4 Most Common Branding Mistakes and How to Prevent Them
posted on December 11, 2017
Many companies spend a lot of time and willing to pay big money getting their brands established. The ugly truth is that a simple branding mistake can lead to a downfall even the most valuable brand in the world.
The branding mistakes isn’t generated equally. It could happen accidentally or intentionally. Either way, the results can be much more serious on a new business rather than the established ones, because chances are, there’s nothing to hold on anymore after the downfall.
The mistake mentioned above is often the only thing your future customers know about your company, which can obstruct the growth of your company before it even starts.
Sure you don’t want a simple fraction on your branding ruining, or even kill your brand. Below are the most common branding mistakes that can damage your brand and even your business.
1. Branding without focusing on experience
Courtesy of AllBusiness
Undoubtedly, having a strong brand is always advantageous. It can build a positive perception among your customers and receive a spot in their hearts. Thanks to that, it’ll be extremely easier to sell your product or service to them.
Anyway, there are many, mistakenly see the brand as a logo, an advertising campaign, or the good-looking of product packaging. Eventually, your brand is more than that. What your customer feels when thinking about your product or service is the most important when it comes to branding.
Improving your customer experience should be on top of your to-do list. Be timely on resolving customer service issues can be an example. Responding to their emails within a day or apply live chat on your website. The point is, try to establish a system that puts the customer first.
2. Not hiring a professional designer
Courtesy of Dailymail.co.uk
An amateur looking logo is the worst thing can happen to a brand. For the top 500 companies in the world, they already know the importance of a professional look, well-designed logo. But this mistake number 2 mostly occurs to newly established businesses. Spending much money on marketing-posts but lowering the budget when hiring a designer/an agency.
It doesn’t matter if you feel fine with the logo that has already been made according to your company graphic standards, but it’s always worth every second and every penny if you hire a professional graphic designer/agency specializing in branding and logo development.
Ask your designer or agency you hired to create a graphic standard manual that define the color, visual style, imagery, typography, etc., so you can apply it consistently on all your marketing channels.
3. Inconsistency across different channels
Once your designer/agency you hired creates a graphic standard manual or GSM, the first thing you should be doing is to consistently follow the GSM on all your marketing campaigns across different channels. It means your website, social media services, until your company printed materials should be following the GSM.
If you’re not consistent, your brand will end up looking unprofessional and losing identity, making your brand less trustworthy. Otherwise, if you manage to be consistent in applying the brand consistency across all marketing channels, it can set you apart from your competitors and helps the brand itself to accelerate its growth. A consistent brand identity does not only grow customers’ trust, but it also influence your customers’ purchasing decision.
For a better understanding, here’s the contrary sample of what we’re talking above.
As you can see, the coherence between the printed materials and the online platform is generating a strong identity, professional look, and more trustworthy feelings towards clients and to the community.
4. Using obscure copy to depict the brand
Courtesy of Abbateins
There are many brands that also underestimate the importance of copywriting. Poor copywriting can lead to inaccuracies in defining your brand. Using obscure copy to depict your brand can be a major deterioration when you position your brand in the market in hopes of differentiating yourself from the competitors. To make a prominent brand, you need to understand the one thing that makes your brand unique and explain it clearly and accurately
Even a simple branding mistake can make your brand slip out from your branding attempts. It needs to be fixed immediately, because the later you start, the harder of a job it will be. If you find yourself doing any or all of the above mistakes, make sure to fix it as soon as possible before they start undermining your brand.
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