Common Branding Pitfalls (And How You Can Avoid Them)

5 Essentials for Brand Identity

Having a good product wins the marketing battle, but not the war. If you have a good product and nobody remembers it, all you have is a wasted idea. Like it or not, branding is everything in modern business. Customers don’t just want a service — they want an experience.

With a brand, you tell them exactly what that experience will be.

We’ve outlined five common problems with branding. Discover the solutions:

1. PROMOTING PRODUCTS, NOT IDENTITY

Make a memory, not an ad.

Promoting your service or your products is what advertising is for. Take a step back. Before thinking ‘how do I sell this?’, think:

‘what do I want my clients to think when they see my logo?’

Before you give your clients reasons to buy, give them emotions. Make your clients feel good when they see your brand.  They’ll think up the reasons for themselves — and those reasons will be much stronger than anything ad copy can write.

2. YOU DON’T KNOW WHO YOU ARE

If you spent more time at the beginning on R&D than your brand, it’s now time to make up for lost time.

What is your company here to do? What does your company want to be? Communicate that identity all the way from your marketing copy to your interactions with your clients.

3. SOCIAL MEDIA IS NOT FOR TRAFFIC REVENUE

Social media is no longer a megaphone to the world. We’re so overloaded with content that we just scroll past it.

Use social media to reinforce your brand and generate indirect sales instead of chasing after increasingly diminishing direct leads. Showcase your brand’s personality with content that engages your followers. Social media algorithms showcase posts that have more interactions, so the more audience engagement, the better. Add value to people’s timelines and they’ll come to you.

4. DON’T APPEAL TO EVERYBODY

If your message tries to address the world, you’ll never get past ‘Hello.’

Forget being loved by everybody — that’s bland and generic. Celebrate your particular niche. Narrow down your audience and show them how you solve their problems. Your brand should help your audience imagine how your business can make their lives easier.

5. CUTTING COSTS

It’s tempting to get the cheapest and quickest, but sometimes you need to just invest.

No one turns up to a business meeting wearing shabby clothes — why present your business with a shabby logo? Your logo is your company’s face, and it should be as clean and simple as possible. A good graphics designer will manage to distill your company’s personality into something bold and unique. And, importantly, something adaptable that will work on products, business cards, app icons and email signatures.

If you’re just about to launch your company, take a step back and think about how your brand addresses those five problems. And if you’re looking to rebrand — great! The same thing applies.

Looking for more guidance? Get in touch for free about branding your company and changing your world.

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