The idea of branding your company can seem like an abstract concept and it can be difficult to launch successfully. Problems can arise before and at the launch of the brand and it’s important to make sure your company is making decisions that are in line with your brand on a day to day basis. In order to keep your brand protected and valuable, be sure to avoid these mistakes that even prominent companies can make.
Not understanding what a brand is
When most people think of the word “brand,” they’ll inevitably think of both the logo and tagline associated with it, like McDonald’s golden arches and tagline, “I’m lovin’ it.” While the logo and tagline are extremely important, they’re not the only pieces to the branding puzzle. Your brand is the summation of the ideals of your company, what the focus is, and what they care about.
Not knowing who your audience is
It’s nice to have universal appeal to a wide range of consumers, however, many companies need to hone in and focus on their target market. To ensure you avoid this error in branding, make sure your marketing efforts are focused in on the consumers that are most likely to be interested in your product. Some form of marketing research is also essential as it will allow your company to become more knowledgeable in the consumers that will be buying your product or service.
Not triple-checking what you send out
Some of the biggest marketing blunders can be blamed on simple editing oversights. Make sure that anything you post, send, or advertise is in line with your brand and does not offend any groups. There have been more than a few examples of corporate tweets that were sent out in bad taste or ads that ran that just failed to connect with consumers. Whatever the case may be, make sure your team is making sure the materials that are being sent out are, in fact, in line with the brand.
Not being consistent
Consistency is crucial in branding and marketing because it allows the consumer to connect to the brand on an emotional level. Be inconsistent and people will not be inclined to follow your brand.