A brand is the essence of a company, serving as its character that communicates to customers what to expect when engaging with it. However, in the quest to establish a strong brand, businesses often make mistakes that can hinder their success.
Let's explore some of these pitfalls and how to avoid them.
Allowing Ad Creative to Dictate the Brand: One common mistake is letting ad creative dictate the brand, when in reality the creative should support the strategy, not lead it. Your brand should be consistent, regardless of the locations or the variety of products and services you offer. Inconsistency in messaging can confuse customers and dilute your brand identity. It's crucial to ensure that your ad campaigns align with your brand guidelines to maintain a unified message. Don't put out ad creative just because its funny or cleaver, if it doesn't align with the overall strategy. Remember, building a brand is a marathon, not a sprint.
Failure to Understand Your Target Audience: Understanding your target audience is pivotal for effective branding. Many companies focus on their target market but overlook the diverse audiences within it. Take McDonald's as an example – their Happy Meals cater specifically to children, but the overall target market includes parents. Tailoring your brand to different audience segments within your target market enhances your ability to connect with them on a personal level.
Being Too Broad in Branding: Some businesses make the mistake of being too broad in defining their brand, fearing they might alienate potential clients. However, specificity is key. The more you understand your ideal customer and tailor your messaging to them, the more impactful your branding will be. Clarity and honesty in your messaging resonate more with audiences than generic appeals to everyone.
Being Company-Centric Instead of Client-Centric: A common branding mistake is being too focused on the company itself rather than the client. Successful brands prioritize customer needs and preferences. Being client-centric allows you to build a more meaningful connection with your audience, fostering brand loyalty.
Different Voices for Different Executions: Maintaining consistency across different platforms is crucial for a successful brand. Small to mid-sized organizations often struggle with this, presenting different brand identities across various channels. Establish a central brand strategy for your campaign, providing a consistent "feel" across platforms while allowing for necessary adjustments to suit different audiences and formats.
Cheap Production: Investing in quality production is as important as planning your campaign strategy. Cutting corners on production quality can convey a negative image of your brand. Just as you wouldn't show up to a job interview in an old t-shirt with stains on it, subpar commercial work reflects poorly on your company. Allocate a budget for production that works within your overall campaign budget, while ensuring that the quality of your creative aligns with the message you want to convey.
The bottom line:
Your brand is your most valuable asset, embodying your values, mission, and promises to your customers, so it's important to ensure every experience and interaction reinforces and enhances it. But it’s not always easy. Even some of the world’s most recognizable companies have suffered setbacks in their mission to establish, grow and maintain their brands. The good news is that you can learn from their experiences and avoid making the same mistakes.
Avoiding these common branding mistakes will help your business create a cohesive and impactful brand identity, setting the stage for long-term success. Remember, a well-executed brand not only attracts customers but also retains them by building trust and loyalty.