Using Inconsistent Branding Across Channels
According to recent studies by Econsultancy, consistent branding across digital and offline channels increases brand recognition by up to 33%. However, many companies fail to implement branding guidelines, resulting in disjointed experiences. A typical example is John Lewis. The UK retailer has disjointed branding between its ecommerce site, physical stores, packaging, and marketing. This confuses customers and weakens its brand identity. To avoid this, develop detailed branding guidelines covering visuals, messaging, tone-of-voice, etc. Then ensure they are applied consistently across departments and touchpoints.
Creating Overly Complex or Cluttered Logos
Research by Siegel+Gale shows logos with simplistic, distinctive design are more memorable. But often logos have overly intricate graphics, hard-to-read fonts, or cluttered elements. A poor example is the recent Juventus logo redesign. It combines multiple elements like the J shape, stripes, and a football in a crowded way. Contrast this with Apple's iconic minimalist apple. To design memorable logos, focus on simple shapes and negative space, custom lettering, and minimal elements.
Failing to Differentiate From Competitors
Brand differentiation is key for awareness, according to Harvard Business Review. If brands lack differentiation and unique positioning, they blend into the background. For instance, telecoms like Telstra, Optus, and Vodafone are indistinguishable in Australia. Their messaging and branding is almost identical. To differentiate, identify your core target audience, study competitors, and develop a distinct brand identity with unique benefits and positioning.
Not Understanding Your Target Audience
Your branding must resonate with your target audience. Failing to research customer insights and align messaging leads to tone-deaf branding and poor awareness. Diet Coke's 2018 "Because I Can" campaign tried targeting millennials but was out of touch. To avoid this, extensively research your audience demographics, interests, values, and subcultures. Then segment into buyer personas to craft targeted messaging and experiences.
Neglecting the Brand Experience
According to Forrester Research, the customer experience significantly impacts brand perception. But often, branding is inconsistent across touchpoints. A hotel may have stylish marketing but the in-room experience disappoints. To avoid this, audit the customer journey and ensure your branding aligns across all physical and digital touchpoints.
In conclusion, avoid common branding mistakes with consistent guidelines, clear differentiation, audience-focused messaging, simple and distinctive visuals, and coordinated experiences. By getting the fundamentals right, you will boost brand awareness, recognition and loyalty. For more advice, download our free brand strategy guide.
