The don’ts of branding your business

With the growth of social media, more businesses are branding themselves than ever, even the small businesses. Creating a successful isn’t easy and does not happen over night. It does take some time. Here are a few things to help you in creating your brand for your business or products.

Ignoring real strengths: We always see companies who overlook their real strengths. Some businesses even make fake claims in their branding campaign. Be honest and avoid making false commitments. Find out your real strengths and stick to them during your entire branding campaign. Working on your business’ weakness is a good thing, but be careful when publicizing it.

Over promising, Under delivering: Don’t over promise to your clients and then under deliver and destroying their trust in your brand. Over promising can help you in creating an initial buzz but the inability to deliver what you have promised to your customers can put you in danger of losing credibility, and more importantly, harm your brand reputation.

Vision: Not having the right vision can harm your brand, and ultimately your business. Your branding strategy should always be driven by your vision and not by your short term goals.

Copying competitors: This is a big no no! This is one of the most common mistake businesses do while creating their branding strategy. Just because a campaign works for another business, it doesn’t mean it will work for you. Branding is to stand out of the crowd, so doing the same thing as your competitors won’t help you. To stand out from the crowd and leverage the real benefits of branding, you need to do something unique. Being different is beneficial, when branded correctly.

Inconsistency: Branding is a long term process. Do not expect overnight results from a branding campaign for your business or product. Many companies stop their branding campaigns when they can’t see quick results they were expecting, and wonder why they fail. Branding is not a quick solution. Don’t expect it to be.


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Is your marketing material professional?

You are given little opportunity to convince your target demographic the value your product(s)/service(s) hold. If you can’t convince your target clients to read your promotional material, marketing your business will be hard. Is it clean, catchy and uncluttered?

Here are a three things to remember when you create/recreate your marketing material:

Professionalism. If your material doesn’t look professional, your clients will assume that you don’t take your business seriously. Believe it or not, we live in a superficial world where first impressions mean everything. They will also assume that you can’t provide quality products and services.

Clean, simple, and to the point. Some businesses try to get away with fitting all the information into one brochure to save on expenses. The more text you have and the smaller the text it, your brochure is more likely going to be pushed aside or even thrown away. If your material is simple, easy to follow, then there is more chance that your prospects will take the time to read it. Don’t clutter your material with photos, symbols, logos, etc. everywhere. Remember people have short attention spans. Keep it clean, simple and to the point.

Consistency. Is all your print material consistent? Make sure you use a consistent theme, with complimentary colours that are easy on the eye. If you have multiple print material with multiple themes, it gives the appearance of being unorganized and unprofessional.

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