yields unpredictable results. This makes it difficult to scale successful campaigns. Your audience doesn't have a clear understanding of what makes you special.

A brand strategy is the blueprint that guides all marketing efforts. It ensures consistent messaging, visual identity, and activities across all channels. The strategy makes your marketing more effective and profitable.

Your marketing efforts aren't generating qualified leads or converting prospects.

You're investing time and money in marketing that doesn't deliver results. Meanwhile, competitors with clearer messaging are capturing your ideal clients. Each ineffective campaign costs you both direct expenses and opportunity costs.

A brand strategy defines your target audience and their pain points. It positions your services as the only entity to solve their problems. This leads to focused messaging that attracts qualified leads and improves conversion rates.

If you are experiencing these signs, your brand needs a strategy. Most small business owners set their brand and forget about it. 

The market is constantly shifting. To keep pace, your brand's strategy must adapt. This is the perfect time to conduct a brand audit. 

A brand audit will:

• review the clarity of your brand message

• show how you compare to your competitors

• evaluate the effectiveness of your marketing materials

• identify growth opportunities and brand strengthening

If you’re serious about attracting new clients to your business, a brand audit is the best place to start. I have 5 slots open for brand audits this week.

In just 20 minutes we’ll identify your brand’s strengths and weaknesses. We’ll uncover key areas for growth. Schedule your audit today.

It's time to remove the guesswork and start generating new business today.

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