Success isn’t necessarily determined by its first appearances, but getting it right, early enough, is refreshingly rewarding. While some brands can boast of hitting the right cords with their first campaigns, others cannot say the same – it was a process that involved some avoidable branding mistakes before they got it right.
As in human nature, Brand Experts aren’t perfect. The many mistakes abound in the waters of business are inevitable. However, when we tread carefully, sticking to a winning formula, there’ll be little room for crises.
Here are 5 Fatal Branding Mistakes You Should Avoid for Better Results
1. Expecting quick results
The idea of branding seems fascinating and rewarding, and most business owners cannot wait to lay their hands on the returns, and they adopt the get-rich quick mentality, expecting to break the ceiling in the shortest time possible – When that doesn’t happen, they are discouraged and reluctant.
Like most good things, effective branding is done with vision for the long haul. There’s the planting, growth and maturity seasons which lead to a bountiful harvest. Rushing things will result to having a half-baked brand which cannot stand the test of time.
2. Weak foundation
Starting off a brand begins with an identity which makes up your foundation. And the first thing that comes to mind, at the mention of identity, is a name. It’s amazing how an “ordinary” name can make or mar your brand in the long run.
Brands with a good name have a flexibility that allows such businesses to perform to their maximum potentials without any limits, and also outlive their founders. Your name shouldn’t only be recognizable in your presence, but also in your absence.
A good name is great but having a good logo adds more to the greatness of your brand as it gives your brand a visual identity. In the event that your name cannot be remembered, your logo should save the day.
3. Creating multiple brands
So you have a bubble of ideas, and creating a brand for each of them seems like a good fit. Hold on – it isn’t such a great idea. Working the work isn’t as easy as it plays out in your head. Are you familiar with the rule of one? It’s a strategy that brand experts implore to achieve the best results.
Branding requires a lot of creativity, work and finance to bring it all to fore. Multiple branding demands divided attention, and your inability to give each brand the needed attention results to a problem. In the absence of adequate resources and expertise, it’s safer that you don’t bite more than you can chew.
As your brand grows stronger, you can strategically introduce other items under it, and leverage on its already established strength to get maximum results.
4. Inability to be different
You aren’t the only one offering a particular product or service – the market is saturated. If there are so many options, why should a prospective customer choose you over others? There has to be a justifiable reason why you should be the choice, and the best way to go about it, is to be different in a good way.
What’s your unique selling preposition? What’s that one thing you have that cannot be easily found elsewhere. This should make up a bulk of your campaigns – spreading the word about your expertise to deliver on it.
5. Disregard for integrity
It’s pretty easy to attract customers and increase your clientele by promising to solve all their business needs. The question is, can you put to action all you have offered to do? It’s either you have the expertise and resources to do them or you don’t.
A brand whose integrity is in question is most likely to be avoided like a plaque. In order to avoid this, it’s important that you communicate, expressly, your promises at every given stage of your transaction with clients. If for some reason, you cannot fulfill a promise made earlier, it’s important that you inform clients beforehand, and offer an alternative resolution.
While building a new brand, you can avoid the many branding mistakes others have made in their branding journey by learning what to do, what not to do, and tailoring your findings to the individuality of your brand as it isn’t a one-size-fits-all affair.