It’s now all but confirmed that BlackBerry Ltd. (TSX:BB)(NASDAQ:BBRY) will release an Android-powered phone. According to multiple sources, the phone will be named “Venice” and will be released in November, with all four major U.S. carriers offering the device.

There are a lot of reasons to be optimistic about the Venice. The phone will, without a doubt, be the most secure Android phone on the market, and a slide-out keyboard will help users type out emails much faster.

Yet we shouldn’t get carried away; the Venice will still face a steep uphill climb. On that note, below are three reasons why the phone will flop.

1. It’s all about the brand

This is easily the biggest factor working against the BlackBerry Venice, and its importance cannot be overstated. After all, the phrase “no one buys BlackBerry phones anymore” by itself is enough to prevent a large number of people from getting a Venice handset.

In fact, BlackBerry has been caught in this trap for some time. Declining sales showed up in the company’s financial reports, which led to bad press, which caused damage to the brand, leading to more sales declines, and so the cycle continues.

The Venice will get a lift from Android’s popularity, of course, but it will still feature BlackBerry’s logo. And no one wants to be called a dinosaur in front of their friends.

2. Keyboards aren’t desired anymore

During BlackBerry’s heyday, the keyboard featured on each handset was very popular with users.

But a lot has changed since then. Remember, there weren’t really any viable alternatives to BlackBerry’s keyboards back then. So, if you wanted to type out an email on your phone, BlackBerry was really the only game in town.

Fast forward to today, and there have been major improvements to touchscreen keyboards. Phones like the iPhone 6 and the S6 make typing out messages very easy to the point where few people seem to miss the physical keyboards at all.

3. Security isn’t a top concern

The IDC recently did a survey of “smartphone purchase drivers” and in no particular order, the top 10 included ease of use, operating system, web browsing speed, battery life, touch screen, screen size, type of network, weight/size, brand, and camera resolution.

Interestingly, security did not make it onto the list, despite all the cyber-security threats we’ve seen in recent years. That’s bad news for BlackBerry, since security is the company’s biggest strength. In fact, consumers value a strong brand—arguably BlackBerry’s greatest weakness—over security. That may not seem very prudent, but it’s still a very legitimate problem for the company.

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Fool contributor Benjamin Sinclair has no position in any stocks mentioned.