Brand Mistakes You’re Making Without Knowing …
Your business’ bran identity is the torch that lights the way. It provides messaging, a voice and direction, becoming sort of an umbrella under which, all elements are shaped. If your brand identity was created using a flawed process, it could be damaging your business’ chance of success. And you surely don’t want that!
A brand is not just your logo, a website, or your business cards … it’s an experience.
~ John Lee Dumas, Entrepreneur/Podcaster of EOFire
So, to help alleviate these issues either before they happen, if you’re just starting out, or before you get to ahead in the “game”, here are a few things to consider …
Being inconsistent with all your communications:
- This topic if first for a reason and I can’t stress it enough … here in this post and with my regular clients on a day-to-day basis. If you’re brand is all over the place it makes you and your business seem the same way when you’re looking at it from the outside. Successful brands are easily recognizable and should have a story along with images that stick in one’s mind. Waltor Landor, brand designer and CEO of Landor Associates, couldn’t have said it any better, “Products are built in the factory, brands are created in the mind.” It’s the careful attention to detail (YES, every single detail) that gets your brand noticed and remembered. That is why it is extremely important that you have a clear brand style guide and that your content and all communications have a clear story and voice (and no typos). You must live up to your words and be consistent in all areas in order to gain the respect your business deserves, have your client’s/customers giving rave reviews and coming back for more.
See: What does branding even mean? and Your brand is more than your logo
Not having a voice and being “sloppy”:
- Your brand is so much more than a pretty logo with a fancy tagline. It’s equally important for your brand to have a story, which includes a strong personality and voice. This personality and voice should reflect the culture of your business and what sets you apart from everyone else. Think about it … there is no point in making something look good if the design decisions aren’t support by the brand’s story.
Take Quiz: What’s your brand personality?
Not keeping tabs on your brand online:
- Social media posting, your blog (if you have one), downloadable content through lead magnets, news articles, promo videos, website and/or social media business page reviews … these are only a few of the things that make up your online brand and if you’re not keeping tabs on them then in reality you really have no control over what’s going on. By keeping tabs on the online presence of your business (and YES, every single day) this helps you figure out what your brand image looks like in the present tense. This will then help you figure out plans for moving forward because you will now have a better understanding of what’s working and what’s not. It would be very tough to figure out an awesome game plan for each business quarter in the direction of improvement if you don’t even know what needs improving.
See: Branding 101
Not keeping tabs on your competition:
You. Need. To. Know. Your. Enemy.
- You cannot evaluate your business as a whole if you’re not comparing yourself against the competition. Yes, it’s sad, I know but necessary. It is very important to have that reality check in case everyone is just shooting smoke in your direction. Of course, you are good! You know it, your friends and family know it. But are you better? This is your opportunity to learn and improve so make sure you scope out everything from their website and social media profiles/business pages to their email marketing and ad campaigns to their client/customer reviews and their PR coverage. Analyze every angle of their branding and figure out how you can do it better!
Branding your business can be tricky business. It can take years upon years to build and amazing and profitable brand, but, can become tarnished within seconds. You must try to do everything you possibly can to avoid this trickiness by keeping your brand on the right path at all times. Maybe even print this blog post and stick it on the wall in front of you if you must. And remember, if you can’t hack all the work that comes with maintaining your brand at all times, it’s okay to ask for help. Here’s a quick refresher to My Ultimate Guide to Working Virtually which may ease your mind about gaining the help you need from a virtual assistant (VA) or a highly trained graphic/web designer and VA like myself.
The only way you’re going to be successful is if you admit what you don’t know and ask for help.
~ Randi Zuckerberg, Co-founder of Facebook
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