5 Challenges Confronting Every Business and Their Personal Brand

Personal branding is the most important factor in creating a trustworthy relationship with key players in the industry

learn more about Liana Zavo

By Liana Zavo

Opinions expressed by Entrepreneur contributors are their own.

In a world where businesses compete for attention, entrepreneurs should prioritize establishing an image that stands out. Personal branding remains vital, needing thoughtful planning to attract the target audience. To impact the market, business owners must cultivate a presence that aligns with the brand's mission and core values.

From my experience as a PR strategist, coming up with such a feat requires meticulous planning and research. But with the right tools and intervention, entrepreneurs can craft a brand that resonates with the public. While no plan is perfect, it is best to prepare for any contingency that might happen. Here are five common issues that businesses usually confront along with interventions that can solve these problems.

1. Creating the core message

The first challenge is crafting a core message that aligns with your brand's vision and mission. Entrepreneurs tend to give the least priority to creating a core message because they think it's unnecessary. However, it is the exact opposite. The purpose of the core message is to convey your focus. It shows that you know your market and can provide solutions to their problems.

What sets you apart from other businesses? What can consumers gain from your business? How do you want your clients to respond whenever they see your brand? In my company, we make sure to brainstorm with our clients and help them see the bigger picture. An important tip to remember is to make your core message clear and concise. Being straightforward is better than beating around the bush.

2. A wider perspective

Some entrepreneurs find it troublesome to adapt to changes, but it is through these changes that one can grow. It never hurts to stay open-minded about the possibilities that can happen. Having a broader standpoint makes you more flexible and relevant. The industry is ever-changing, which means you have to stay updated with the trends that come and go.

I often encourage my clients to study and research potential new waves that may happen in the future. Keeping an open eye on these things makes it easier for you to adapt and efficiently address concerns that your brand has over a certain period. Entrepreneurs who fail to catch up with the current times encounter difficulty retaining clients and earning new ones.

3. An expert vs. jack of all trades

Everybody wants an expert's opinion or advice, and some people seem to know where to find one. Specializing in a niche creates a place where you stand out because your audience recognizes your mastery. Organic engagement between experts and their unique niche is helping hundreds of people gain visibility and credibility. It has allowed entrepreneurs, professionals, coaches, authors and even small businesses to gain organic growth and maximum exposure in their specific niche.

Skilled and competent brands that specialize in what they do are hard to come by. Your expertise simply shows how effective you are in solving a specific set of problems that nobody else can. However, some companies still insist on serving the entire market. Remember that you cannot please everyone, but you can still make returning customers and patrons happy as long as you stay consistent with your products and services.

Related: 6 Innovative Ways to Increase Brand Awareness

4. Embracing the digital age

The onset of technology has made everything more convenient. With the pandemic stepping in, the drastic shift to digital is more evident than ever. Social media transformed into a sought-after avenue where businesses can reach a wider audience. This movement became the pivot for unknown brands to gain popularity and widespread recognition.

As a PR strategist, I often emphasize the importance of connecting with your audience to show value and authenticity. People appreciate brands that take the time to listen and communicate with their followers. Through this method, you can also gather information about how well your business is doing. Hearing feedback straight from consumers provides valuable insight that will help you design better campaigns in the future.

Related: Define Your Brand Identity in 3 Steps

5. The choice to rebrand

While it is not uncommon to reinvent, entrepreneurs may think it risky and painstaking to rebrand. In my company, we make sure to guide our clients in determining where to invest their energy. For a smoother transition from the old to the new scheme, we help develop a narrative that tells the story behind the shift. It draws more interest and lessens the confusion at the same time. This way, the rebranding process becomes more enjoyable for our clients.

Challenges are part of the evolution of becoming a successful entrepreneur. We must constantly evolve and stay relevant in modern times. Knowledge and preparation are vital tools that help us welcome change and growth. It means we're ready for progress. With progress, you are a step closer to bringing your brand to a whole new level.

Related: Why Branding is Even More Relevant To Businesses Today

Liana Zavo

CEO & Founder of ZavoMedia Group: PR Expert & Keynote Speaker

Liana Zavo's strong suit is digital storytelling and personal-brand development. As a PR maven and expert, Zavo helps establish professionals, entrepreneurs, business owners and social-impact brands as authorities in their niche.

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