Common branding mistakes and how to avoid them

Photo by Daniela Holzer on Unsplash

Mistakes are normal, but precautions must be taken to make sure we avoid making them as much as possible. Here are some common branding mistakes and how to avoid committing them.

1. BRANDING IS MORE THAN JUST A LOGO

The first thing that comes to mind when you are rebranding your company is to change your logo for a fresh look. However, branding comprises of more than just the logo – it is a full marketing strategy. A logo is simply a visual reminder of your company, but your brand is what customers feel when they think of you. Create a branding strategy that encompasses all touchpoints instead.

2. NOT FOLLOWING BRAND GUIDELINES

Brand guidelines are more than just fonts, colours, tone, and the type of imagery used – the littlest things such as the way your customer service staff answer phone calls are part of it too. Brand guidelines are in place to ensure consistency, and to make sure that your company sounds like one person. Make sure your employees follow the brand guidelines strictly so you can make your branding as streamlined as possible.

3. USING TOO MANY INDUSTRY TERMS

Depending on your industry, jargon can be words that do not make sense in the ‘real world’. As we are rooted into our jobs, we often forget that our audience might not understand what these terms mean. Simplify your marketing collaterals by writing in simple terms that everyone can understand. This way, your audience will not be alienated by the complexity of your words.

4. ATTEMPTING TO APPEAL TO EVERYONE

As businesses, it is natural to want to capture the largest market share possible. Thus, it is no surprise that during the rebranding process, many try to use neutral tones to try to appeal to all demographics. However, doing this makes your company seem nonunique, and it will be tough to stand out. Decide on a few key demographics that your company would like to focus on and try to appeal to them instead. This makes sure that you manage to obtain loyalty from a core group of customers who you can then branch outwards from later.

5. DO NOT EMULATE YOUR COMPETITORS

Sometimes, the easy way out when tackling your company’s rebranding is to look at what your competitors have done, see what you lack and fill in the gaps. Despite the convenience, there is a multitude of reasons why it is not a good idea – one being that they might not be targeting the exact demographics you are hoping to attract. A company’s branding strategy is customised to fit them and only them, and often, it will not work well for you. Personalise yours to fit the needs of your customers – only you know them best.

6. TRYING TO DO IT ALL BY YOURSELF

Branding is tough, and that is why it is easy to make mistakes if it is your first time doing so without a proper marketing and branding strategy. By hiring branding agencies to do the job for you, you can leave your vision in the arms of professionals while you reap the rewards. Convergence Concepts can help with your branding needs and develop a brand that your customers would love.

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