Whether you have just started branding efforts or doing them for years, have you ever thought if they are spot-on or off target? Businesses can invest a lot of money and time on building their brand. However even the most famous companies can make mistakes.
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The fact is that the best branding is a consistent ongoing effort – make a plan, apply it consistently and analyse what you are doing and whether it’s perfect for your brand. But while doing that, you should take care of not doing the following common branding mistakes.
1. Failing to Put the Message as Your Number One Priority
The topmost branding mistake is to neglect the importance of your messaging. The old saying that a picture is worth a thousand words has a secondary value in your branding efforts.
First you should have a cautiously crafted, concise brand message that you can depend on and that will reverberate your target audience. Think upon whether it is unique, deliverable and believable. Are you able to tell what your brand stands for in only 15 seconds? If you are, it’s the foundation of your brand.
2. Having a Herd Approach
You too love certain brands that are not yours. You should not imitate them but learn from them. If you take a “me too” approach, you come to a dead end.
Find out what your competition is doing and then think on what you can do differently. Take help of someone like https://brandquest.com.au/ if required.
3. Trying to Please Everyone
It’s a common mistake made by companies that they try to make everyone happy. Focus is an essential element of success. By trying to please everyone or most, you are dispersing your focus. And when your effort is not focused, it’s bound to fail.
4. Not Segmenting Your Message
However, there is an exception to the above rule (trying to please everyone). Some brands, like hotels, destinations, etc. have to attract a vast array of target audiences. Here’s where segmentation comes into play.
For example, a tourist destination has to tailor their brand messaging for various tourism interests such as outdoors, history, culture and romantic getaways to attract visitors to consider the destination more than a ski resort for example.
5. Not Finding Your Brand Voice
Your target audience will be quickly appealed by your brand if you offer it a voice. Sophisticated or quirky? Nurturing or professional? Breezy or formal? Decide it carefully and choose it wisely.
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6. Changing Just for the Sake of it
Let’s admit it: you will be fed up of your brand message much before your target audience. It’s therefore essential to refresh every few years. But developing brand equity means staying in the course.
In short, you should change your message but the new message should align with the old one and not totally different so as to make your customers think that it’s not you, but someone else.
7. Not Integrating Your Brand into All Mediums
No matter whether your brand is traditional and classic or edgy and hip, it’s essential that you should show those brand qualities everywhere: from the elevator signage to Twitter, from the in-room directory to company’s Facebook page.
Thus a hotel can take its brand integration even up to the hotel robe hanging in the closet, for example.
8. Not Making Your Branding Tools Accessible to Your Team
Once you launch your brand message, make sure your team is on the same page. Don’t miss (skimp on) the brand guide. It’ll be your bible.
From the front desk to back office, each of your team members should be able to speak for the brand easily, communicate to reflect brand’s voice and create basic marketing materials that stick to your brand vision.
Avoid these mistakes and take correct steps as described above for an effective brand building. If you need more help, reach out BrandQuest at http://brandquest.com.au/brand-strategy.