Your brand is your company’s personality. It’s the thing that separates you from your competition and that gives customers a reason to do business with you. Without a strong brand, your company is just another indistinguishable face in the crowd, floating aimlessly while hoping for success.
If you’re interested in creating a successful brand, be sure to avoid these common mistakes.
1. Thinking a brand is just a logo—Your logo isn’t your brand. Neither is your tagline. Or your website. Your brand is everything from the logo to the quality of your products and services. It includes your customer service, the design of your website, your social media profiles, and the packaging of your goods. Everything plays a role in shaping the image of your brand. So, instead of just focusing on the logo, take a look at the bigger picture to create a powerful brand.
2. Not understanding your true strengths—Before you can begin the branding process, you need to understand your true strengths (and weaknesses for that matter). Let’s suppose you run a dry cleaning business. If fast turnaround time isn’t your biggest strength, don’t focus all of your marketing and advertising on your turnaround time. Instead, focus on what you truly do well and better than the competition (e.g. getting stains out of delicate fabrics or something along those lines).
3. Not getting outside help—Going back to the last point, the reason many people don’t understand their business’ true strengths is because they’re too close to it. Sometimes, you need a fresh perspective. Consider working with an experienced branding agency. Their experience and fresh set of eyes will help you to find the best way to position your brand in the marketplace.
4. Having an inconsistent image—Remember earlier when I said your brand is more than a logo…it’s everything? Too many businesses forget about this, and they end up creating an inconsistent image. Everything about your brand should be working together in harmony. Your copy should all use a consistent tone. Your imaging should match the tone of your copy and the overall theme of your brand. Consistency is key to building trust with consumers and to cementing your brand image in their minds.
5. Being different just to be different—If you want to be successful, you need to be able to differentiate your company from the competition. However, some businesses take this overboard by being different just for the sake of being different. Cutting mattresses in half with a chainsaw isn’t branding, and it doesn’t give me a compelling reason to shop at your furniture store. The thing that makes your brand different needs to be something that provides a tangible value to your customers.
Which branding mistakes would you add to this list? Share your thoughts in the replies.