Your branding strategy is the backbone of your company’s anatomy. And, when your branding elements are strong, your business can grow with intention, without straying from its image and story. We want you to feel free to grow while building your brand’s identity and awareness. So, we’ve combined a few of the common branding mistakes that we see from a variety of industries. Here are seven common brand mistakes that keep marketers up at night.
1. Launching a brand without a strategy.
Any new journey in your business should be accompanied by a well-thought-out marketing strategy—especially a brand launch. The branding process is an opportunity to define what your business looks and feels like, not to mention its purpose and story. And, your strategy can act as a guide along the way. It keeps your brand elements connected and cohesive, making sure that your brand tells one unified story.
Keep in mind, too, that your strategy should not end with development. You’re sharing your brand, or re-brand, with the world, so you want to ensure that you’ve covered all your bases for a successful rollout, helping you to avoid squandering the precious time and money that you’ve spent developing it.
2. Using a brand name or logo that doesn’t resonate.
Branding is a fun process, so it’s easy to get carried away with what you like personally rather than what makes sense for your brand. The issue there, though, is that when business owners choose what they like without considering the brand’s feel, message, and story, they’re left with a name or logo that falls flat. This oversight can make your brand feel unorganized and haphazard. You can look to your branding strategy to draw a line between your brand’s story, name, and logo to validate that they flow well together. Remember, even the smallest details are important to this process: the color of your logo or the font you use on your website, for example. They’re all connected and integral in their own ways.
3. Lacking a messaging strategy in alignment with your brand.
Your brand goes much deeper than its look. The messaging piece of your strategy puzzle is just as important as your website and logo design. Without your brand’s story, you aren’t left with much. You have your product or service, but oftentimes that isn’t enough for your audience to buy from you or become long-term customers.
Especially with younger generations, such as Millennials or Gen Z, your audience needs a reason to shop with you. Tell them what problems you’re solving and why you’re passionate about your work. Your audience wants to feel good about where they spend their money, and sometimes they want to feel connected to your brand. Give them the tools to build that trust with you by developing a messaging strategy that speaks to their wants and needs.
4. Not doing preliminary research on the competition and industry.
Don’t allow yourself to develop tunnel vision with your brand. There are many businesses out there that are offering similar products or services. And, even if you are doing it better than your competitors, you will still need to understand what else is out there, why customers are drawn to them, and how you can take your brand a few steps further. Additionally, do your due diligence within the industry, and identify its major characteristics and challenges. This research can inform your brand’s direction and help you discover ways to stand out from the crowd.
5. Brushing off customer feedback.
You are passionate about your work, so any negative feedback you get from customers may initially hurt your feelings. Try not to take these comments personally and, instead, use this as an opportunity to learn from that customer’s experience. Some comments may be unhelpful and overly negative; however, others might point to gaps in your business that you haven’t noticed before or that your other customers have noticed but haven’t told you.
6. Focusing on new prospects and forgetting current customers.
Driving new leads and sales is definitely a primary goal. But always be sure that it’s not to the detriment of your current customers. Putting your effort into business development is crucial, but it can unintentionally take time away from nurturing relationships that you already have. When your current customers feel taken care of, they will be more likely to develop brand loyalty and share their love for your business with their friends and family.
7. Not considering how tone translates for the current climate.
The social climate is always shifting, making it essential to shift your tone along with it. The last thing you want to do is come off as tone-deaf to your audience, especially in a way that could seem insensitive. Stay up to date on current events and concerns to ensure that your messaging is sensitive and empathetic.
Are you preparing for a brand launch, or does your brand need a refresh? Contact Green Apple Strategy today to schedule a consultation.