Top Branding and Marketing Mistakes and How to Fix Them

Branding tells the world who you are, your values, your vision, mission, and purpose. Or even why you matter. It’s more than just developing a logo for your business from creating a look, voice, and image so that it uniquely sets you apart from your competition. Branding is definitely important to the long-term success of your business, but there’s the great news: you’re in control! You decide the message, the image and even the feel of what you are selling. You get to decide how to communicate your brand and business. In essence, these are more than just a part of your logo or even color scheme that you choose for your website and business card.

Companies spend a lot of time and money getting a brand established. The harsh reality is that a simple branding mistake can sabotage even the most popular brand in the world. All branding mistakes are not created equal – both as an entrepreneur and even a huge brand. Either way, when you’re just starting out, repercussions can be much more serious than that of an established business. Chances are, there’s nothing to fall back on. For many of your potential customers, the mistake is often the only thing they know about your company.

Building a brand isn’t easy. There are many factors that come into play. Keeping your business relevant in an ever-changing market can be arduous and sometimes a daunting task. This article will help shed some light on things your company may be doing that may not represent your brand well.

Let’s take a minute to consider the following most common mistakes that could potentially harm your brand and how to fix them.

Brand Identity

Let me ask you these first. Do you offer brand names for less or designer names at a premium? Are you hip and cool? Or are you classic and reliable? One of the mistakes that people make when branding their business is they try to be everything to everyone.

This is why you need to start the branding process by asking yourself the basic question: Who am I? Who are we or what do we provide to the people we serve?

If you struggle to find an answer, think back to why you started your business in the first place. If you have nothing unique to offer regarding your brand, you will find it difficult to establish yourself as the expert and/or leader in your niche. For instance, perhaps you opened a running supplies shop because there are hundreds of running enthusiasts in your neighborhood. However, there is no other shop that sold compression socks and the latest running shoes. And these are in demand. Now, you are the only local running supplies shop in the area that specializes in the latest running gear, shoes, and apparel. This gives you an advantage over your competitors because you’re offering something that others do not have. This makes you unique and sets you apart from your competitors.

Building Rome in a Day

I’m sorry to break it to you but you cannot build a brand in a day. Such magic does not occur. However, it can be built over time with strategic marketing planning, which brings us to our “what.” What kind of product or experience do you have to offer?

Another big mistake business owners make is attempting to speed up their marketing efforts by trying something for 1-2 months then ditching it because it hasn’t produced the immediate results they desired. They try something else and so on, and on. They repeat the cycle of trying new things without really giving it considerable time and effort. Not only does this confuse your customer, but it can also harm your brand. Best to build your brand properly and establish the foundation and scale-up strategically.

Now here are some strategies to help you build your brand or take it to that next level.

First, ask yourself what makes you different, special, unique, fantastic (insert your own adjective here) – well you get the point! Basically, why should anyone pay attention to you? What do you have to offer? Decide on core messaging and commit to it. Yes, your marketing campaigns and methods of advertising will evolve over time, but that central identity to your brand should remain unchanged. Defining and knowing your brand is a key step in every step you take from there. From your messaging online to your sales brochures, you should hire a design agency that knows how to define your brand and create that brand message.

Brand Visibility

Now that they know who you are and what you offer – how can they get it?

In branding, it’s visually important that they recognize the look and voice of your brand. But if they can’t find you, it doesn’t do you any good. You have to capitalize on that recognition by being readily available when they need you. In other words, you need to include important details like location and contact information in your branding and marketing materials. This includes from your email signature lines, advertisements, brochures, business cards, postcards and even website narrative. Don’t make the rookie mistake of creating marketing materials without listing important details such as contact information and locations. Also, include dates and times as well especially if you’re having an event. Make sure you are on top of your game!

In addition to being visible, make sure you also have a CTA or Call-to-Action on your website where potential customers are able to connect with you further. Or at least give them an action plan on what they should do next. If you neglect this part, especially for the people who are searching for you online, then you may have just lost a potential paid client.

No Goal

Remember to why you’ve started your business. Then ask yourself, why are you branding your business? This question will help you develop a strategy when it comes to your marketing effort. There are millions of advertising and sponsorships possibilities and sometimes new owners will throw money at every marketing opportunity that comes their way to make themselves known.

Branding your business is easier when you can learn from the mistakes of others and thoughtfully build a brand from the inside out. It all begins with you, the leader in you, that expert in you! It’s how you envisioned your product or service and how your service could improve the lives of your customers. From there, follow these recommendations to build a brand that truly represents who you are and why you matter.

Further reading –

If you like this article, here’s another one that explains more about branding and marketing mistakes.

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