The most costly mistake you can make as a business owner or marketer is to underestimate the power of effective branding and marketing. For some, they are too busy with other commitments to adequately nurture and grow the business, or have limited finances to sufficiently build and maintain a brand.
It is almost always likely that before a business idea crosses your mind, some people must have already started something very similar. This means that you need to strive to stand out from the crowd so that your brand voice is heard and recognized for what it is.
Branding Mistake You Must Avoid
To build and maintain a powerful brand, there are some common branding mistake that you must avoid at all costs. With all the fundamental knowledge and the right mindset, you’ll be able to build and maintain a business that gets the attention it deserves.
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In no particular order, we’ve listed the common branding mistake you should avoid at all costs and how you can correct them.
No solid brand identity
Very often, companies start without establishing a concrete brand identity. This is perhaps the most fatal error of all on our list and everywhere else. It’s like heading to the war front unarmed. You are bound to face defeat.
Businesses without a clear idea of who they are won’t be able to connect with or help their prospect & customers on a deeper level.
When potential customers aren’t sure what your brand really does or how it can help them, they look elsewhere.
As a company, it is important to know how to express who you are.
You need to have a strong idea of your brand message, values, look & feel. Successful marketing campaigns are built around a company brand identity.
If your brand identity and standards are very clear, then you will be able to target the right audience as well as keep their expectations and theirs in sync.
Poor brand presentation
The saying goes that how you dress determines how you are treated. Perhaps no other context reproduces this saying as accurately as the trademark.
A poorly presented brand is a sure way to lose business opportunities and even existing customers to your competitors.
How would it feel to visit a popular home maintenance company for the first time and walk into the building, witness a ruthless assault on a dilapidated structure old paint on cracked walls, water leaks, damaged ceilings, clogged gutters & elevator? defective? Would you trust such a business enough to take care of your own home maintenance needs?
All aspects of your business the structure of the building, your staff, your products and services, your properties, and your values must create a positive and lasting first impression in the minds of your target audience. (Branding Mistake)
Most of that customer impression comes from the visual presentation of your brand. The diplomatic saying, Don’t judge a book by its cover just doesn’t hold true in the cutthroat world of branding. If you must step up in business, make sure it’s well covered in a brilliant gloss.
Poor website optimization
Your business website is just your business in a digital space; Don’t underestimate the power of the Internet. A company online presence expands its reach to a larger audience and creates more awareness of its brand.
Research shows that about 64% of small businesses have websites. And 70-80% of people research an online business before taking any further steps with the business.
That said, if your business already has a website, it’s a good first step and you want to make sure it’s very well optimized. This means that it has to be fully functional & responsive, fast, easy to navigate, easy to use, and beautiful. Furthermore, the content should also be maximized with rich information, attractive graphics, quality videos, user-friendly forms, and other important related materials. (Branding Mistake)
Work with an experienced designer who will make sure all the important key elements are there logo, navigation menu, search box, social media links, featured images, custom written content, and footer. Studies have shown that these are the 7 most vital elements of a good website. These sections of a website attract the most visitors and are also an integral part of an all-round positive user experience.
With free online tools like Google Analytics, you can learn more about all the important demographics of your website visitors and other metrics, such as the number of visitors, the platforms the visitors come from, the geographical location of the visitors. visitor site activities, time spent by visitors, and a host of other vital statistics. This will help you make useful and informed adjustments & marketing decisions that can elevate your brand.
Frequent updates will help your website and business pages rank higher in search engines. If you are at the top of the list, your business will be more visible to potential visitors. (Branding Mistake)
But what if you don’t have a website yet? Don’t let your business get left out. Most brick-and-mortar businesses are moving with the trend of creating a strong online presence.
Constantly changing your brand style will only do more harm than good.
Over time, customers come to identify your brand with certain qualities, perceive it from certain perspectives, and associate it with a particular theme.
Be that brand that will always be there for them all the time, the same way every time. Create and maintain a timeless personality and culture that stays consistent with your customer experience.
Its trademarks, logo, fonts, colors, messages, culture and experience take on meaning over time. There is no need to constantly change them every year. (Branding Mistake)
We understand your need to stay current, but whenever you make the decision to rebrand, make sure it’s absolutely necessary to do so.
And in any case, you must be careful not to stray too far from the association that made you unique and prolific in the first place. Even your most loyal customers will be dissatisfied with any major or sudden changes.
Poor staff orientation
When employees focus on their individual responsibilities, it’s easy to overlook the larger brand image. All of your staff members should not only be properly educated on your brand position, but also encouraged to share your brand mission, vision and values. They must strive to live up to it, inside & outside of their work environment.
A clear brand guide will help train your staff consistently. The guide might list requirements on employee dress code, employee conduct, staff-client relationship, among other things.
Arguably your staff is your greatest asset; your employees are your heroes. Your fan base starts with them. They must be trained to educate their prospects and current customers about the company goals and values, as well as providing an outstanding brand experience. Customer-centric service will potentially turn your target audience from mere customers into raving fans.
It starts with a well-trained and passionate staff.
Creating your brand identity in a rush
As we have already mentioned, it is important that you create a brand identity that stands out. This starts from the brand conceptualization stage, when you need to take the time to carefully assess your brand mission, vision, values, and personality.
All of these elements must work in harmony for future marketing purposes.
If tomorrow you want to create promotional graphics for your brand, your designer will work with your company brand identity in mind to produce results that accurately reflect your brand. Take the time to create a brand identity that you are proud of. Do not rush.
These ten common mistakes equate to a significant loss of money, resources, and opportunity for any business.