Owning any sort of business requires good branding. One of the most important aspects of a business is its branding, for it will represent your company to your consumers. Branding agencies were born out of this important aspect in owning a business, these agencies create the most appropriate brand that would help thrust your business to the top. However, if you brand your business inappropriately, it could be disastrous.
Everything about your business needs to be branded, from logos to websites, all the way down to your business card. To elude the horrors of facing a failed brand here are 7 branding mistakes you should avoid.
The 7 Deadly Branding Mistakes
Brand and Target Market Mismatch
Creating a brand that doesn’t fit its target market identity is a very big mistake. Having a classic and old school type of company brand does not simply rebrand itself as a trendy and new school company brand because it does not cater to the trendy and new school market. Rebranding just to change the company image will never be successful unless it is accompanied by changing or adding new products or services that caters to a different target market. Remember to always match your target market.
No Knowledge of Your Market
One of the key aspects of a business is knowing your market. The company must have knowledge of what it’s catering and what target market is the company catering to. What does the company offer to the market? How does the company’s brand cater to its market? Failing on this aspect would result in the failure of your brand. The solution to this is market research, create surveys or questionnaires and understand precisely what your target market needs.
Never be inconsistent, especially when branding your business, as it is what represents the business. Inconsistency for your brand shows that it is undependable and it will in turn represent that in-dependability onto your business. Branding for your business should be matching all throughout any form of media, from the logo, company name, company background and it also includes your website and even business cards.
No Follow Through
Stick to what you can provide and know your company’s limitation, never brand your company to be the best in the industry when in reality it’s just getting its feet wet. Never create a brand that indicates a superior brand but doesn’t follow through with its products and services. Be sure that the company knows what it’s capable of and base your brand through it.
Not Utilizing Loyal Customer Base
Using your loyal customer base for feedback and suggestions is a very effective way to improve your company’s brand. See what your customer and their families response and have them talk about your brand. Getting their opinion about altering the company brand whether it is successful or not and using their opinion to promote your brand.
Stagnant companies are companies that have stuck with what was successful for their business long ago, and are afraid of losing their previous success through change. This greatly affects the company brand as it becomes too old and boring. An effective company needs change in order to keep up with the new competitors, this change not only involves the visual aspect of your brand but also its interior. The company must be on the same page with your brand and those who do not welcome the change must either be replaced or re-indoctrinated.
Limiting New Materials
Most companies use marketing materials and your company usually buys truckloads of these materials. Unfortunately these materials tend to get outdated really fast as new products and services gets introduced or even special promos and events. By keeping the old marketing materials and limiting in acquiring new and updated materials actually makes the company lose profit and also tarnish the company’s brand by providing outdated and irrelevant information to its prospective consumers. Design marketing materials that could keep up with the changes within the business.
By eluding these horrible branding mistakes, your business should be well off and will soon be one of the successful businesses.