Branding has the power to impact everything from your reputation to your bottom line. Unfortunately, too many companies haven’t quite grasped the importance or understood the impact of branding and end up committing branding mistakes that hurt their business.
Here are the seven most common branding mistakes you should avoid:
1. Failing to Align with Your Brand’s Mission
Your business is only trustworthy if it stays true to who and what you claim to be. Your audience is watching, and if you make a move that contradicts your mission, vision, and values, you disappoint your customers and hurt your reputation.
2. Not Tracking Your Efforts
It doesn’t matter if you have the most amazing products or offer exceptional services if you’re a business who has confused branding with marketing or advertising. You will inevitably commit mistakes and ultimately hurt your sales.
If you’re not tracking your branding efforts, then you’re not identifying where you are failing and where you are succeeding. Marketing and branding should not be confused; however, they do work together and knowing how your branding affects your marketing and vice versa is crucial to business success. Remember that your branding is who you are while marketing is your tactical strategy to build awareness around that image.
3. Not Doing More to Stand Out
Differentiating yourself from the competition is how to get attention. With so many brands who are doing what you’re doing, you need to let the world know how you’re doing it better. Your branding should express what makes you unique and why they should make the switch.
4. Lack of Consistency
The quickest way to confuse your audience and lead them to question the legitimacy of your brand is to be inconsistent with your messaging and imagery. Everything from your colors to your voice should be consistent.
Your company visuals should match across all social media platforms, marketing collateral, and your website. Your company should use the same name, colors, logo, and taglines both on and offline. Not only will consistency help your audience remember you, but it builds trust.
5. Not Realizing That Everything Is Now Global
The Internet and social media have given all brands a global platform. When you put yourself out there, you allow the whole world access to your image and voice. Be careful with topics that touch race, religion, gender, sexual orientation, politics, and so on – unless your brand is built on controversy and aims to invite debate and unleash firestorms.
6. Employees Who Don’t Walk the Walk and Talk the Talk
Your brand goes beyond what you see on social media, your website, on billboards or TV. Your brand isn’t just the products on the shelves. Your brand extends to all your people. So if you have employees who are poor representations of what your brand stands for, your company will suffer.
Engage your employees and give them a sense of pride to represent your brand. Give them a reason to be ambassadors who proudly spread your message.
7. Not Knowing Enough About Branding
Business owners know their product, logistics, finances, hiring the right people, and all things related to operations. What they may not be so great at, is defining their brand and establishing a differentiated presence in the market that makes them attractive and memorable to customers.
Ultimately, the biggest mistake businesses make in branding is not knowing where to start and how to achieve its success.
Let NUEX Creative help you stand out and create a unique experience that leaves your audience breathless and wanting more. Differentiate yourself from the competition. Let us help you tell your story in a new perspective.
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J. Sanders is a branding and advertising guru, as well as a PMP certified Project Manager. He has worked with top companies and startups to improve their branding over a decade.