Maintaining a consistent and strong brand identity it can be especially challenging for entrepreneurs. According to a survey by Lucidpress, consistent brand presentation can increase revenue by up to 33%. However, business owners often face specific obstacles when their brands are in a constant state of crisis.

Overcoming these challenges includes stopping to build a solid brand infrastructure, seeking outside expertise for effective rebranding, and defining a clear tone of brand voice.

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Overcoming challenges during a crisis

Entrepreneurs often face significant maintenance challenges brand consistency during crises. Shawn Cole, president and co-founder of Cowen Partners, shares his experience: “During Covid, we're getting a bit scattered with ancillary services, causing market confusion and a drop in revenue. It's hard to be good at everything or you're the solution for Everyone So we redefined our target audience and our preferred level of service, and doubled it, then tripled it better. It'll come back to you when it's ready.”

Unfortunately, a common pitfall among entrepreneurs is the lack of an overarching brand beyond just a logo. In some cases, entrepreneurs do not have a brand beyond a logo. This is a great opportunity to dive into your product or service. Things like core values, ideal customer profile, origin story, and market research can not only help you build your brand, but 10x your business.

As an entrepreneur, you can develop a deeper understanding of your brand by defining core values, identifying ideal client and conducting a thorough market study. This holistic approach can significantly improve your brand identity and growth. You can start with the following best practices.

1. Reinforce internal communication before going out

Internal communication and employee alignment are essential to ensure brand sustainability, especially during turbulent times. Cole explains, “We regularly re-communicate our company values ​​to staff, especially in a remote environment with staff coming from diverse backgrounds and experiences. Employers don't realize that potential clients cast doubt on your staff every day. They can to say that you are no different from other firms or that your prices are too high, and your staff will, over time, begin to trust them how different we arehow much better we are, why our prices are what they are, and why we built our business for success.”

To achieve similar results, you must constantly reinforce your company's values ​​and unique selling points to your employees. This not only strengthens internal reach, but also equips your team to confidently communicate your brand value to customers.

2. Build a solid brand infrastructure based on your unique business

A key challenge is to avoid constant brand fires and focus on building a solid infrastructure. Don't get so caught up in the small stuff that you forget your overall brand identity. If you're constantly putting out brand fires, your brand will inevitably look like it's in perpetual crisis. It is essential to take a moment to stop and focus on building one solid infrastructure for your brand. By doing so, you'll have the tools you need to tackle every unexpected challenge, unexpected project, and brilliant idea that comes your way, allowing your brand to remain sustainable and strong.

Ultimately, the goal is to build a strong brand infrastructure that helps you avoid being constantly reactive. This proactive approach enables your brand to remain resilient and consistent in the face of various challenges.

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3. Do not fall into the temptation of internal renaming

The biggest misconception about rebranding is that it can be done from within. This is false. Take the example of Tropicana, which in 2009 tried to rebrand its packaging domestically. The new design, which cost $35 million, was completed extensive customer feedback and resulted in a 20% drop in sales within two months. This costly mistake caused the Tropicana to revert to its original design.

Trusting an experienced external team ensures fresh perspectives, innovative solutions and successful rebranding that matches your vision while effectively reaching your target audience.

4. Stay up to date on current events and industry knowledge

Recent industry changes, such as the FTC's ban on non-compete agreements, have important implications for brands. This shift emphasizes the importance of cultivating consumer loyalty to the brand itself, rather than to individual personalities or founders.

Take celebrities like Kim Kardashian or Kanye West, for example. Consumers who are more connected to these personalities than to the various brands they represent are more likely to follow them wherever they go, rather than stay loyal to their business partnerships. This mindset highlights how brands need to focus more than ever on creating a strong, independent identity that maintains consumer loyalty, regardless of the moves of key individuals. This approach ensures long-term brand sustainability.

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5. Align your vision with your strategic goals

Proper branding alignment is essential to avoid common pitfalls. Branding is not just about a logo or a label; is the art of alignment — aligning the C-suite's vision with the brand's strategic goals, ensuring a seamless connection between your company and the consumer, and fostering a cohesive partnership between you and the branding agency. When these elements are in harmony, the brand can thrive, avoiding the pitfalls and frustrations that so many have experienced with agencies in the past.

Ultimately, by aligning C-suite vision with strategic goals and creating cohesive partnerships with branding agencies, businesses can build resilient brands that stand the test of time.