Think about the barriers that your consumers have before making that decision to hug your brand. What may they be? Ignorance is one. They don’t know you. They may not have heard of you. If they did, they may not know much about you. Misinformation may be another. Your category may have been destroyed over the years by your competitors because they have been fleecing consumers, so when you appear as one of the players, they can’t trust you. Pricing may be another issue. Perceived to be too expensive, you aren’t approachable. Perceived as being too cheap, you may be of low quality. Think through the barriers and the gate you need to open is there.
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