Branding mistakes are very common with startups and even larger businesses. Established companies that have huge budgets can make huge mistakes when rebranding.
At the end of the day, branding is how you convince people to choose you instead of another brand. This is why you have to absolutely avoid the following branding errors, regardless of what you do, from social media campaigns to search engine marketing.
Not Creating A Brand Strategy First
Branding without a strategy is doomed to fail. It is vital that you understand your competition, strategic positions, your industry, your brand, your customers, and more when you create your strategy. Also, you have to understand what your business objectives are. Simply designing a logo is never enough for a good branding campaign.
Experienced marketers create a brand strategy by working with designers, strategists, and clients. They want to determine marketing and business objectives.
Using A Cheap Brand When Starting Out
It is very common to see businesses use very cheap design services and online logo makers to create their initial brand. While it is completely normal to think about budgets, this does not mean that you can expect success with a bad brand. Also, if your branding is cheap, clients might remember when they interact with you again, even if your brand is drastically improved.
Cheap logos are available but you should avoid using them. The logo you use needs to be created based on your brand strategy.
Not Differentiating The Brand
One of the huge branding misconceptions is that you need to be just like all the rest in order for the customer to understand what your brand is about. This is incorrect. In reality, when you look the same as everyone else, there will be no reason for you to be memorable and the customer will simply not remember you.
With really good design, you stand out. With a design that is just like the rest, you just fit in. And at the end of the day, every single business wants to stand out.
Build your branding based on your company culture and who you are as a business. Do this based on your vision and your mission, not based on trends and others.
A Failure To Connect With The Best Audience
Simply put, connecting with an appropriate target audience is vital for the success of your business. Unfortunately, most business owners just look for some designers who they like. Then, they get the work done. This is an inappropriate approach that would not create strong branding.
You have to learn as much as you can about the target audience before the branding process starts. This includes who they are, what they do, geographic location, needs, income, and anything else that might be relevant to what you are selling.
You basically need to connect with the customers and you have to do it personally. If this does not happen, your competition surely will. Personalization is nowadays so much more important than it ever was. Customers are smarter and they know they have options. They will want to buy from someone they trust.