Just like starting a business, building a brand is not easy. If you’re in the process of doing either, there’s a good chance you’ll make a few mistakes along the way. While it’s not fun to fail, mistakes are one of the best ways to learn.
I’ve decided to put together a list of some of the most common branding blunders, in the hopes that if you’re in the process of building a business or a brand, you can avoid them.
So, without further ado:
1.) Lack of a differentiation/USP.
Consider why a customer would buy from you and not your competitor? Every business needs a unique selling proposition that separates them from their competitors – i.e. how they add value.
Key differentiators usually include things such as: price, location, delivery time etc. It’s worth noting that marketing your brand based solely on price as a key differentiating factor is generally not a good idea. It will ultimately lead to a price war, which will translate to a steady decline in revenue over time for all parties concerned.
2.) Reputation management.
In this day and age, failing to monitor mentions and what people are saying about your brand is asking for trouble. It’s never a problem when they’re singing your praises but if someone has a negative experience, damage control needs to be done. Gone are the days when a complaint took a week to a week to reach head office. Mobile internet and instant access to social media have given people the power to destroy a brand in a matter of minutes.
3.) Trying to please everyone.
No matter how hard you try, there’s always going to be someone who doesn’t get along with you, and the same is true for branding. Don’t try to meet the needs of the entire market, rather focus your attention on being the best in a particular area or niche.
4.) Promising too much. In line with trying to please everyone, promising the world to your customers not only places more pressure on you to deliver, but dissatisfaction will rise if you don’t manage to deliver everything you promise. Instead focus on doing one or two things really well. Let’s say that you run a Pizza takeaway outlet. Your two noted points of differentiation are a wider range of vegetarian options and free delivery. You’ve marketed your brand based on these two factors, so people expect them when they use your services. If you do happen to provide fast delivery on top of these, people will feel that their expectations have been exceeded.
5.) Using too much jargon. One mistake that business tend to make especially when dealing with B2B markets is excessive use of jargon in communications with their customers. While it stands to reason that most B2B service providers (e.g. cladding suppliers or signage manufacturers) are of a more technical nature unnecessarily complicating marketing messages with technical terms does more harm than good because the messages end up getting lost in translation.
[author ]This article was written by Daniel Stevens who is a fan of the great outdoors and when he’s not writing up a storm 😉 – that’s where you’ll find him.[/author]