3 branding mistakes to avoid
When you’re building a brand, there are bound to be some pitfalls along the way that you want to avoid as best you can. Branding mistakes that might seem benign in the beginning can often lead to much bigger problems down the line – at which point they’ll probably be difficult to untangle. Here are a few common mistakes to avoid as you develop and build your brand:
1. BEING INCONSISTENT
In order to have a brand identity that’s recognizable and effective, it’s crucial to maintain brand consistency across all marketing materials and platforms. These areas range from more obvious items, such as color hierarchy and font treatments, to less obvious ones like the tone and voice used in your web copy. When these elements lack consistency and cohesion, branding will appear muddled, and your audience won’t have a clear understanding of who you are as a company. That’s why we recommend putting together clear brand guidelines at the onset, so that you and your employees can operate within a set of rules that keeps you on-brand as you build out your marketing plan.
2. LACK OF CLARITY IN YOUR MESSAGING
Being clear and concise in your messaging goes a long way when it comes to marketing. People shouldn’t have to think too hard to understand what it is your company is offering – if they do, you’ll likely lose their business before they even scroll down your homepage (that is, if they even make it to your website). Develop a clear mission statement with a value proposition that’s easy to understand and your audience will be more receptive.
3. TRYING TO APPEAL TO TOO LARGE AN AUDIENCE
As the author and entrepreneur, Seth Godin, says, “everyone is not your customer.” It’s important to clearly define your target audience so you can market to them effectively. The broader your messaging is, the less likely it is to resonate with the people who are actually in need of your product or services. Likewise, casting too wide of a net can dilute your marketing efforts and result in a waste of time, money and resources. Determine who your audience is, what they need, and then clearly communicate how you can solve for that need. Customers want to see that you address their specific needs, and if you come across as a ‘jack of all trades, master of none,’ they’ll move on.
By putting in the work early-on to avoid these 3 common branding mistakes, you’re laying the groundwork for successful marketing down the line. This allows for both short-term effectiveness, as well as long-term scalability. And while this is by no means an exhaustive list, it’s a good starting point for setting your brand up for success!
