Here are ten 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, and represents something that your customer 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 — but 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 slogan for years. One rule of thumb is that it is when you have become tired of your logo, tagline, or branding efforts, that 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 do not provide. Know your strengths and weaknesses through honest analysis of what you do best.
5. Not fully committing to branding.
Often business owners let the marketing and advertising departments handle such things as branding, while others work on sales and other important parts of the business. Sales and branding, however, 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 for how they will reach their audience. You must have a well-thought-out marketing plan in place before your branding strategy will work.
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 them.
Companies that have succeeded in branding need to know when to spend fewer resources on establishing their brand, while continuing 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.
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