While most businesses today have access to cost-efficient branding resources, to build an original and effective brand requires some marketing know-how. This includes how not to look like this is your first branding project. Some important branding mistakes that must be avoided but don’t get as much attention are:
1. Imagining the branding ends at your logo
In many cases, business owners have chosen to invest heavily in one part of the brand they decide to be the ‘most important’ – but pay much less attention to the various other elements that equally contribute to the brand’s identity through the public’s eyes. Keep in mind your brand isn’t only about one single logo or your website. It is the sum of all the touch points working together. Combining these elements give your business personality which customers can recognize, relate to and experience.
2. Being brand schizophrenic
Regardless of if you are the chief marketing officer or if you take all the marketing decisions or outsource them to third parties or to a team of interns, the voice of your brand must feel like it derives from a single place. Use the time to establish a series of guidelines which clearly talk about what the brand is, does and thinks. Also, this brand guide should specify what your brand is not about. Minute details such as salutations used in addressing customers in emails and over the phone must also be listed. This is an important step as all this contributes to your brand image.
3. Not admitting to needing a pro
Technology has empowered a range of businesses to compete on scales once reserved only for the established companies with big budgets and large teams. You have the options of exploring all the affordable marketing outlets which might be contributing towards building awareness around your brand while strengthening customer relationships – however your business gets a huge boost, the day you figure out you require professional help. This is especially true when your business needs to put its best foot forward in a medium if you are inexperienced in using it. Many customers have already experienced flyers under their car windshield or radio and TV commercials. Or blog posts which read like personal diaries rather than business communication. Do not cheapen your brand or the investment being made by refusing to admit a professional’s help is needed.
4. Complication of your image
Once you have appropriately selected and sorted out your mission statement as well as target audience, there must remain zero confusion with regards to why your business exists. Your logo needs to reflect your business’s vision as clearly as possible. Select designs that are equally appropriate and applicable to many different mediums and formats whether used on a vertical print ad or a Twitter profile. In order to meet the level of variety, you must stay mindful of design elements such as typefaces and graphics. You might also be required to remove tagline when encountering space constraints and ensuring your logo paints clear pictures of what your business’s specialty is.