November 16, 2022
If your firm makes any of these 12 business branding strategy mistakes, it's time to change! These common errors could be holding your business back from failing to define your brand to neglecting social media.
Building a successful brand takes time, dedication, and careful planning. It's crucial to recognize the potential problems that could hinder a brand's success and be able to focus on creating a cohesive strategy. You can learn from the mistakes made by other brands when creating your branding strategies.
It's an area that can either make or break your company, mainly if you think branding can be done in a few hours.
What is Branding?
Jeff Bezos says that "your brand" is what others say about you, even if you aren't there. Every person has their style in branding. According to studies, 89% of shoppers are loyal to brands that share the same values. While a good brand does not have to cost millions, it will require creativity and research.
These are the factors you should consider when building a strong brand.
12 Branding Mistakes Most Businesses Make
These are the most common branding errors that businesses make. We offer advice on how to avoid them when creating a strategy.
Underestimating the Importance of a Logo
Your logo is the most prominent feature of your company. You need to make sure it is designed correctly. If done correctly, it can be a problem later, especially if you still need to be established in the market. The company's logo is its face.
Most of the businesses believe that why fix something that isn’t broken? When your company has successfully established its roots in the market, it is important to keep the brand logo consistent. This was the mistake made by Gap, an American clothing retailer. They launched their new logo in 2010, which caused a lot of backlash.
A great logo not only makes a lasting impression but is instantly recognizable. It is synonymous with the brand and gives a glimpse into its identity.
Forgetting to Establish Business Values
Strong business values are essential to a successful brand. They help define the business' purpose. A disjointed brand can result if you create a branding strategy before establishing a company's mission and values. Getting people to feel connected with your company can be easier by setting values and creating a brand voice and image.
Following Trends
It is tempting to get on board with every new trend. Don't do it. Trends change constantly, so keep your brand distinct from one trend. Your brand may lose its meaning once it has ended.
Your brand should be able to last and remain relevant over time. Rebranding can be complex if you try to follow trends. This will cost you valuable time and resources that could be used in other areas of your company.
You can be trendy, however. Look for trends to be incorporated into your packaging and social media graphics.
Not Defining your Focus
Each brand is successful because it has a clear focus. Your focus should be "leadership" if your brand is a market leader, such as Pizza Hut. Domino's shifted its focus to home delivery and became the second-largest pizza chain. Papa John's shifted its focus to "better quality ingredients and pizza." Little Caesars has narrowed its focus on "two pizzas for one." Although there are many pizza chains in the area, these four dominate this category.
Not Using a Strong Visual
Visual communication that conveys something about a brand has been a critical ingredient in many powerful brands. Coca-Cola's contour bottles. Marlboro's cowboy. Corona's lime. Stella Artois' chalice. Blue Moon's orange slice. Geico's gecko. Aflac's duck.
Entrepreneurs should find a visual to support their marketing strategy before launching a product/service. This can often mean that the brand name or strategy needs to be changed.
Using Vague or Inaccurate Copy
Many companies resort to using buzzwords, jargon, and generic content rather than personalizing their content for their target audience.
Compelling and concise copywriting serves the purpose of selling and pitching the brand. While capturing your audience's attention may be the ultimate goal, it doesn't mean you should compromise authenticity or originality. If you don't know the truth, don't use words such as "innovative" and "one-of-a-kind" in your copy.
Mimicking Competitors
Although it can be tempting to copy the branding strategies of your competitors, this can lead to your company's brand needing to be stronger. Your firm may appear less original if you mimic the success of your competitors. It is better to research the reasons these strategies worked than to copy them and apply that knowledge to create a unique brand.
Not Communicating a Clear Message with Your Brand
What is your company's purpose? What makes your company unique? The services you are offering, are they making people’s life easy?
You should reconsider your message if you didn't answer all these questions in one or two sentences. Consumers must have a clear understanding of what your company does and the benefits it offers. Otherwise, they might become disinterested in your services and choose to go with a competitor.
Your company's core values and mission will be a strong foundation for the future. The rule of thumb is to limit your service offerings to three.
Now Using Existing User Base to Expand Brand Value
When launching a new brand or upgrading an existing company, the most valuable asset that a company needs is its user base and customers. Customers who return time and again, exceptionally highly satisfied with your product or services, can be a powerful channel for promoting your company's image.
You can take advantage of high-value marketing and give your most loyal clients and brand advocates royal treatment. It's possible to generate new business by investing a small amount in a thoughtful holiday gift, personalized service, or even a simple referral code.
Going for a Generic Brand Name
A common mistake that start-ups make when choosing a generic name is to go with it. You should select a unique name if you are starting your firm.
Your company's brand name is the foundation of your company's identity. It's the name that everyone will recognize, customers, competitors, and the media.
Your calling card in the company will be the brand name you choose. It will be your first word at every meeting or presentation.
This is how you can imagine opening a pitch that begins with "Hi, Wind!"
Would your customers purchase potato chips if only labeled "Potato Chips"? Or would they choose a brand with a more intriguing name, such as "Chip 'n Dip" or "Crispy?"
Your brand name should not be something you do in a flash. It should come from careful planning, research, creativity, and hard work.
Neglecting Customer Experience
Businesses are nothing without customers. Setting up a feedback mechanism to stay in touch with customers is essential. You can also make further changes based on that feedback.
Customers are the best people to control your reputation. This is because they have experience. Listen to the feedback you receive from customers. Never neglect customer experience. Use it to improve your business.
Forgoing Market Research
Avoiding market research can lead to a lack of understanding about your audience and a delay in your ability to connect with them. Investing in research early in the process is a great idea to get quality information that will guide your brand.
The Key Takeaway
Maintaining a positive, consistent, and compelling brand takes dedication and consistency. You can be one step closer to ensuring your brand identity and messaging are on the right track if you know what could go wrong.
You can take over branding if you decide to do it yourself. Branding is a complex task that involves many moving parts. We recommend seeking help if you are determined to do it yourself. If you hire a branding agency, they will look out for potential pitfalls.
