There are several methods to build a brand, many of them variable according to the budget, type, and size of business and, of course, what’s required to fulfill the end-user’s wishes.
Ushering a new brand into the marketing environment is like emerging into battle, where every day you’ll be struggling to survive. It may sound dramatic, but it’s true. People are not aware of the importance of branding and marketing department, so they become surprised when faced with the difficulty of managing a brand.
There are millions of brands around the world, no doubt some more powerful than others. Not any brand is able to transmit feelings and be valued. At the end of the day, they all fight for a place in the mind of the consumer.
A brand must be managed 24 hours a day, 365 days per year. In this article, you will find common mistakes you must avoid while creating a brand. Are you ready to conquer the world with your brand?
6 common mistakes your brand needs to be careful with
1. Unclear brand mission
Definitely there’s impossible for a brand to succeed without having a reason to exist, this means to have a purpose or satisfy a necessity, otherwise, people would not recognize your brand.
So ask yourself:
- What should this brand exist?
- What goals do you want to achieve? (Short term and long term)
- What are your values and your mission?
- What geographical territories will it cover?
- How much capital are you willing to invest?
- Where are your opportunities and risks?
2. Weak identity
A brand identity is constructed at the very beginning of the branding process; this corporate personality involves colors, language, graphic symbols, values, communication, and others.
If you want your brand to be recognized and stand apart from other brands, you should create an original brand easy to associate with friendly experiences.
3. Unknown target
Identify your target market according to your business orientation. Research helps you understand your client’s perspective and priorities, including their behavior, so you can get to them easier.
Try to create a buyer person who will be the “expected buyer” to reach when developing brand strategies.
4. Unmemorable name
Words can open or close many doors. The name of your brand is your business card. It creates and follows your moves.
A good name must be easy to pronounce, write and remember. A logo makes sense to better support your brand’s positioning. There are many logo making solutions to create your own logo in seconds with thousands of templates. Although these may be helpful for small businesses, its recommended you hire a professional graphic designer or branding agency to create your own logo based on your brand attributes.
You can have the highest quality product, but if your logo and tagline don’t reflect who your brand is, you will be losing a lot of sales.
It should be attractive, precise and memorable with what you want to reflect about your brand.
5. Caring more about sales than experience
When a client differentiates between products or services based on experience and emotions, instead of looking at the price or features, it means that the brand works. Design and carry out meaningful experiences for the client from the very beginning of the shopping process to the end of it.
6. Poorly developed marketing strategy
Establish brand strategies that resonate with the fundamental goals and vision of your company.
When your strategic actions are not proportional to your goals, it’s just wasted effort. Another important point of strategy is consistency. Once you’ve decided what’s driving your brand forward, you have to create underlying ideas based on “brand guidelines” and stick to them to provide your customers with a familiar identity.
Remember, a well-received brand strategy has the potential to build brand equity. We hope this information is useful to you to develop your brand. See you in the next article!
en Mérida, Yucatán