It can be easy to get carried away with one idea and running with it when creating a brand. It is essential to take a step back, evaluate and create a systematic approach when it comes to branding. Branding agencies such as Zool can be of a massive help if your branding methods have been unsuccessful thus far. Let’s take a look at the errors that Zool could help eradicate from your branding and how you can better your brand from this.
Failing to Define A Brand Strategy First
Failing to define your strategy straight away is a big no. It is essential to go deep into the category to know the landscape, including your brand’s competitors and their approach. If you can develop a brand strategy, then you can pinpoint the objectives of your brand and focus on them as opposed to immediately creating an attractive logo that won’t suffice – a debate revolving around aesthetics will fail if it does not incorporate the business objectives. Understanding your brand objectives allows you to focus on what is persuasive to potential customers and then the client, designer and strategist can work together to determine the best brand strategy.
Beginning with A Cheap Brand Identity
If you see a logo and deem it as cheap, you will either reject that brand immediately or not trust it to its full potential. It is for this reason that one big mistake in branding is using a cheap logo-designing service or even an online logo maker. Of course, brands want to save as much money as possible, but all great logos cost a lot of money to create – this money will be returned through customers using your brand due to the logo. A good logo, however, doesn’t guarantee success. You may have an attractive logo, but if it cannot be tied into one of the company’s business objectives, it could fail. It is essential to create a high-end logo that marries up with the intentions of your brand.
Not Differentiating Your Brand
The fact that the business world is so competitive means that we are overloaded with a range of advertisements and marketing messages every single day. If you want your messages to stand out amongst the clutter, it mustn’t only look good but be unique too. If you are unique, you are more likely to be remembered by potential customers. If your brand is not different, the customer will seek the cheapest option out of your brand and those similar to it. If you want to communicate your brand value, it is essential to stand out from the crowd. Tying in with the first mistake on our list, you have to research your competitors and pinpoint ways in which you can differentiate your brand from them. Once you have found out who you are as a company, you can make verbal and visual messages that will allow you to communicate your value.
Connecting with The Wrong Audience
Connecting with the wrong audience could prove to be a fatal mistake as your advertising could be fantastic, but it won’t be fantastic to the wrong crowd. To identify the correct target market, you must think:
- Where are they?
- What do they do?
- What is their age?
- What do they need?
- What is their income?
- What are their behaviours?
Whether your brand has existed for a long time or if your brand is just beginning to grow, personalisation is critical. It can be discouraging if you are trying your best to connect to your audience, but they aren’t receptive. Luckily, knowing your target audience allows you to identify what it is that is making your advertising unsuccessful. Sorting the issue out means that your audience will engage with you as they see improvements but also may now think they can relate to what you’re putting out there.