Top 10 Branding Mistakes

Branding, a commonly used term throughout the business world, essentially means to create an identifiable entity that makes a promise of value. It means that you have created a consciousness, an image, an awareness of your business. It is your company's personality. Numerous businesses try, but many fail at creating a successful brand. For more on the definition of a brand,

Information provided by allbusiness.com

Here are 10 of the most common mistakes:

1. Not thinking analytically. Too many companies think of branding as marketing or as having a catch phrase or a logo. It is more than simply vying for attention. A brand warrants attention on a consistent basis, represents something that your audience wants but does not get from your competitors. For example, it could be providing the best customer service in your industry — not just through your tagline or logo — by actually providing the best customer service in your industry.
   
2. Not maintaining your brand. Too often, in a shaky economy, businesses are quick to change or alter their identity. Too much of this confuses your steady customers. For guidance, think of big brands — Nike, for instance, has used "Just Do It" as a logo for years. One rule of thumb is that when you have become tired of your logo, tagline, and branding efforts, that's when they begin to sink in with customers.
   
3. Trying to appease everyone. You will never be able to brand yourself in such a way that everyone will like you. Typically the best you can do is to focus on the niche market for your product.
   
4. Not knowing who you really are. If you are not the fastest overnight delivery service in the world, do not profess to be. Too many business owners think that they are providing something that they don't. Know your strengths and weaknesses through honest analyses of what you do best.
   
5. Not fully committing to branding. Often business owners let the marketing and advertising department handle such things as "branding," while they work on sales and other important parts of the business. But sales and branding are tied together as integral aspects of your business. Many Fortune 500 companies are where they are today because smart branding made them household names.
   
6. Not sharing the joke. If only the people in your office get a joke, it is not going to play to a large audience. The same holds true for branding. If your campaign is created for you and not "them," your brand will not succeed.
   
7. Not having a dedicated marketing plan. Many companies come up with ideas to market themselves and establish a brand identity but have neither the resources nor a plan as to how they will reach their audience. You must have a well-thought out marketing plan in place before your branding strategy will work. For help putting together a marketing plan, see How to Build a Sound Marketing Plan for Your Business.
   
8. Using too much jargon. Business-to-business-based companies are most guilty of piling on the jargon. From benchmark to strategic partnering to value added, jargon does not benefit branding. If anything, it muddles your message.
   
9. Trying too hard to be different. Being different for the sake of being different is not branding. Yes, you will be noticed, but not necessarily in a way that increases sales.
   
10. Not knowing when you have got them. Companies that have succeeded in branding need to know when to stop establishing their brand and when to maintain that which they have established. Monitor the results of your branding campaign. If your small business is a local household word, you can spend more time maintaining your professional image.

14 Reasons You Need a Logo and Marketing Materials

 Experts urge small business owners to "brand" their businesses with a logo and a set of consistent marketing materials. However, they rarely explain the reasons behind this advice. Read more about Developing Your Company's Logo. Below are some of some of the benefits of a professionally designed logo and identity system:

Information made available from www.AllBusiness.com

1. To look "bigger" and "established." Home-printed business cards or cards printed with Microsoft clipart scream "small-time vendor" to your potential clients — and that is how they will want to compensate you.
   
2. To increase your chance of earning venture capital or of selling a business. If you present a well-rounded business package that includes marketing materials and graphics, your business will look more complete.
   
3. To attract more clients. Some clients look for a well-defined company, and "look and feel" may be one of their criteria for making a purchasing decision.
   
4. To brand yourself. If you are a consultant, you need a logo in order to build an image and a brand that is greater than your individual identity. Be sure to avoid the Top 10 Branding Mistakes.
   
5. To convey that you are reputable. A logo and professionally-printed materials show that you are committed to both your business and to your clients.
   
6. To give clients a sense of stability. You may not have been in business "since 1908," but if you have invested in your identity, you are more likely to remain firm and relevant in the eyes of your customers. It goes a long way toward building that all-important "trust."
   
7. To be more memorable. Forty percent of people better remember what they see than what they hear or read. So to have graphics associated with your business, and to keep those graphics consistent, makes you more likely to be at the forefront of potential clients' minds when they need your goods or services.
   
8. To explain your company name. If your company name contains a little-known word or an acronym, the logo can give visual clues to its meaning.
   
9. To endear your company name to your clients. A difficult-to-pronounce or hard-to-remember company name makes it challenging for clients to hire you. When potential clients need your services, they may not recall a tricky name. But if you reinforce the name with interesting, compelling graphics, they are more likely to remember you, pick up the phone, and hire you.
   
10. To explain an unusual line of business. If your business is nontraditional or in a hard-to-explain industry, a logo can help to clarify exactly what it is that you do.
    
11. To differentiate you from your competition. A well-designed logo can have many subtle meanings and can begin to tell the story of how you do business, including the special practices that make you stand apart from the competition.
    
12. To stand out in your field. A well-designed logo and an identity system can put you far above the competition, especially when paired with a strong marketing program.
    
13. To comply with expectations. In some industries, a logo is just expected. In the creative services industry especially, having a logo is an industry standard.
    
14. To show your commitment. Do it for the sense of personal pride that it will add to your practice.