5 branding mistakes to avoid
Your brand is a very important asset to your business, and there are some mistakes that it’s definitely best to avoid. Some can be extremely damaging and can really halt growth, Some can break a brand completely.
Here are 5 of the most common branding mistakes I see…
Branding mistake 1 –
Being the same as everyone else
Step away from the pre-made templates, share content that is unapologetically and uniquely you!
With the increasing popularity of cheap and free design options the world has become a little copy and paste. To be a great brand you absolutely have to stand out from the sea of others. Be original, think outside the box and make your marketing a real scroll stopper – or get a kick ass graphic designer to help you do just that!
If you are a smaller business and can’t have graphics created round the clock then a bank of original branded graphics that you can use in multiple ways is an extremely valuable investment.
Imagery and copy are also hugely important. A strong brand voice as well as original photography just kicks boring copy and stock photos out of the water any day! If you need any of these services for a project I can recommend some brilliant people too.
Branding mistake 2 – Not understanding your purpose
This is a big one – you need to know why your brand exists and what problem it solves. Be aware of what makes you unique and why there is space for you in the market. A brand with a clear objective will always shine through against a competitor who appears to exist just to make money.
Go back to your brand values – what do you do do as a business that your competitors don’t? Look at ethics and your general moral compass. These days consumers put a lot of trust in brands to do the right thing – if you have strong ethics on staff wages, an impressive environmental policy or an impeccable record for delivering service that goes over and above then that all needs to come through in your brand.
Check out my blog on brand values click here.
A good way to gain clarity on your purpose is to write a mission statement.
Who do you work with? what do they get from you? and why is it second to none?
Branding mistake 3 –
Not being consistent
With both your visuals and your timings. people will get used to your brand if they see it regularly and it always has recognisable features. This will make it much easier to recall you when they need your product or service.
If in doubt refer to your brand guidelines. If your brand colour is red don’t all of a sudden switch to blue. A good set of brand guidelines will have a set colour pallette and tyefaces you should use religiously for this reason.
If you dont have any solid brand guidelines give us a shout!
Branding mistake 4 – Your brand isn’t speaking to your audience
You may be trying to catch a fish with the wrong bait. This is where a little strategy needs to come in. Who do you want to buy your product or service?
You need to figure this out in detail. Think about that one ideal customer that could land on your site or walk through your door. Who are they? Do they have a job? What in their level of income? Do they have a family? What car do they drive? Where do they go on holiday?
You might think this is overkill but the more you understand your customer the better you understand what they want to see. Think of some other brands that might have the same audience type – look at what they do? take inspiration (without copying.)
And remember Just because the latest design trend features neon type and glitch effects doesn’t mean its right for your brand. Think carefully when following trends and never compromise your brand. If in doubt always consult your brand guidelines.
Branding mistake 5 – Your brand doesn’t reflect your value
This one is incredibly damaging if done wrong. If you want to build a luxury brand then it needs to look sleek and expensive – step away from the memes and avoid those overly quirky fonts, use space well and don’t overcomplicate.
Similarly if you want your brand to look affordable and accessible to a wider audience then choose brighter colours and you can afford to be a little more playful and quirky with your visuals.
Theres a lot of psychology at play when we see brands – for example darker colours, special print effects sich as foils and textures on packaging and serif typefaces all make us perceive a product to be more expensive.
Need a brand creating a brand?
Or need a little help with your existing brand?
I can help you create a new brand or offer some advice or tweak an existing one. If your brand isn’t quite working you can either loom at a full rebrand or a gentler brand evolution. I will be on hand to help with both the strategy an the design and can offer longer term support if needed.
Simply tap the button below and leave your details requesting a call back.
Or if you’d rather chat, I know we’re all busy people so this may be the quickest option, then tap the second button to give me a call. If I can’t answer straight away I will always call back as soon as I can.
Recent Comments