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10 Marketing Mistakes to Avoid: Brand Development

by | Jun 4, 2015 | News

Welcome to the first part of a 4 part series dedicated to the common mistakes businesses make with marketing, advertising, brand development, and web and social media. In this installment, we’ll guide you through a list of items to keep in mind when developing a brand.   1). A Brand isn’t just a logo A […]

Welcome to the first part of a 4 part series dedicated to the common mistakes businesses make with marketing, advertising, brand development, and web and social media.

In this installment, we’ll guide you through a list of items to keep in mind when developing a brand.

 

1). A Brand isn’t just a logo

A brand is the combination of public perception and subsequent emotional responses to a business, its products and/or its services. It’s the conversation people are having about the business. It’s the memories and emotional connection you’ve built with your audience that makes them choose your product or service over a competitor.

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2). Identifying your brand  

Since a brand is equal parts perception and feeling, it is important to have an idea of what you want your brand to reflect and how to achieve the desired feeling.

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3). Lacking necessary research

Whether you’re grooming dogs or providing lumber, having an understanding of what makes your business work is essential in developing your brand. Do your homework, learn the ins and outs of the industry, and identify who the competition is, what works and what doesn’t. Having these vital pieces of information will give you an advantage right from the get-go.

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4). Using trends to build a brand

Being “trendy” should not be a goal when developing a brand. Being mindful of current trends in your business field is always encouraged, but don’t get lost in the fluff. Remember, trends come and go, but good business practices transcend time. Brand development is more than trends.

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5). Overcomplicating a brand

You want your brand to be easy to understand and relatable. Customers should be able to easily recognize and distinguish your product or service. What message are you sending? Your customers should understand the message and feeling you are trying to convey. Basically the advice here is not to over think it. Stick to what you know and keep it simple.

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6). Refusing to evolve

Maybe the hardest piece of advice to embrace is brands that consciously evolve and adapt to current trends and technologies are brands that thrive. Evolution can come in a variety of shapes and sizes. You may consider changing the category you compete in, how your product or service is competing, where you’re positioned, who you target, your story, what you offer, or subtle updates to your visual identity (logo). For instance, a brand like Coca-Cola has done little to its insignia over its almost 130-year history, but instead has expanded its brand portfolio to include more than just the classic cola to include Dasani, Dannon, and Powerade, just to name a few.

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7). Failing to “excite” your customer

You need to create buzz and excitement around your products or services to stay relevant. Doing this effectively creates and fosters brand loyalty, which will result in customers returning because they are compelled to, rather than out of necessity.
Figure out ways to creatively get people intrigued with your business and keep them coming back.

Boring


8). Not maintaining brand standards

Brand consistency is an absolute MUST. Nothing can derail a strong brand faster than inconsistent use of its visual identity. From the little things like improperly scaling and stretching logos to using incorrect fonts, to big picture stuff like frequently changing the voice of the company, are surefire ways of putting your brand in the path of failure.

branding_mistakes_brandstandards


9). Remaining Static

Another brand faux pas is finding success and then getting complacent. Keeping a watchful eye on your brand promise, even at times of success, is important for growth. Always look for ways to improve your business and brand and keep moving forward.

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10). No differentiation

The final thing to remember is defining what makes your brand different than all the others. An inability to provide your customers with a reason to choose you over the other guys can prove to be detrimental.

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About the Author:

thomas

thomas

Thomas Manley has been crafting successful brands for over fifteen years, specializing in art direction, brand development and strategy, copywriting, and graphic and web design. He combines strategy, creativity, and design savvy to provide high-impact solutions that meet client objectives. His work has been known to have clients high-fiving and chest-bumping when all was said and done.

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Our office:
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Kennewick, WA 99336

Hours:
Mon-Fri: 8AM-5PM
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Our office:
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Kennewick, WA 99336

Hours:
Mon-Fri: 8AM-5PM
Sat-Sun: Closed

10 Marketing Mistakes to Avoid: Brand Development

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