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5 Reasons Why No One Is Buying Your Brand




Photo by Alena Darmel from Pexels

I’ll be honest. I’m a shopping junkie, especially when it comes to the online form. I know all the hip and happening places to spend money—to the point where it may be a problem. However, bad as it may be for my bank account, it makes for a great thing for my eye for online marketing. I know what sells, primarily because I’ve seen which brands work and which don’t. 

In many cases, I’ve been hired to help people work on a website or online concept that just wasn’t kicking. Sometimes, they’d listen to me. Most of the time, they didn’t. Without fail, those who didn’t often found themselves having to close up shop. Why? Because they couldn’t get enough customers to stay in business. 

If you found yourself in a place where you might be struggling to get customers to your proverbial doors, it’s probably because of one of these issues below.

1. You Don’t Have One

I’ll be the first to admit that I don’t really have a brand, per se. I’m a crazy rave chick who reads a lot, writes a lot, and loves to review food. I’m a jack of all trades. I love to write about everything from finance to fashion, simply because it is a diverse group of things to learn about.

However, that kind of *is* my brand—my life experience speaks for itself and when people hire me, it’s because I do have life experience others don’t. People hire me because my writing voice can change with their brands’ needs.

If you have a business that involves selling merch, trying to put together raving, food, home improvement, real estate investment, and finance won’t work well. In fact, people will be scratching their heads wondering what your site is supposed to be about. That’s not branding. That’s sucking!

If you want to have a dedicated website for your business, you need a brand. A brand means you will have:

  • A Unified Logo + Color Scheme
  • A Unified Voice 
  • A Niche Audience
  • An Idealized Customer/Result You’re Pitching
  • A Problem You Are Offering To Solve

If your brand doesn’t have both visual and cerebral stuff on board, then you don’t have a brand. You need a brand for people to buy into if you want long-term customers.

2. Your Brand Looks Hideous

I know we are told that looks don’t matter when we’re young, but we have to be real. You absolutely can judge a book by its cover, and in many situations, you should. There. I said the thing that no one wanted to say. Bad as it sounds, it’s a fact of life. People are shallow, especially when it comes to commerce. 

Needless to say, if your website or packaging looks cheaply made, people will assume it’s not worth the splurge. That’s why you don’t see people flaunting dollar store pants and why you do see people flaunting Versace. One looks more expensive than the other. 

The same is true with websites. If your site is plastered in ads, looks like it’s from 2004, is disorganized, or has walls of text, this is your problem. Add more whitespace, make things look clean, and give it an easy-to-navigate style. You will be glad you did. 

3. You Keep Changing Your Brand

When you see a bright yellow “M,” you probably think of McDonald’s. When you think of a yellow upward smile arrow, you probably think of Amazon. If you were to see the logo for Red Bull, you would probably know it gives you wings. 

Now, think for a moment. What do you think would happen if all three companies were to change up their brand five times a year? Would people still recognize their brands at the grocery store or in the mall? Probably not. 

Unless you have a serious problem with your branding, you shouldn’t do a complete overhaul of your brand. Branding changes are supposed to be subtle and done after a lot of deliberation. Most top brands only change their logos once a decade—if that. 

You need to give your brand a lot of time to sink in. Otherwise, you’re going to end up losing any clients that you could have kept through consistent messaging. 

4. Your Copywriting Sucks

People often underestimate the power of a good writer. How do I know that? Well, I often have to explain what value I bring to the table, just to get a decent wage. When you’re putting together a site, your copywriting is what gets your message across to potential shoppers. 

So, what does this mean? It means your copy should be…

  • Straight And To The Point. The average person reads at a 8th grade level and has a very short attention span. Do you cater to them? If so, you need to keep it simple and digestible. 
  • SEO-Friendly. Yes, every site needs SEO help. We need to see stuff rank on Google. It’s how major websites get the traffic that they need. 
  • Relatable And Memorable. If your clients can’t relate to what you’re talking about, they won’t buy into your brand. The problem is, many people don’t know how to do that or tend to get into the wrong verbiage for their project. 
  • Appropriate For Your Audience. You wouldn’t be talking about “spoiled youth” to a Millennial, would you? Yep. Knowing your audience and using their slang matters. It’s how you match their energy. 
  • Useful. If you’re selling shirts, you should mention their material, how it’s sourced, and the best cleaning instructions for them. If you’re selling makeup, you might want to mention if it’s non-comedogenic.

5. You Really Messed Up

There’s no other way to put this, really. 

There have been many, many companies that have a slick branding campaign that should have launched them to stardom. Unfortunately, their branding was not the problem. The problem often lay in the way they treated their clients, or dealt with a major PR gaffe that resulted in a boycott. 

Be honest with yourself. Has your business been late in delivering products? Were you inconsistent with keeping up the site, or delivered stuff with poor customer service? Or worse, have you found yourself in a major PR disaster that ended up killing your brand? 

If so, you have no one to blame but yourself. Bad products or bad service can easily destroy any company’s reputation and brand. I mean, Domino’s actually dropped the term “pizza” from its name because it’s so terrible. 

If you found yourself in this situation, then you have no other choice than to come up with a heavy apology, a plan to fix things, and a new brand. Most of the time, mess-ups like this are a sign that you’re not going to do well with this brand for a long, long time.