Brands often fall into the same traps on the path to success. How can you avoid these traps and ensure that you are headed in the right direction? Below I have outlined some common branding mistakes that you can avoid in order to yield better results over the long term. Branding mistakes that revolve around purpose, target customers and long term goals need to be addressed and avoided upfront, while things like the mobile experience, content and social media will need to be optimized over time.
1.) Looking & Sounding Like Everyone Else
When all brands look the same then the cheaper price becomes the differentiator. When you differentiate based on price it becomes a race to the bottom. There are many ways to differentiate your brand but one way that is central is having a distinct way that your brand is perceived ( e.g the look and sound or experience)
You need more authentic differentiators that don’t sound too generic like “Good customer service.” You can use the power of design to convey your brand’s difference and create a more distinct experience that helps your brand stand out in a crowded marketplace. Also, if your product, logo or slogan looks or sounds like another then that can lead to confusion or even legal cases if it has already been used, registered, trademarked or patented.
2.) Specializing In Everything To Everyone
This is one of the most common branding mistakes because people think by serving everyone they will have more customers. But If you try to be everything to everyone, you will become nothing to no one. Only brands like Walmart and Target sell everything to everyone because they are offering the lowest prices. If you are a small business owner then it will be too risky, overwhelming and not very profitable. By picking a specific niche or category, you can strategically eliminate your competitors because no one dominates the same category as you. Avoid being “One of Those” or a “Me Too” brand.
It is much easier to focus on a niche in which you have a clear advantage and the highest chance of success. Then you can build a strong reputation and stay focused. You can also consider expanding into other categories in the future if it’s feasible but avoid being too broad. By focusing on a specific target audience, you can focus on understanding them better than everyone else and become the most valuable option for a specific group of people.
3.) Not Understanding Your Target Audience
Avoid making assumptions about your customers. If you understand your customers better than competitors, you can develop better solutions that are tailored to their specific needs, behaviors and motivations. That is why empathy is so important for gaining customer insight. It is not about simply asking people because that is not adequate. It is about understanding their deep underlying needs and what they are trying to achieve by putting yourself in their shoes. This way you can come up with creative ways to improve the overall experience.
Customer needs, and behaviors change over time and your brand must be able to adapt to these changes or risk being left behind. If you have been in business for years then you must find out how current customers feel about you and why they choose your product or service solution over your competitors. By understanding them better you can also create complimentary products, services and offerings.
4.) Not Being Holistic
You need an approach to branding and design that is as holistic as possible. A common misconception people have is that branding is just about logo design but it is a whole lot broader than that. Logo design is part of branding but it should be seen as part of a larger system. Another misconception is that they can easily outsource their brands design projects to separate agencies, firms and freelancers. This causes a messy brand experience that does not feel consistent because a company in Portland is designing your website while someone in Asia is designing your logo and a separate ad agency in another country is handling all your advertisements.
You either need one company to design everything holistically or have a design direction established to keep everything consistent. If your company has silos focused on different aspects of your branding then have them work together more cohesively. You can also consider using style guides to maintain your brands look and feel. Everything should be seen in the larger context as part of the whole.
Holistic branding is about thinking more broadly about how people experience your brand. The more interactions there are, the more your brand comes to mind. But remember to embrace simplicity and keep your messaging direct and to the point.
5.) Not Thinking Long Term
You need a long term approach to branding that looks at goals, opportunities and problems that may occur in the future. You must find out what trends or challenges are emerging in your industry and how your brand can respond or adapt to them.
Do you plan to go Global? Do you plan to go public? Do you need to attract funding or sell your business over the next few years? Then your brand strategy needs to support that journey. Your brand strategy can be considered an extension of your overall business strategy. You may also consider if you plan to extend your brand into various subbrands, products or divisions in the future. You need a long term strategy for growth or there is no point launching a brand in the first place. Your long term goals should also be aligned with why your brand exists.
6.) Lack Of A Sense Of Purpose
Your brand needs a strong sense of purpose that will motivate you, inspire your stakeholders, attract support and funding as well as create a sense of focus. If you don’t define your brands purpose and make it clear in your industry then people will define your brands purpose for you even though they may be wrong.
You must ask yourself “Why does your brand exist?” beyond making money and “What unique problem does it exist to solve?” Your brands purpose must also attract your target customers because it is tailored to their worldview, needs and pain-points. This will help to create alignment and guide the decision making process as well as how you approach innovation. A strong sense of purpose also helps to inspire great storytelling, design and engaging content.
7.) Forgetting About Content
You must commit to creating valuable content that will attract your target audience through various channels. You should win customers by sharing something of value rather than just persuading them to buy a product or service. No one likes to be sold to but everyone is hungry for content that can entertain them, inspire or educate them.
You need to release as much content as possible. You can choose from articles to ebooks, podcasts, blogs or video. You can also turn them into micro-content like quotes, posts or even memes. The more breadth your brand has the more likely your brand will come to mind during a purchase decision. This improves both customer acquisition and retention. This would also establish your brand as more credible than competitors and also improve your SEO. Social media content is also essential for connecting with your audience.
8.) Forgetting About Social Media
Your brand needs a strong social media presence. You can be active on different channels or just focus heavily on one channel. The channel you choose will depend on your industry and target customers. Use social media to inform and keep in touch with customers through valuable and engaging content. You can also use Ads to reach more people and grow your audience faster.
9.) Forgetting About Mobile Experience
Studies show that around 60% of your online traffic comes from mobile and it has been trending upwards over the years. Your customers are constantly switching to different devices and adapting to new technologies. Don’t forget about how your customers experience your brand or consume your content through mobile devices. Your mobile experience is central to the overall brand experience especially in the ecommerce space. You should also consider mobile accessibility.
10.) Forgetting About Accessibility
Accessibility is one of the least considered branding mistakes but if you have a very large customer base then it should be seen as a central part of your brand experience. This shows that you truly care about your customers and implement best practices. This is especially useful for brands that are targeting an older audience. Consider how customers with impairments and disabilities will experience your brand and optimize it accordingly. Especially if you are launching a digital product, website or tangible device. How can you make your brand more accessible?
Check for legal factors like 508 Compliance and WCAG specifications. You can also use web accessibility testing tools like Wave.webaim.org. But nothing is as good as actually testing your site or product with a real user with disabilities that would use assistive technologies like screenreaders.
Avoid discriminating against your customers. This is an increasing human rights issue that would be an increasing concern in the near future. Neglecting users with disabilities can also lead to future legal cases against your brand. One example was Apple Inc which was earlier sued for millions for violating the Americans with Disabilities Act. Target had a similar legal issue as well.
In Conclusion, small branding mistakes can have a huge impact on a company’s reputation, overall performance and bottom line. There are many other mistakes that companies and personal brands fall into but these 10 are definitely some of the most common. If you found this article helpful then feel free to share. You may also enjoy my previous one on why you may need a rebrand.
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