Whether you’re rebranding, launching a brand or simply continuing to build a brand you’ve started, there are some key things to avoid:
1. Not knowing what your brand stands for
One of the biggest mistakes in branding requires you to bring your business back to its roots. What does your business stand for? What story are you telling? If you’re designing a logo or sending out a Tweet, there is a meaning behind the brand for all of that. Not knowing, could be a detriment to your business. Your business needs a persona. An easy solution? Make sure that your branding incorporates personality in its coloring, logo, motto, etc. Then you and your customers won’t forget what your brand is all about.
2. Inconsistent representation of your brand
This is where a style guide comes into play—a document that outlines what your brand is and isn’t, keywords that define the brand, colors and fonts that should be used, and other items that clarify and define your brand. Using a document like this will allow you and any employees you have to represent your brand consistently on all platforms—your website, social media, customer service, and every other place in which your business is in contact with its customers or employees.
3. Forgetting about emotions
Your brand is not just visuals; it’s perception. It’s the feelings that your customers experience when they interact with your business. If they open your website, see your logo, or scroll through your social media feed, they should feel something. Your loyal customers will be the ones that love your brand and everything about it. If you’re not creating reactions and are forgetting about emotions, you’re not putting anything out there for customers to fall in love with. You want them to fall in love with your brand. To test this out, take a look at the logos of your favorite brands. How do they make you feel? Remember those emotions as you work with your brand. What emotions are you trying to stir?
If you remember these three items, you’ll be well on your way to branding your business without error. You’ll know what your brand is about, you’ll make it clear on all platforms and you’ll create a reaction.
But remember, you cannot simply put a brand out there, leave it on autopilot and let it ride. That is a recipe for disaster! The Agency is here to guide small business owners through the branding process, get in touch for a consultation. We’re here to help!
Cheers to brands that say something!