Your brand must be relevant to the marketplace. For example, if your branding campaign is around luxury products or services, you have to make sure that there is a marketplace for it. If the target market has no interest in purchasing a luxury product or service, the campaign will obviously flop. On the other hand, if you can justify the prices of what you are offering by branding it as more durable or a better service, it can work.
Your visual branding must be consistent in order for people to believe in your message. Consistent visual presentation is key element in successful branding as it helps cohesiveness in campaigns and overal marketing initiatives. Same as if you’re saying one thing one day and another thing the next day, your target market will either be confused or not believe what you’re saying to be honest. Your brand should also affect how everybody in your company works and communicates as it will reinforce your core message.
Positioning is very important because there will be companies that already have some kind of stance in the marketplace. You need to create your own foundation for what your business is about. To do this, you need to research the competition, study their angle, and find out what kind of opportunities are available for your brand.
Is your brand’s message and mission too short sighted? Is it based on a trend that may only last a few years or is it something that you can build your company around? This is a question you will need to ask yourself to ensure that the money, time, and effort you put into building your brand is something that can translate into a sustainable business model.