Not Understanding Your Target Audience
One of the biggest branding blunders is failing to actually understand who your customers are. Without talking to real customers and analyzing market research, you’re just guessing about what your audience wants.
Don’t rely on assumptions or stereotypes when creating your brand messaging. Do the work to find out how your ideal customers think, what motivates them, and what words resonate with them. Otherwise, your branding will completely miss the mark.
Expanding your target audience? Don’t forget your core customer base who helped get you where you are. Stay true to your roots while appealing to new groups.
Inconsistent Branding
Ever visited a website where the logo keeps changing? Or seen a company use totally different taglines across platforms? Inconsistency screams “We have no idea what we’re doing!”
Make sure your visuals, messaging, tone, and branding elements align. Develop guidelines on logo usage, typography, and more to maintain coherence. Appoint someone to oversee branding so it doesn’t veer off course.
Consistent branding boosts recognition and trust. The more cohesive your branding, the more professional your company will seem.
Dated Branding
Remember floppy disks, palm pilots, MySpace? If your branding still has hints of the 90s or early-2000s, it’s time for an update.
While you don't need to blindly follow trends, brands that feel stale, stuffy, and dated turn off younger audiences. Stay up-to-date with design styles and marketing approaches without losing your core identity.
A brand refresh also shows customers you are growing with the times, not stuck in the past. Don’t be afraid to retire outdated branding that screams “out of touch!”
Poor Visual Identity
Your logo is one of the first touch points between you and potential customers. A logo that’s overly intricate, boring, or amateurish reflects poorly on your brand.
The best logos are simple yet distinctive. Think about Nike’s swoosh or McDonald’s golden arches. Your logo doesn’t need to be complicated to be memorable.
Make sure branding elements like colors, fonts, and imagery visually reinforce your brand identity. Consistent visuals that align with your message boost recognition.
Ignoring Your Brand Story
What makes your brand special? How did you get started? What principles guide you? Brands with a compelling story connect on a deeper level.
Yet many companies fail to define and share their origin story and core values. Don’t miss the chance to engage customers by involving them in your brand narrative.
Share your founders' vision, highlight milestone moments, and talk about overcoming challenges. Help customers relate to your brand’s human side.
The Fix: Branding Done Right
Made some branding faux pas? The good news is you can turn things around by taking strategic steps:
- Audit your current branding to pinpoint problem areas
- Create cohesive visual identity and messaging guidelines
- Hire professionals if needed - it’s worth the investment
- Interview customers about brand perceptions and desires
- Tell your brand story across platforms
- Don’t be afraid to rebrand if your image needs an overhaul
Great branding doesn’t happen by accident. It requires in-depth understanding of your audience, consistency across touchpoints, and conveying what makes your brand special.
A thoughtful, strategic approach to branding inspires trust in your company. Follow these guidelines, learn from others’ mistakes, and you’ll be well on your way.
Just remember - branding is no joking matter. Take it seriously and customers will too. Now get out there and build a brand people can’t help but love!
