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“Too many people overvalue what they are not and undervalue what they are.”
– Malcolm Forbes
Malcolm Forbes reminds us of the classic branding mistake that everyone tends to make. That’s because most startups get caught up in the competition. You want to do everything and anything you can to make the cut. That includes mimicking popular brands,stirring controversies, and failing to set a standard.
These gimmicks steer you away from your true value proposition. Subsequently, it decreases the public’s interest in what you’re offering.
You wouldn’t want that, would you?
To help you out, we rounded up common branding mistakes and how you can avoid them.
Let’s have a look:
Whether it’s your brand logo design, a catchy slogan, or brand story, you need to create a distinctive brand image. Or offer services in a way that sets you apart from the countless competitors in the market.
The main idea is to avoid creating a brand image that is cluttered with clichés and generic ad copies. You can do that by aiming for something fresh, engaging, and exclusively yours.
Here are some questions you can ask yourself to build your brand persona:
You can use these answers to create a checklist. Then use that list to create a consistent and customized brand. That way, you have a better chance of becoming memorable.
Worse than a brand with no identity isone, that is all over the place. That means you are consistently churning out content that doesn’t conform to your brand image. The inconsistencies indicate that you aren’t sure of yourself.
For instance, look at IKEA and its promotional campaigns. From the simple setup, negative spaces, to the crisp content, everything matches their minimalistic style.
Creating a branding template can help you avoid this branding mistake. It could include typography, use of the logo, color palettes,and graphics. Also, think about the tone and voice you plan to use in your ad copies.
Once you have set your rules, make sure that the marketing team doesn’t break them. That way, you will have an easier time getting brand recognition that you deserve.
We’ve all seen the best brands face a lot of backlash after gaffes and cultural appropriation (e.g. Gucci blackface controversy). That’s why you should consider public perception and social norms before running marketing campaigns.
A smart way to detract branding mistakes like these is by opening lines of communication. Instead of pointing fingers at the cancel culture, try to understand what they are saying. Listen to views,constructive feedback, and customer expectations. Then use that information to shape your next campaign.
As a result, you can ensure that you don’t make the headlines for the wrong reasons. The brand strategy is also useful for reviving old brands and restoring faith in public if something does go amiss.
In the end,the greatest brand strategies come from consistency, customization, and feedback. Using these three things allows you to keep branding mistakes at bay and build a stronger clientele.
Best of all,maintaining a brand image generates more brand awareness, conversions, and credibility.
Which of these branding mistakes have you made? Head over to Four Stage Branding to reinvent or create a powerful brand presence.
