Branding has turned into something that is unquestionably crucial and is widely used in every company. From elements, one can easily recognize, such as logo and taglines, to a more complicated component, including value and recognition. While it seems easy to build a brand, building the right branding is never an overnight process.
The right branding differs from one company to another, but it is proven that the right branding will boost your company’s success. For instance, with the right branding, one can see an increase in the number of sales, both from existing consumers and new customers. Successful branding also elevates one’s business and could even raise brand awareness and gain more trust from the public. On the other hand, if the branding flops, it can be the worst nightmare for every company. Tag along to uncover the common mistakes that companies make with their branding, and what we can learn from them.
Mistake No #1: Failing to Connect and Understand Your Target Audience
Before one could start selling, they have to understand what kind of audience they are speaking to. Not everyone can be your audience. As a brand, you should have a deep understanding of your targeted audience’s demands and expectations. Not only that, you also have to include the emotional bond your loyal customers had with your brand. This way, your branding and the message that you want to convey can reach the right audience.
Mistake No #2: Neglecting Your Competitors
There are thousands of brands around us. As a result, we are being bombarded with thousands of their marketing messages and ads daily. This means that the product or service that you offer is not the only one in the market. It is crucial to know who your competitors are and what they are offering. This way, your brand can improve by analyzing the market, and even be more initiative in making the right marketing campaigns.
Mistake No #3: Not Having A Strong Value Proposition
The third mistake that is often seen in brands is when they ignore the advantages of having a strong value proposition. A strong value proposition could benefit your brand in so many ways. It can increase the chance of your brand to stand out from the market and be easily recognized by your customers. Failing to have a strong value proposition will make your customers confused as to why they ought to choose your brand over the others.
Let’s take Tolak Angin as an example. This Indonesian brand has a powerful value proposition that says “Orang pintar minum Tolak Angin.” By using that tagline as its main value proposition, Tolak Angin successfully changes the perception of the community. Herbal medicine that was once perceived as a traditional medicine only consumed by the traditional people, has become a herbal medicine that is suitable for modern people as well.
Mistake No #4: Not Having The Right Brand Guidelines
It doesn’t matter if you are a large governmental company or a newly built startup company, a brand guideline is the key to a trustworthy brand. A company that fails to have clear brand guidelines has a bigger potential to appear inconsistent and unprofessional.
Clear brand guidelines should cover the following areas:
- How, when, and where to use the logo
- Tone, voice, and writing style
- Color schemes
- Visuals, fonts, typography
Furthermore, having clear brand guidelines can help your brand to work more efficiently. It is also easier to monitor your content across every platform that your company represents and stay consistent in every content.
Mistake No #5: Failing to Innovate
Simply put, without innovating, your brand is, basically, dead. Innovating your brand is the key to reinventing the industry. Brand innovations refer to changes that can improve your brand, be it tangible or intangible, and can be in any form such as design, materials, campaigns, and overall user experience. This innovation can help cultivate new ideas, boost creativity, and even leverage selling.
But, you cannot just simply innovate. There are a few things to keep in mind before you do. The fundamental thing when you innovate is to do your research upfront, while at the same time, asking for feedback from the public. These, in turn, will help you do the right transformation and improvement that can sustain you in the long run.
The old business saying “people don’t buy products, they buy brands” is still very relatable. In short, what matters the most is the promise you give to your customers from your brand. Once that trust is well established, you will never want to look back and make the same mistakes again.
Interested in building great branding? Find out more about our programs, and how it can help you succeed in branding. Collaborate with us and bring your brand to the next level, now.