Biggest Branding Mistakes
In a recent study, 38 percent of business-to-business marketers reported
that it is becoming increasingly difficult to distinguish their organization
from their competitors’.
A great way to differentiate your organization is through a branding campaign—but
an effective branding campaign takes careful thought, planning, consideration
and execution. And a recent online poll found that an overwhelming 93 percent
of marketers feel most brands do not fully maximize their assets!
So, before you begin branding or re-branding, avoid making these mistakes
that can undermine your efforts.
1. Trying too hard to be different
While it is important to differentiate your organization from the rest
of the pack, don't make your brand so different that it comes off
as silly, unbelievable or forced in its creativity.
2. Re-branding too frequently
Changing your brand too often can confuse the public, and especially your
customers. A well-developed brand will have great longevity, and can
be refreshed over time while still maintaining its brand essence.
3. Having an inconsistent ‘look and feel’
Everything should match your brand message, from the language on your Web
site to the logo on your business cards. A failure to do this results in
a brand-disconnect and erodes its value.
4. Overly complicated criteria
Avoid creating a logo or other graphic material that is too complicated
to produce. For instance, don’t use a logo that cannot be easily or
accurately duplicated. These mistakes discourage brand cohesiveness,
and they can make your printing and reproduction costs much more expensive!
5. Not sharing graphic and brand standards
Make others aware of how the logo and outward appearance of your brand
was created and how best to duplicate it. If no one knows how to recreate
it, or where to obtain a copy of the logo and graphic materials, you cannot
expect to see much face time for your brand. From the Web site to proposals,
a cohesive brand identity starts with the sharing of your organization's
graphic and brand standards.
6. Not enforcing brand standards
Ideally, an executive should be in charge of brand management and should
know the ‘ins and outs’ of the graphic standards. Also,
this person should have the responsibility and authority to ensure that all
materials and communication live up to the brand's image.
7. Neglecting Web site and exhibit design
Don't let your Web site or exhibit design lag behind the rest of your brand
campaign. If you allow these to look outdated or out-of-place while everything
else looks new and fresh, your branding will not appear consistent.
8. Forgetting to seal it with a K.I.S.S.
The motto you learned in elementary school still applies: Keep It Simple,
Silly! A long and complex brand will make your message confusing for your
audience. Develop a litmus test of three or four words that will keep your
brand easy and memorable, and compare all of your internal and external messaging
to it before dissemination.
9. Launching a brand externally but not internally
Keeping employees 'in the loop' encourages team cohesion, and avoids the
potential embarrassment of outsiders knowing more about your organization
than your employees. (YIKES!) Remember, your employees are part
of your brand, too!
10. Commitment, dedication, perseverance
Creating a strong brand presence does not happen overnight, and you should
be prepared for a long-term commitment to brand strength. Resources
should be allocated, both fiscally and personally, for the continuous support
and maintenance of your brand.
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Looking for an article or trusted interview source on advertising,
branding, marketing and public relations? Contact Jessica Klenk
at 301.588.2900 or via email. |
