Establishing your brand is a crucial part of running a business. Although building and refining your brand can be fun, several mistakes are easy to make throughout the process. Keep reading to learn more about the top branding mistakes to avoid for your company!
Not Being Consistent
Having an inconsistent brand is one of the biggest branding mistakes you can make. To have a cohesive brand identity, your brand has to have defined guidelines, such as:
- Colour scheme
- Font
- Defined mission
- A strong USP
- A comprehensive social media plan
Inconsistencies can show up everywhere in branding. For example, you may include your logo in the top left-hand corner of one social media post but not include it at all on the next. This is the same for your posting schedule – if you post at random times on random days of the week, your brand will look disorganised.
Having a defined structure makes it easier for you to coordinate your content across all of your platforms, and your message and branding will be strong.
Not Connecting With Your Audience
Projecting a strong brand identity is the first step in connecting with your consumers. However, you also have to work on bonding with your target audience.
The first step to increasing your audience connection is identifying who they are. This should be part of your branding process as standard, so be sure to consider:
- How old your audience is
- What their income is
- What they are searching for
After you have worked this out, identify ways to increasingly connect with them and ensure that they have a great experience with your company. You may choose to showcase customer reviews on your site to show that you are dedicated to providing the best customer service or prioritise responding to your social media comments.
Following Trends
Although it is a great marketing tactic to track what is popular and incorporate current social media trends into your content, it would be a big mistake to try and merge these trends with your brand identity. Trends move too quickly to be anything more than a comment in passing, and brands should never force trends into their marketing strategy as this can backfire if done wrong.
A great example is the new emphasis on eco-friendly products as more consumers become aware of climate change and want to help. Many brands tried to capitalise on this without changing their products, production process or ethos. As a result, many companies, including Primark and H&M, have been accused of greenwashing, which has damaged their brand credibility. So, think carefully before incorporating a trend into your brand.
Straying from Your Success
If you are considering a rebrand or are looking to launch some new products, a massive mistake that some brands have made is straying away from what has made them so successful in the first place. Take Colgate – in the 1980s, the toothpaste brand decided to release a range of frozen meals. This, of course, was not received well – they had spent years building their reputation as a toothpaste brand.
This isn’t to say that you can’t introduce new products or rebrand your company – just ensure that any further moves are in line with your branding guidelines. Don’t release a clothing line if you’re a cat food company, and don’t change your branding so much that you become unrecognisable.
If your company is expanding, you may be tempted to overhaul your entire brand to prepare for your new products or services. However, this can drive loyal customers away, especially if you lose sight of the specific elements that brought you success in the first place. Retain the things that work for you, whether that is a popular product or an instantly recognisable logo.
Being Vague
Some people may think that keeping their brand vague creates an air of mystery. However, this can lead your audience to misunderstand what your business is about. Your brand should be clear and to the point about what you offer, or you will dedicate a lot of time and energy to explaining what you are about to your audience.
Focus on the benefits your products and services will bring to your customers and find areas where you can stand apart from your competitors. Your features and benefits should be a key part of your brand and drive your marketing strategy – you want to prove to your customers why you are the best choice for them.
Slacking on Copy
Branding is about much more than just looks – it’s also about how you sound. Regardless of whether the copy is on your web pages or social media platforms, it needs to reflect your brand accurately and set you apart from your competitors. Invest in keyword research for SEO purposes, but also make sure that your copy reads well and focuses on your brand’s benefits.
Many brands make the mistake of going so over the top with their copy that their brand voice is lost. Find a unique and accurate angle that sets you apart from your competitors, and make sure your copy reflects your values and brand without going overboard.
On the topic of good copy, ensure that you proofread everything before it goes out on your website or social media channels!
Although it may be minor, spelling errors or grammar mistakes can make your brand appear unprofessional and sloppy. Having a good copy editor on board can eliminate these mistakes and ensures that you craft copy that carefully follows your brand guidelines.
Conclusion
Branding your company successfully can be a minefield. You must hit the right notes and avoid many mistakes that can impact how your customers view you. It is no easy feat to retain a consistent, effective brand, and big companies spend millions on branding alone.
These tips are small ways to ensure that your identity and message are on point and your audience stays engaged.
