Branding is the process of creating a positive identity that can easily be recognized and remembered by the public. Branding is intentional. Several steps are taken in building a brand and achieving a strong reputation. Building a brand takes thoughtful and strategic work and, even businesses with a strong brand still continually build their brand, using the different methods of marketing.
However, when building a brand, you can make a couple of mistakes that can negatively affect your brand and its reputation. There are common mistakes in branding that can easily be avoided. Here are the top 5 branding mistakes you should avoid:
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1. Brand Identification Error
Three things are used to initially identify a brand- Brand Name, Logo, and Tagline. When there is an error in three things, it becomes difficult for your brand to be identified, hence destroying all branding efforts. One common brand identification error is using a logo that doesn’t accurately represent the brand. It is difficult to change your brand identification element, so you need to get the right on time. Make use of legible fonts in your logo, avoid using too many colors (especially colors that don’t represent your brand), and ensure that your logo tells a story about your brand.
Your brand name is also an essential element. Ensure your brand name is simple and easy to pronounce. A lengthy or hard-to-pronounce brand name will quickly get forgotten. Your tag line should also properly represent your brand. It should be able to tell a short and simple story about what you do.
2. Lack of Uniqueness
Every brand has to be unique; even when offering the same products as your competitors, your brand must be unique, else, it will lose its relevance. Share your brand story to your audience to portray the value you can offer them that is different from others. It’s a way of telling them why they should purchase from you and not your competitors. If you don’t accurately share the value your brand can over, it will difficult to develop brand loyalty from your customers.
Every part of your brand should be able to tell a story. The vision & mission statement, as well as the tagline, can be used to portray your brand message. Your brand message should be easy to understand and create a sense of emotion in the minds of your audience. Avoid vague words, and ensure that your message isn’t similar to your competitor- You need to stand out.
3. Lack of Brand Consistency
One branding mistake that can be extremely detrimental to your branding effort is brand inconsistency. Every brand has its specific guidelines; its message, colors, visual, messaging style, fonts, and voice. Stick to it. Changing these guidelines in your social media post, press release, videos, ads, and other digital or traditional media, does not speak well of your brand and will make it difficult for your brand to recognize you. Be consistent.
4. Not Connecting With Customers
One common mistake in branding is; forgetting to connect with your audience. Your brand cannot service without your audience, so you need to communicate effectively with them and show them that they matter. Connecting with your audience is not difficult, but it is often forgotten. Connecting with them will help in improving and maintaining brand loyalty. You can send weekly or monthly newsletters, engage with them on social media, have a quick and efficient customer support team, and ensure there is a good communication flow between you and your audience.
5. Ignoring Audience Feedback
Another branding mistake to avoid is; ignoring your audience’s feedback and opinion. As earlier stated, good communication between you and your audience is essential. When your audience or customer lays a complaint about your brand or product, you should efficiently respond to it. First, it creates a sense of trust and loyalty from them. It also helps you avoid crises. A crisis is formed from miscommunication, and a brand crisis can destroy all branding efforts. Ask your audience for their opinions through your social media platform and other communication tools, and ensure you respond to them appropriately. There is no brand without customers.
Branding can be difficult or complex, but we can help you in building a strong and reputable brand. Chord Digital is a digital marketing agency with experts and professionals in Branding, public relations, SEO, social media marketing, PPC, email marketing, and other digital marketing strategies. Visit www.chorddigital.com to get started today.
