BUILDING YOUR BRAND

7 Deadly Sins When Branding

3D Brand Agency | 25th Jan 2019

Building Your Brand
Building your brand is no easy feat. Many entrepreneurs never looked into branding as a viable business strategy. As a result, they will never unlock its full potential. Somehow, small businesses have the misperception that “branding” is attainable only by the big boys. While this may be true to some extent, building your brand is actually less complicated than most would imagine.

However, the hardest part is maintaining your brand identity.

Unsurprisingly, the best branding is an ongoing unified effort that never stops. Even the biggest brands can fall short and destroy the brand asset that they so hard try to build, be it deliberately or by mistake.

Here are the 7 deadly sins of branding you should avoid.

INCONSISTENT

First of all, when building your brand guidelines, it is essential to include your business name, logo and tagline application. Furthermore, the type of visual cues in each form of communication and representation, be it inside or outside the organization, has to be aligned. After all, the objective of branding is to ensure consistency of the brand message.

Therefore, ensure that all aesthetics of your business touch points from your website, the banner at your store to your social media post reflects your brand consistently.

Simply put, you do not want to confuse your prospects or clients when promoting your product or service. Even within a split second, people can take notice of certain elements but cannot remember all the details.

As such, your customer must see and hear your name, logo, tagline and colors consistently over a period of time. A good rule of thumb is that a customer must be exposed to your brand message for an average of 7 times before your brand is imprinted on your customer’s mind map.

POOR VISUALS

Pictures say a thousand words. But in today’s day and age, the average person is bombarded by thousands of visual ads a day.

To get ahead, more brands are investing in video production and story-telling to engage their audience. Consequently, this growing trend will raise the bar for content creation and consumption.

In any case, crafting a compelling campaign that stands out among your competitors will take time and effort. In most cases, the benefits will outweigh the investment, generating more revenue for your business. Needless to say, having no visuals at all is a sure way to never get your brand out.

RECYCLING

Although being eco-friendly may rally public support, re-using stale collateral, however, may not give you the same response.

Yet, most entrepreneurs tend to make this mistake often. This is especially relevant for small businesses. Understandably, these businesses stock up on print collateral to offset the cost of engaging a design agency. However, this bad practise may cause more harm than good. They tend to overlook the fact that these designs, over a period of time, will get stale. Thus, they refuse to redesign their collateral until its all gone.

Eventually, the old and outdated materials will cause people to tune out and ignore your message completely. As a result, a short-term gain may lead to a long-term liability, affecting your conversion rates. An alternative is to create fresh collaterals that are relevant and in small quantities, to test their effectiveness.

NEGLECT

All things considered, your employees can be an important brand asset to building your brand. Think of your employees as your brand ambassadors. With the right knowledge and tools, they can communicate your brand message effectively to your prospects.

Presently, social media has empowered individuals to voice out to their heart’s content. Depending on the situation, this can elevate your brand or destroy it.

On the other hand. neglect your employees and they will spread malicious rumors about your business to their circle of friends.

Motivate them, and they will go that extra mile to promote your products and services, helping you to make new customers.

Needless to say, reward them when they are doing it right so that others will follow.

POOR FOCUS

Successful branding is one that is focused on its marketing efforts. Without focus, your marketing plan will be all over the map. What this translates to, is an increased chance of depleting your marketing budget even before you see results.

Despite this, many businesses still fall into the trap of trying to promote every product and service in their arsenal.

Which brings us to the next question. Ever wondered why the major industry players always focus their marketing efforts on one product at a time?

Think Apple.

Apple’s success lies in their laser focus on promoting one product at a time to maximize their marketing efficiency.

Ultimately, the key to building your successful brand is to identify and stick to your core product or service. Always capitalize on your unique selling point to differentiate your brand from the competition. Eventually, your customers will come to you when they need your product or service.

UNDER-LEVERAGE

It comes as no surprise that the best marketing any business can have is the word of mouth. Get your existing customers on board in building your brand and getting your word out. Don’t be afraid to ask for feedbacks on what they think of your ad, products or service.

Get them involved in branding your company and they will be more than happy to help you promote your brand to their friends and families. After all, building a strong brand is about building trust through your promise.

INDISTINCTIVE

Truth be told, no business is completely unique. Quality may be what separates good products and services from great ones. Unfortunately, that alone may not be sufficient in establishing your dominance.

Naturally, building your brand requires researching your market and target demographic, from their interests to their pain points. Only when these facts are ascertained can you craft highly targetted brand messaging that resonates with your audience.

Implementation starts from within your organization. No one will know your core business better than yourself.

CONCLUSION: BUILDING YOUR BRAND

In conclusion, it is up to you to ensure that your brand message is communicated effectively to your customers by ensuring your employees embody your brand values. Ultimately, successfully building your brand will depend on your ongoing efforts to implement them in all your communications and customer touchpoints of your brand.

If this post has been helpful in any way, feel free to share it with friends or family.

On a side note, if you are building your brand but can’t decide on where to start, get in touch at [email protected]

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