1. Not having a brand strategy
Most people who are new to brand marketing tend to think that a brand is nothing but a good logo. That is the first big mistake a business can make. Before starting a brand for your business, it is important to have a clearly defined strategy in place. The brand is going to be an identifier for your business. It will, in the future, speak for the products or services you offer. So, you should be clear about what you plan to offer under this brand.
A brand strategy should clearly define your objectives so that once the brand is launched, customers and users can relate the brand to the essence of your product or service. Once the brand strategy is set straight, you can now move forward with a vivid vision.
2. Changing too often
This happens when you don’t have a clear idea of the statement you are trying to make with your brand. This is also sometimes a result of starting with a cheap brand identity and later realizing that it isn’t working. In the first case, the branding strategy that we mentioned above should be useful to give you a clear vision of the purpose of your brand so that you can create a brand identity in adherence to your objectives, once and for all.
In the second case, it is usually the small businesses that fall prey to cheap branding. In order to lower costs, they tend to consult cheap logo services or use online tools instead. The problem with this is that you are compromising with quality. Cheap branding services or online tools only have a few templates for you to choose from. They hardly ever create a completely personalized brand identity. And such cheap branding cannot sustain in the competitive market as they fail to attract customers. So, you end up changing it, and all the work you did till now goes in vain.
3. Overcomplicating your identity
With a branding strategy in place, you should have a clear idea of what your brand is going to deliver and who your target audience is. If your brand identity is not clearly conveying the same message, then you have probably overcomplicated your brand image. It is one thing to look and sound intriguing, but if it creates a confusing or complicated image for your business, your brand is of no use. Keep things simple and crisp. Use relevant and concise tag lines. Use a logo that speaks something about what you offer, even if it looks simple. Trying to accommodate everything you can in your brand image will only make it look less focused.
4. Not having a unique look
Anyone can have a brand. Even roadside shops these days have a fancy signboard with their names written in complex fonts. So, how is your brand going to have a different identity that people can recognize? If you try to create a brand that goes with the standard and is inspired by other brands in the market, conveying the same message, there is nothing new about you. Your brand should be unique to you alone. If you know what you are offering that your competitors aren’t, it should reflect in your branding. Originality is very important if you want to stand out of the crowd.