As business owners, our plates are typically full.
We have a running to-do list that we keep adding to and the things we need to get done span across a number of categories from marketing to sales to improving our systems to building or developing our team and more.
There’s so much that needs to be done and sometimes it all falls on your plate to do it.
I don’t need to tell you how important your business branding is. You already know that, which is likely why you’ve been on a journey of developing it, polishing it up, and aligning it to your target market.
When it comes to branding a new company or rebranding a company, however, we sometimes think we have our ducks in a row yet we’re making some really big mistakes simply because we’re overlooking them.
Whether you’re going through a rebranding process or going through the branding process for the first time, here are 5 of the most common branding mistakes that you might be making and how to avoid them.
Inconsistency Across Different Platforms
In your business, you should have consistency across the board. You should have a style guide that has everything spelled out, so that from your Twitter to your Instagram to your Snapchat to your Facebook page, your branding is consistent across all platforms.
This might mean that you create 3-5 social media share templates for images or quotes. It might mean that you update your cover pages or stay consistent with the color of images you share.
A potential customer should be able to visit your website and then recognize you again and again whether they keep going back to it or see you on social media.
Straying Too Far From What Made You Successful in the First Place
It’s not uncommon to go through a rebrand, especially if you’ve been in business for a few years and your message, business, target market, or approach has shifted a little.
A rebrand can be a great thing, but it’s important to remember that if you’re freshening up your logo, make sure the new logo isn’t too different than the first one.
You want your audience to recognize that your company is still the same, it just has a fresh new look. It’s like you with a new wardrobe, hair cut, and makeup LOL. It’s the same, but full of new vibrancy and life.
Not Training Employees
One thing that so many people forget ( which I have to remind myself of, too) is that branding isn’t just about marketing, design, and professional paper goods.
It’s the people, too. Your employees are one of the best ways to brand your company. They are your talking billboard. When you train them and instill a connected and inspired company culture with them, they become your best ambassadors.
Not Using Existing Consumers, Clients, and Patients for Branding
Word of mouth referrals are one of the best ways to promote your business. It’s free advertising and it requires little effort. Use a feedback survey at the end of a project or the end of a delivery to get their thoughts and opinions about how you did. This will not only give you a deeper insight into your customers, but it will also help you improve their experience.
If you share client projects or client experiences on social media ( which you should), make sure to get their permission. Get testimonials and share case studies or success stories. Social proof is one of the top decision makers for new customers and can be a great way to increase business.
Letting Marketing Materials Get Stale
We may all be guilty here. How often do we get something designed and then it sits that way for months or years, even though the information is outdated or the design doesn’t match your new branding?
Using one design until the end of time is not the way to go, haha. You want to continually engage, inspire, and awe your customers. Order marketing materials in low quantities and order them more frequently, so you have fresh new designs.
This will help keep your business looking fresh, vibrant, and current.
If you realize you’ve made some of these mistakes and need to fix them, reach out to me via the contact page to learn more about my branding, website design, and marketing material services.