Branding is sometimes a tough nut to crack, which is why many businesses make mistakes on the road to branding success. From small missteps to full-blown blunders, it’s important to give the branding process your full attention.
In order to avoid making mistakes, here are a handful of common branding errors your business should be aware of:
Neglecting Branding Guidelines
Although it may seem like the best way to get the job done, simply giving your business a catchy title isn’t all there is to the branding process.
In fact, there are a number of branding guidelines your business needs to keep in mind in order to avoid issues down the road.
- Business Name – Coming up with a business name that’s interesting, yet fits your profession is the first step to branding. If you already have a name, but it’s not quite working, change it early on in the branding process.
- Logo – Not all businesses have a logo, but logos are helpful when visually branding your business. Logos are crucial if you manufacture your own goods or if you hand out freebies with your company name on them.
- Taglines – Glossing over taglines is a big mistake. A tagline is what separates your business from the competition, especially if it’s catchy like a tagline should be.
- Font – This is one of those guidelines that seem nitpicky, but it’s actually pretty important. Pick a legible font and use it throughout your branding and marketing. Consistency goes a long way.
- Voice – You will define your brand with your voice, which is why ignoring this guideline will set you up for failure. So, decide early on if your business is spunky, easy-going, serious, or humorous and stick with it!
Complicating Your Image
Your brand’s image is a combination of the guideline pointers above. If your logo contradicts your business name, your tagline doesn’t mesh with your voice, your logo and tagline don’t work well together; then you’re just confusing consumers with your brand’s image.
The article “Oops! Most New Businesses Don’t Focus on Branding and Regret It Later On” mentions how important first impressions are in the branding world.
By keeping all aspects of your brand clean, concise, and straightforward, you’ll have an uncomplicated brand image that’s worth remembering.
‘Copying’ the Competition
When coming up with a branding strategy, it’s perfectly fine to use other brands as inspiration when creating your own. However, don’t let another brand influence your decisions too much.
Brand copying is more common than you might think and many competitors don’t even know they’re doing it. Because of this, it’s important to gather opinions from others on your branding just in case you’re inadvertently borrowing more of an idea than you might think.
Not Seeking Assistance
Branding a business is tricky, which is why there are professionals who create brands for a living.
If you don’t think you have what it takes to brand your business or the branding initiatives you already have in place aren’t working, don’t be afraid to reach out and ask for help from a professional.
By keeping the mistakes above in mind, you can avoid pitfalls and get your brand firing on all cylinders.
About the Author: Adam Groff is a freelance writer and creator of content. He writes on a variety of topics including branding and marketing.