Unmistakable branding mistakes that aren't unavoidable.

Developing a brand is one of the most important investments you can make in your business. When done the right way, it can help you accelerate the growth of your business by being laser focussed on the things that make your company unique. Plus, a well-defined brand can help you make better decisions. And though there may never be an end to your branding efforts, you need to start somewhere. That means building a brand foundation that will help guide your marketing and communications, but also help reach your business goals. 

We’ve spent years refining our process down to nine steps that every brand must complete to build a solid foundation. We’ve also seen companies make some big mistakes. So what should you avoid doing while building your brand? Here are four common mistakes we often see:

1. Not doing your homework.

Understanding your company’s history, customers, competitors, and markets is essential groundwork when creating an authentic position for your brand. Without these inputs, you run the risk of misalignment between who you are and how you’re communicating.

Take the time to research the key players in your category. Who’s doing it right? Who’s doing it wrong? How can you separate yourself in the most unique and compelling way? What does your customer want or need that isn’t being met? The more you know, the more your brand can grow.

2. Lack of understanding of your current brand’s equity:  

You may think no one knows your brand, or conversely, that your entire market knows your name and what you stand for. Before you delve into a long rebranding process, make sure you truly understand how your brand is currently perceived in the market so you don’t inadvertently step away from something with hidden equity.

Name recognition is great. But what that name stands for is what really counts. Do some research on what your reputation is in the marketplace. Good or bad, you need to know how your consumers and competition speak about you. Then, you can decide if you want to build on it or change the conversation.

3. Following too closely to the leader:  

Maybe there’s a leader in the category that your product is actually superior to. Or maybe you’re tempted to become a look-alike to a well-known brand. Copying a competitor’s identity won’t do anything to showcase what makes you different. If you’re perceived to be just like the other guys, you’ll miss an opportunity to build a loyal customer base.

Yes, you should study and understand why your competitor is considered the leader. Then, you should figure out what might be missing and fill that hole. Zig when they zag. Why follow the leader when you can go in a better direction—your own.

4. Failure to launch:  

After all the hard work building an authentic, differentiated, and relevant brand, many companies forget the most important part—introducing and reinforcing the brand to the world. Make sure you have a strategy for activating your brand, as well as built-in training for your internal teams to ensure everyone’s on the same page.

Make sure that the “same page” is simple and clearly communicated. Leave no room for individual interpretation. Teach your people to speak the same language when it comes to your brand. Then, bring it to life in everything you do from how you answer the phone to the look, feel, and tone of your website. Launch with conviction and consistency. Then, protect the integrity of your brand every day after that.

Is it time to Craft a better brand?

We have developed a program that helps businesses differentiate, resonate, and communicate with target audiences, then identify the competitive advantages that make their brand unique and propel growth. It’s called Brand Foundations. And it can turn your unknown business into a recognized and respected brand.

We’d love to help you with your brand homework. Schedule your brand assessment today.