Your brand is key to your business’ identity – it tells the world who you are and what you stand for. It takes the time to establish a reputable, recognisable brand that clients will recognise and newcomers will admire.
Are you building a new brand or revamping your existing one? Here are 5 common mistakes you should avoid – or they could cost you time, money, and credibility:
Misunderstanding what makes a brand.
A brand is not just a logo. It is an expression of your business’ identity and should have a distinctive, relevant look and feel – one that stands out from your competitors. It should also be a priority in your business strategy – your clients need to know who you are, not just what you do.
Ignoring your audience or ideal client.
Your brand needs to reflect your business but it also needs to connect with the people who support it and buy your products. Imagine your target client as a person. Now imagine your brand as a person. How would they connect? What kind of personality would make your brand attractive to your audience and why?
From messaging to look and feel, consistency is key. A wishy-washy brand will yield wishy-washy results. There needs to be a standard across all your brand elements and that needs to be maintained – that’s what brand guides are for.
Going the cheap route.
Trying to design your brand yourself or paying an amateur to do some graphic design work will not lead to the best brand for your business. In fact, it will probably end up costing you valuable time and much more money than necessary. Budget for the help of professionals who understand how branding (and its sister activity, marketing) work and who have the expertise and tools to get the job done right.
Building your brand then forgetting about it.
While the most successful brands display consistent values over time, their look and feel don’t always stay the same. You need to stay in touch with your brand and make sure it stays in touch with the marketplace. There’s a lot of noise out there and life moves quickly – don’t let your brand fall behind because it’s stagnated or outdated.
Want to avoid mistakes like these? Work with a professional marketing agency (like us!) that can help you create a brand that truly expresses your business, what it stands for and its place in the world.