5 Common Branding Mistakes

5 Common Branding Mistakes

Starting a business takes far more than funding, licensing, offering product, and making sales. Your brand needs to have an identity, a personality. It has to have a purpose. Whether it is to fill a current industry gap or fulfill a local service need, it has to have a purpose.

Defining Brand Guidelines

Your brand has to have specific guidelines that fall in line with all other brand rules, regulations, and goals. This means that your brand colors are displayed the same, the brand uses one name on all brand-related materials, and that your logo is displayed the same everywhere it is seen. Brand guidelines create conformity and help consumers recognize the brand no matter where or how it is advertised.

Segregating Marketing

Your business may be structured around a specific cultural or demographic group, but your marketing cannot be. You should market more to your main target audience, but all audiences need to be aware of and have access to your business. Segregating one group could cause a brand-bankrupting type of situation.

Use big data and marketing algorithms, along with a talented team of marketing professionals, to create a proper marketing strategy for all audiences.

No Brand Culture

If you start a brand without a specific culture in mind, it will show among your staff. Tension in a brand passes down to the consumer. It is important to hire staff based upon their fit into your intended brand culture. More brands, and small businesses, are focusing more on developing and perfecting a single culture for longevity, innovation, and to build better reputations.

If you are brand new to brand ownership, consult a brand specialist or brand culture specialist to help you build your brand’s culture. These individuals can also help you learn how to hire staff specifically for brand culture purposes.

Inconsistent Logos

All of your logos need to be the same colors, use the same font, and the same design. Inconsistent logos for packaging, employee uniform, or other reasons causes confusion. Consumers learn to associate your brand’s logo with its name and identify a brand by its logo, so all versions of it must be consistent for use on multiple applications.

No Pre-Introduction to Consumers

Once you have your product line, logo, and branding materials in place, start introducing your company online and locally. You need to get people excited about the launch of your new company. You cannot just open the doors of a brand new business and expect people to walk in; the advertising needs to start at least 4-weeks before opening day.

Closing Thoughts

Before you even open the doors or launch online, make sure you have an introductory promotion or event for consumers. Consumers are leery about spending money with brand new companies, but are more likely to try them at a discounted rate. As part of your marketing strategy, you should also make sure that you have someone dedicated to consumer interaction on social media, as that is important to consumers. These elements will help your brand start with a positive reputation.