8 Crucial Branding Mistakes to Avoid
Branding is one of the essential factors for your business. Doing branding of your business in the right way is very important to have success. Many business owners don’t understand the importance of branding.
Branding is all about using every chance to prove why customers should select your brand over the rest and establishing a lifetime value to your company. As a result, all types of communication are critical in establishing trust and keeping your brand at the top of your client’s minds.
There are still companies that don’t do their branding right and maybe they aren’t aware of it. Before getting to what kind of mistakes you may be making, let’s understand what branding is and why it’s so important for your business.
What Is Branding?
Branding is the act of identifying and creating features such as a logo, design, mission statement, content, and more throughout all marketing communications to create a strong perception of a company, its products, or services in the customer’s mind.
The Importance Of Branding
Branding is more crucial than you think as it provides your business success. Here are some of the common benefits that you’ll get through effective branding:
1. Building Trust
When you compare two businesses with each other and one has a clear branding and the other does not, you choose the first one to trust. Through branding, you show potential customers that you are a well-established and trustworthy company.
2. Brand Recognition
Branding helps businesses to be recognized from the crowd and remembered frequently. A business with the wrong branding will not stay in customers’ minds while a business that has visual features, including logo and appealing colors, is more memorable and can be recognized more easily by customers.
When someone only sees your brand for a few seconds, if it makes a positive impression, there’s a high probability that they’ll remember it even if they don’t want to buy any products yet. If your brand sticks in their minds, there is a chance that when they decide to opt for services or products that you offer, they’ll consider you.
3. Boosting Advertising
Advertising is essential for branding. With that in mind, the first thing that you should do is to create a brand. When you advertise your company, you want to show your business’s values and identity which can become difficult when you don’t have a brand.
For having an efficient campaign and getting the most out of your advertising, you need to have solid branding.
4. Establish Customer Relationships
Most of the time, you want to establish loyal customers who can come back even after buying your products once. With the right branding, you can make customers be connected to your brand by evoking emotions. Branding helps to establish relationships with your leads, convert them into customers, and then turn them into loyal clients.
Thus, the right branding helps to boost brand awareness, increase conversion rates and sales, and build trust and credibility.
8 Branding Mistakes
Now, let’s understand what common mistakes you make during branding. Here are 8 crucial branding mistakes you should avoid making.
#1. Not Having a Clear Brand Strategy
A brand strategy is simply a long-term plan created for achieving predetermined goals. These goals must align with your clients’ needs and emotions. Without a clearly defined brand strategy, you won’t be able to reach your goals.
It’s crucial to know your brand story, understand your competitors and their strategies, as well as establish and create your brand’s personality and tone of voice. Instead of only focusing on designing a beautiful logo, you should concentrate on building a brand strategy and understanding your business objectives.
Keep in mind that a brand strategy aims to align the business’s visions with the clients’ experiences.
#2. Not Designing Logo Right
Your logo is your company’s primary visual identifier and it must be executed with high quality. Colors, shapes, and fonts all have meanings, so it’s not a good idea to pick all the colors or shapes you like to create a logo without putting enough thought into it. You must conduct extensive research into your business and find a professional designer to do the work.
If you represent your brand with poor visual elements, it will cost you a lot. Thus, make the right choice not to waste your money. A logo says a lot about your company, but if you don’t get it right the first time, it might be difficult to change afterward.
When you use cheap logo design services, there is a higher risk of making the common mistake of having a poor logo design.
#3. Not Being Consistent
For establishing a strong brand, you need to be consistent. Through consistency, you establish trust, memorability, and recognition. For keeping consistency, you need brand guidelines that are a set of rules and standards showing how you can represent your brand to the world.
Having a brand guideline is essential for businesses to keep consistency and show their identity. Brand guidelines also help to show how you’re different from your competitors.
Inconsistency of your brand shows that you are unprofessional and unorganized, making customers question your business quality.
Never make this branding mistake, and be consistent with your visual elements and tone of voice. Here are some elements that should be consistent:
- Color palettes
- Styles of images and illustrations
- Voice and messaging
- Fonts and typefaces
#4. Not Focusing on the Right Target Audience
Focus on connecting with the right target audience to make your brand appealing to them. Create a customer persona for defining your target audience. Consider their demographics, including gender, age, interests, education, etc.
Find out about your clients as much as possible to establish relationships with them. It’s crucial to connect with the right audience because you can exceed your competitors in that way.
#5. Not Thinking About Global Audience
You should welcome all customers with various backgrounds even if your business is concentrated on the local community. You should speak the language everyone understands — respect feedback from everyone and practice cultural awareness otherwise your brand’s reputation can go downhill very quickly.
#6. Not Finding Your Brand’s Uniqueness
How is your brand different from your competitors? What benefits and unique qualities do your business have that make you stand out from your competitors? By finding the answers to these questions you will make your brand memorable to your target audience.
With that in mind, you need to identify your business values, understand who you are, research your competitors, define your customers, and use these factors to make your brand stand out. Again have a brand strategy for that and be unique to make people remember your business, services, and products.
If you and your competitors offer the same thing and look alike, people will choose the business that offers the cheapest service or product. If you don’t have any benefit over them, then why should they select you? Think of this question.
One of the most essential and first differentiators is your design. When you define a clear goal, go forward to create visual elements and a unique tone of voice to communicate your value.
#7. Not Admitting Your Mistake
It’s a common mistake whenever a business does not admit its shortcomings. Some even ignore them altogether. You must take full responsibility for anything that went wrong such as delivering a wrong order or delivering something with a delay that may become reasons for negative feedback.
Then how to deal with negative feedback or comments on social media platforms? Respond to it in a genuine way. Keep in mind that this is essential as well because the way you react to such messages, also shows your professionalism and how you care about your customers.
Honesty is the best characteristic that you should have. So, instead of neglecting your mistakes, take responsibility for your actions and gain the support of your clients or customers.
Crisis management shows how the public perceives your business. And wrong crisis management can have a long-term impact on your brand. Own up to mistakes and show humanity.
#8. Not Using Trends Wisely
Sometimes following the trends isn’t the right choice. Keeping up with the current trends is wonderful when your brand is evolving, but be sure you’re doing it because it’s in line with your company’s vision and goals.
It’s also related to design trends, as you can use trends to represent your brand in a contemporary and new way, without updating your brand identity. It’s crucial to keep in mind that these trends come and go.
Some brands fail because of following incoming and outgoing trends, so you must keep your eye on your business goal and identity and avoid wasting your precious time and resources on insignificant byreturns.
Now you know how essential branding is for your business. The right branding will help you make headway by increasing your sales, boosting customer engagement, and building credibility. Follow all these essential steps and avoid making common mistakes to get the most out of your branding.
Keep in mind that having a clear brand strategy and knowing all your values is the very first thing that you should do to avoid potential pitfalls. And if you are looking to elevate your branding, opt for branding services in the USA by professional providers.
About the Author!
Valeria Black is a content writer at Digilite US, a branding services in the USA. She is passionate to write about business and marketing trends.