When good branding still isn't enough.

Having a strong brand name will not ensure your business is a success all the time. There is no arguing that having strong brand recognition is a great start. But there are often other factors that come from many different sources that can have a big impact on your success.

Take Australia for example. Australia as a brand, that is.

Over the last 10 years there has been a huge amount of work put in by Tourism Australia (previously Australian Tourism Commission) to create and promote the brand 'Australia'. Take a few minutes to read this informative review at BrandChannel.

The promotion of Australia as a value-packed alternative for world travelers has been successful. However there are now forces at work that are discouraging visitors from coming.

As the market forces change, so too must the marketing (and branding) strategies.

In an item titled "Creepy Crawlies Sting Tourism" in the Sydney Morning Herald it is quoted that:

Tourism Queensland's (TQ) annual conference this week heard a high Aussie dollar and expensive fuel surcharges and airport taxes were bumping up the cost of a trip Down Under, with concerns many would look elsewhere rather than dig deeper into their pockets.

... and that...

Japanese travellers have already begun snubbing Australia for cheaper Asian destinations and are set to do so well into the future.

The formerly booming market is forecast to drop by one per cent each year to reach 561,000 tourists in 2016, from a high of 820,000 in previous years.

Additionally, the article states that Britons may have seen "too much" of Australians. And that they feel as though they know everything about the country already. So why should they travel half-way around the world?

How does this apply to your business?

Even if you have a strong brand presence in your target markets, how do you ensure it is always relevant? How do you make sure your customers always have a strong reason to call you?

And how are you monitoring external influences that may act to limit your opportunities in the market?

Your marketing strategy should be dynamic. It should evolve based on market conditions. Even large successful businesses need to evolve - as does the marketing strategy for a country like Australia.