Creating a brand for your business is all about making a story that resonates with people so they can relate. It’s about building relationships.
As such, it can take a long time to put together the pieces and sometimes can cost a lot of money, also.
What a shame, then, to see so many small businesses put in the time and effort to only see it backfire by avoidable mistakes.
This can even happen to big businesses. It’s easy to take your eyes off the prize and make a misstep.
Here are some easily avoidable mistakes that can hurt your branding efforts.
1) Inconsistent branding
Your logo, your catchphrase and your overall look for your ads and social media must all be consistent. If you have different logos for different platforms, then your branding will not catch on.
The “Rule of 7” which means that a person needs to see your ad or logo and be exposed to your branding seven times before it becomes instantly recognizable can’t happen if your branding is not consistent.
Part of this also is to be rather aggressive and use many different platforms and media to get the word out about your brand and company message.
2) Not using all of your staff
Every single person on your staff needs to be in on the marketing. You may think that you need to have your marketing and sales departments do the heavy lifting for creating and maintaining your brand, but the rest of the staff needs to know the plan.
Get them on board about how the company needs to present itself and ask them to play a part in that in case they do find themselves in a client facing role they know how to stay on message.
3) Ignoring your metrics
Any marketing to build your brand should be able to be tracked and measured. Crunching the numbers can show you where your efforts are making a difference and other areas that need improvement.
Whether that is traffic to your website, engagement on social media or even just following up with existing clients to ask them about how they perceive your brand can all help.
4) Not knowing your mission
Your brand isn’t just something meant to be recognized. It also needs to help tell your story. When people see your logo they should also know what your company is about.
Making sure that you know your core product or service and how it helps people is easy to forget. Getting wrapped up in just trying to make your logo or catchphrase recognizable is only half of the job.
Stay on message across all your platforms and make sure that every member of your organization knows what the company mission is.
5) Not doing collaborations
Piggybacking onto other companies brand can also give yours a boost. Finding a company that is not competition that shares a customer base is called Partnership Marketing and is explained here.
Collaborations should be mutually beneficial so make sure you’re also bringing something to the relationship.