Building Brand Problems for Small & Large Organizations

The benefits of long-term brand building are very similar for both small and large organizations, however some of the most common problems related to brand building are very different.

Most likely brand problems in small organizations:

• No background or skill level in developing a plan for the brand
• Lack of time
• No or little understanding of who is buying their products and services and for what reasons
• Lack of funds
• Little or no marketplace awareness of the brand

Most likely brand problems in large organizations:

• Market/Advertising position is no longer relevant, distinctive or compelling
• Marketing (and other dept) functions are not integrated
• The brand structure (if present) has become too complicated and unclear
• Current leadership doesn't have a clear and accurate view of what the brand position should be
• The brand identity standards and systems have fallen in use or are not measured and inspected anymore
• Organizational structure and bureaucracy work against an invigorated new brand position

Although these are the most common brand building problems, they are certainly not insurmountable. Building brand is an ingredient to staying in the balanced and predictable growth mode for organizations and business.