Here’s a quick summary of the most common branding mistakes and some brand-building advice.
- Not taking the time to develop a brand platform
A brand is a set of perceptions that live in the mind of the customer. If you haven’t even identified what perceptions you want to own with your target audience, how on earth do you expect to build those perceptions? The first step is deciding what those perceptions, known as brand pillars, should be:
a) they must be meaningful – something that the target customer wants
b) they must be credible – something your brand can own
c) at least one of them should make your brand different from the competition.
- Your brand is not focused tightly enough and you re not communicating consistently .
Branding is often about sacrifice and letting go of the desire to appeal to everyone .
Do a good job of clearly and consistently communicating your brand messages in multiple ways. Keep your message simple and the chances of owning it are much greater.
- Not having a Plan B
There are many businesses that think a brand is something you establish and then it takes care of itself. You should constantly refine and revise your offerings to deliver better quality and adapt to the changing needs of the market. Not all branding strategies will work the first time. In those instances, you need to be ready with a second plan to ensure that recovery is immediate.
Managing a brand is not easy. But you must always understand that your business is more than just its products and services. Success depends on the way you shape the experience of your customers. This is what defines your brand identity.
- Not realizing the importance of brand cascading
It’s a common mistake is to lose sight of the fact that a big part of a brand is the people behind the brand. If your people don’t know how to live and breathe the brand, how do you expect the brand message to get through to the target audience? Brand cascading sessions – in which employees brainstorm ways they can help bring the brand to life in what they do each day – are critical to strong and consistent brand delivery at all points of contact with the target. These sessions not only serve the purpose of communicating the brand essence to employees, they also involve the employees and get them thinking creatively about how they can help bring the brand to life in their specific areas. It also helps get everyone, regardless of individual roles, in the mindset of serving as brand ambassadors and not simply as employees.
- Not focusing on first impressions
There’s no logic in trying to get an audience before you’ve established what your brand is about. Branding is the first step to entering the marketplace, and you should prioritize it before trying to make money. The first impression is always the first point of contact between your brand and the customer