The way your audience perceives your brand plays a huge role in its overall success. Working on the massive task of branding your company and products can be a strenuous process and wrought with indecision. Whether you develop a brand or you are on the path to revamp it, building your brand’s image needs professional help. When the aim is to translate how you visualize your brand into something concrete and tangible that your consumers can immediately see, hear, touch, feel and recognize, it is important to take the help of a brand consultancy who can create that brand value for you.
Here are a few examples of branding mistakes you must absolutely avoid!
What’s in a name?
Naming is critical to the success of your brand. If you have chosen a name that is difficult to pronounce or spell, or your brand is named after the members of the promoters of the company, you are surely on the wrong track! The name of your brand should be inviting; it should be easy to pronounce and have good recall value.
Choosing the wrong logo
Picking a logo that reflects your brand’s ideology and image is one of the toughest tasks to achieve in the branding process. An ill-fitting logo can be catastrophic to a brand’s value. A logo should be designed in a way that is easily recognizable and that suits your business. Only experts experienced in brand strategy and design should be handed the job of creating a logo.
Inconsistent messaging
Once the verbal and visual identity of your brand is established, all efforts must be taken to make its presence felt across all media platforms – print, television and digital. A 360-degree approach in brand communication must ensure there is consistent messaging about your brand across multiple media. Inconsistent communication can have a negative impact on how your brand is perceived by your consumers, clients as well as your competitors.
Emulating your competitors
Before engaging in the process of creating a brand, experts evaluate the market – the need gap, the competition as well as the market readiness for the product/service the new brand represents. The branding process ensures your brand has a distinct identity. To emulate your competitors would make your brand a me-too in the market, which is a branding gaffe you must avoid! A brand consultancy can help identify factors about your product/ service and pull out that niche for your brand which will entice your customers to choose your brand over others.
Unwilling to adapt
Very often brands are hesitant to walk on new grounds that can work wonders for the brand. Whether it is a move to new media or embracing out-of-the-box campaigns, brands should be willing to make changes and appear young and refreshed to remain relevant to their audience. A brand consultancy that keenly observes the market is able to tell the warning signs of your brand becoming stale and is quick on the uptake in taking your brand to the next level.
Scion is a brand consultancy that offers a wide range of services to help develop or retool your image.
