A lot of companies make the same branding mistakes and this will cause their brand to lose value. One wrong decision can have lasting and damaging consequences that can be felt almost immediately. What follows are 5 of the most common mistakes, that people make in regards to branding.
Altering your core message
A change in management can often mean that the new arrivals want to make changes to the brand. Change without real reason is often a recipe for disaster. When you change your message, it can confuse customers or even turn them against the brand altogether. For example, if you relate your brand to exclusivity and you suddenly start to popularize it then this could turn off some loyal customers. It might be allowable to alter your visual brand identity but you should avoid altering your core message.
Failing to engage with your audience
It doesn’t matter how big or small a company is, they still need to have a good relationship with their customers and be able to connect with them.
Making price the basis for your brand
If your brand is solely based on price then it is highly probably that somebody will be able to do better than you on price. The fact is that value alone won’t make you stand out from the competition. You need to have something that is going to make you stand out from the customer. It is far better to create your brand around benefits instead of price; doing so will attract loyal customers. If your loyal follower has benefited from your product they will not be so worried about price.
Promising too much
It is important that you are able to fulfil all your promises. You should avoid trying to make your business sound better than it is. For example; if you are promising a friendly service than this needs to be evident in every aspect of the contact you have with your customer. Honesty is a vital part of successful branding; make sure you faithfully follow your brand promises at every level of the business.
Trying to leverage off other brands
It is better that you create your own niche rather than trying to muscle in on other businesses. Try and target a sector of the market that you are after instead of trying to compete on the same level as the competition. Create your own message and ideas, because the ideas of others won’t suit you as well. If you have a different angle in an industry then there will always be room for you. Make sure that you are adding something such as a different look or better value. Research your market so that you can find what they are after.