The way your brand is received right from the start all comes down to your branding strategy. So many companies, large and small, get it so very wrong and the consequences can be colossal.
When it comes to your own brand strategy, are you making any of these common mistakes that could be costing you customers?
You’re Being Too Broad
You can’t please everyone with branding, but that doesn’t stop many companies trying and failing.
It’s a common misconception that your branding needs to please as broad a spectrum as possible. Unless your company offers products and services that all appeal to the general masses, then this isn’t necessary.
What is important is that you please those who matter most to your brand. Your products and/or services may appeal to a number of demographics, but you can’t necessarily cater to them all in full with your branding.
It’s important to focus on the core target customer, catering to their wants/needs and values and you will find that a lot of these aspects will overlap into the other demographics that you sell to.
You’re Ignoring Your Competitors
Too many companies forget that one of the vital aims of branding is to set them apart from their competitors.
It’s important to know what your competitors are doing to position themselves in the market. What are they doing well that the audience respond to? How can you compete with and set your brand apart from them on this? What are they doing not so well that you can get an advantage on them with? What do you offer that they don’t?
Taking into account your competitors’ branding when developing your own brand strategy will ensure you are setting yourself apart from them in your customers’ eyes.
You’re Not Being Consistent
Whether you are rolling out new branding, updates to existing branding or just maintaining your current brand across a plethora of channels, consistency is key.
Don’t fall into the trap of having mismatched branding and messages going out across various marketing channels. While it is important to adapt messages to appeal to the audience depending on the channel you are using, it’s vital that you don’t lose sight of the original brand message.
Having a strong set of brand guidelines that can be referred to when creating communications for any marketing channel is a good way to ensure the core branding doesn’t get lost in translation across channels.
Want to learn more about developing a successful brand strategy? We’re running a short course on 6th July 2015 in Oxford designed to help professionals looking to build a strong and powerful brand.
To celebrate our 19th birthday we’re offering a 19% discount! Head over to our Facebook page to claim your discount and be entered into a draw to win your short course place for FREE!