One of the most important aspects of developing a successful company is finding and developing the perfect brand. A catchy name, design, or phrase can help send a company soaring to the stratosphere of success, while a poorly planned or designed brand can leave it wallowing. Read through the following common branding mistakes that companies make and learn how to avoid them.
Not Having a Definable Brand
The biggest mistake your company can make is thinking it has a definable brand when it actually doesn’t. A definable brand needs to be memorable, credible, and satisfying. If you aren’t touching on all three of these, you lack a definable brand.
Relying Too Heavily on Popular Words or Phrases
When branding your company, be sure to avoid trendy buzzwords. Whether it’s “big data” or “mompreneur,” your brand will have less impact as these trends grow in popularity. While it is possible to capitalize on popular themes, find a point of differentiation with a unique punch.
Going Cheap on Design
While there is something to be said for helping friends and family gain business experience, don’t let it be at the expense of your brand. Foolishly, companies often think they can use a friend, daughter, or nephew as a substitute for paying a professional designer. Don’t fall for this! Just because someone has Photoshop experience doesn’t mean they understand the intricacies of designing from a marketing standpoint. (Shameless plug: we offer affordable branding, web design, and graphic design services! Contact us for a quote.)
Failure to Define a Target Market
When entering a new market, it’s important to grasp the concept that you can’t be everything to everybody. Pick a set target market and design everything with that focus in mind. From a branding point of view, this allows you to define your position and stick to it.
Lack of Integration
Branding is all about integration and continuity. Once you pick your brand’s ‘flavor,’ make sure every tool, application, and advertisement follows the rules laid out. The color scheme on your website needs to match your print brochures and newspaper advertisements. Your logo on vehicle wraps needs to be the same logo found on all social media pages. Developing a mobile app? It better follow your style guide! A failure to integrate is a major oversight. Choose a web design company that understands the importance of branding.
Not Touching Customers
While good branding will focus on the features and functions of the product or service, great branding will center on the customers’ values. Don’t get caught up in a textbook marketing message when customers want to be treated like people.
Keep these six common branding mistakes to avoid in mind when developing your company’s brand. Learning from others’ mistakes prevents failure and frustration, and will lead you to success.