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Branding Mistakes
Brand Building
Brand Strategy
Business Growth
Avoid Branding Errors
ARTICLE #15
Table of contents
The 10 most common mistakes to avoid when building a brand
Branding Mistakes
Brand Building
Brand Strategy
Business Growth
Avoid Branding Errors
Written by:
6 min read
Updated on: March 28, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Building a brand requires a thoughtful and deliberate effort beyond having an attractive logo and some social media posts. Brands have to invest a lot of time and resources into research, understanding competitors, and consulting experts to create a real identity.
A brand should be authentic to accurately and truthfully reflect the company while remaining consistent. It is also important for every business to understand the essentials of branding.
Whether you are launching your first startup or have been in business for years, it is important to monitor your branding strategies continually. This ensures that your story aligns with your company's mission and vision. Although mistakes are inevitable, being aware of common pitfalls can help. If you don't want your brand to fail, avoid making any of these 10 common branding mistakes.
Building a brand requires a thoughtful and deliberate effort beyond having an attractive logo and some social media posts. Brands have to invest a lot of time and resources into research, understanding competitors, and consulting experts to create a real identity.
A brand should be authentic to accurately and truthfully reflect the company while remaining consistent. It is also important for every business to understand the essentials of branding.
Whether you are launching your first startup or have been in business for years, it is important to monitor your branding strategies continually. This ensures that your story aligns with your company's mission and vision. Although mistakes are inevitable, being aware of common pitfalls can help. If you don't want your brand to fail, avoid making any of these 10 common branding mistakes.
Building a brand requires a thoughtful and deliberate effort beyond having an attractive logo and some social media posts. Brands have to invest a lot of time and resources into research, understanding competitors, and consulting experts to create a real identity.
A brand should be authentic to accurately and truthfully reflect the company while remaining consistent. It is also important for every business to understand the essentials of branding.
Whether you are launching your first startup or have been in business for years, it is important to monitor your branding strategies continually. This ensures that your story aligns with your company's mission and vision. Although mistakes are inevitable, being aware of common pitfalls can help. If you don't want your brand to fail, avoid making any of these 10 common branding mistakes.
1. Failing to identify your target audience
1. Failing to identify your target audience
1. Failing to identify your target audience
Your business needs a clearly defined target audience to market its products and services. Without knowing who you are selling to, you will encounter trouble when creating strategies for new products and services.
You should start by conducting research and determining who your potential customers are for your online brand building. If you bring your business online, you can attract new customers. To define your target audience, look for things like the age range of your target market, specific demographics, and geographical areas in which you will be selling your product.
Your business needs a clearly defined target audience to market its products and services. Without knowing who you are selling to, you will encounter trouble when creating strategies for new products and services.
You should start by conducting research and determining who your potential customers are for your online brand building. If you bring your business online, you can attract new customers. To define your target audience, look for things like the age range of your target market, specific demographics, and geographical areas in which you will be selling your product.
Your business needs a clearly defined target audience to market its products and services. Without knowing who you are selling to, you will encounter trouble when creating strategies for new products and services.
You should start by conducting research and determining who your potential customers are for your online brand building. If you bring your business online, you can attract new customers. To define your target audience, look for things like the age range of your target market, specific demographics, and geographical areas in which you will be selling your product.
2. Overusing or underusing social media
It is easy to maintain an online presence and engage consistently across multiple social media platforms simultaneously. However, it is more important to focus on the platforms that bring you the most clients.
Search for channels that work best for your business, and then concentrate on one or two. You will get time to invest your efforts more into creating high-quality content for those specific channels. You have to ensure quality dominates over quantity.
On the other hand, if you don't have an online presence, it will make it hard for your business to be discovered. When people hear about a new business, they often search for it online. If they can't find any information, they may forget about it. So, maintain a social media presence for online visibility. Try to add relevant content to show your business is ready and active for clients.
Note: You can find good social media specialists with the know-how to appeal to every target demographic on every platform.
It is easy to maintain an online presence and engage consistently across multiple social media platforms simultaneously. However, it is more important to focus on the platforms that bring you the most clients.
Search for channels that work best for your business, and then concentrate on one or two. You will get time to invest your efforts more into creating high-quality content for those specific channels. You have to ensure quality dominates over quantity.
On the other hand, if you don't have an online presence, it will make it hard for your business to be discovered. When people hear about a new business, they often search for it online. If they can't find any information, they may forget about it. So, maintain a social media presence for online visibility. Try to add relevant content to show your business is ready and active for clients.
Note: You can find good social media specialists with the know-how to appeal to every target demographic on every platform.
It is easy to maintain an online presence and engage consistently across multiple social media platforms simultaneously. However, it is more important to focus on the platforms that bring you the most clients.
Search for channels that work best for your business, and then concentrate on one or two. You will get time to invest your efforts more into creating high-quality content for those specific channels. You have to ensure quality dominates over quantity.
On the other hand, if you don't have an online presence, it will make it hard for your business to be discovered. When people hear about a new business, they often search for it online. If they can't find any information, they may forget about it. So, maintain a social media presence for online visibility. Try to add relevant content to show your business is ready and active for clients.
Note: You can find good social media specialists with the know-how to appeal to every target demographic on every platform.
3. Neglecting to document your brand strategy
A successful online branding strategy requires careful planning and thorough documentation. You should try to record everything discussed, suggested, and implemented.
If your business campaign succeeds, you may want to replicate it, which will require detailed records of what made it successful, including brainstorming sessions, meeting minutes, and research history. Without proper documentation, you may risk losing valuable information and statistics.
This data is needed to track your brand image and campaign performance online. It also helps you make informed adjustments and improvements to your branding strategy, including large-scale changes if necessary.
A successful online branding strategy requires careful planning and thorough documentation. You should try to record everything discussed, suggested, and implemented.
If your business campaign succeeds, you may want to replicate it, which will require detailed records of what made it successful, including brainstorming sessions, meeting minutes, and research history. Without proper documentation, you may risk losing valuable information and statistics.
This data is needed to track your brand image and campaign performance online. It also helps you make informed adjustments and improvements to your branding strategy, including large-scale changes if necessary.
A successful online branding strategy requires careful planning and thorough documentation. You should try to record everything discussed, suggested, and implemented.
If your business campaign succeeds, you may want to replicate it, which will require detailed records of what made it successful, including brainstorming sessions, meeting minutes, and research history. Without proper documentation, you may risk losing valuable information and statistics.
This data is needed to track your brand image and campaign performance online. It also helps you make informed adjustments and improvements to your branding strategy, including large-scale changes if necessary.
4. Lack of understanding of where effective branding begins
Successful branding starts within your company, beginning with the core values. If you want to launch a new brand effectively, start by rolling it out and testing it internally.
You need to ensure that the employees understand the company's values, tone of voice, and how to handle different situations. Brand buy-in should start at the top and be demonstrated through examples. Employees must be used as brand ambassadors to represent the brand.
Successful branding starts within your company, beginning with the core values. If you want to launch a new brand effectively, start by rolling it out and testing it internally.
You need to ensure that the employees understand the company's values, tone of voice, and how to handle different situations. Brand buy-in should start at the top and be demonstrated through examples. Employees must be used as brand ambassadors to represent the brand.
Successful branding starts within your company, beginning with the core values. If you want to launch a new brand effectively, start by rolling it out and testing it internally.
You need to ensure that the employees understand the company's values, tone of voice, and how to handle different situations. Brand buy-in should start at the top and be demonstrated through examples. Employees must be used as brand ambassadors to represent the brand.
5. Using weak or ineffective visuals
Many powerful brands have been built using memorable visuals that communicate something about the brand, such as Coca-Cola's contour bottle, Marlboro's cowboy, and Geico's gecko. Entrepreneurs should find a visual that reflects their marketing strategy before launching a product.
Strong visuals are as important as the product or service itself. When building a brand, you should avoid complicated visuals and low-resolution images that can drive potential customers away. Powerful brands rely on clear, memorable visuals to achieve Top-of-Mind Awareness (TOMA) and ensure they are remembered by their customers.
Many powerful brands have been built using memorable visuals that communicate something about the brand, such as Coca-Cola's contour bottle, Marlboro's cowboy, and Geico's gecko. Entrepreneurs should find a visual that reflects their marketing strategy before launching a product.
Strong visuals are as important as the product or service itself. When building a brand, you should avoid complicated visuals and low-resolution images that can drive potential customers away. Powerful brands rely on clear, memorable visuals to achieve Top-of-Mind Awareness (TOMA) and ensure they are remembered by their customers.
Many powerful brands have been built using memorable visuals that communicate something about the brand, such as Coca-Cola's contour bottle, Marlboro's cowboy, and Geico's gecko. Entrepreneurs should find a visual that reflects their marketing strategy before launching a product.
Strong visuals are as important as the product or service itself. When building a brand, you should avoid complicated visuals and low-resolution images that can drive potential customers away. Powerful brands rely on clear, memorable visuals to achieve Top-of-Mind Awareness (TOMA) and ensure they are remembered by their customers.
6. Missing out on immediate opportunities
When you try to serve bigger companies, many smaller businesses, solo entrepreneurs, and startups will come your way without even trying. You can work with them for success without clinging to the idea of helping big companies.
While taking advantage of immediate opportunities, you shouldn't say yes to any and every opportunity. When building a new brand you might think that any publicity is good but it won't help build your brand long term.
It is better to narrow down your brand's focus and concentrate on building relationships in those specific areas.
When you try to serve bigger companies, many smaller businesses, solo entrepreneurs, and startups will come your way without even trying. You can work with them for success without clinging to the idea of helping big companies.
While taking advantage of immediate opportunities, you shouldn't say yes to any and every opportunity. When building a new brand you might think that any publicity is good but it won't help build your brand long term.
It is better to narrow down your brand's focus and concentrate on building relationships in those specific areas.
When you try to serve bigger companies, many smaller businesses, solo entrepreneurs, and startups will come your way without even trying. You can work with them for success without clinging to the idea of helping big companies.
While taking advantage of immediate opportunities, you shouldn't say yes to any and every opportunity. When building a new brand you might think that any publicity is good but it won't help build your brand long term.
It is better to narrow down your brand's focus and concentrate on building relationships in those specific areas.
7. Not making strict brand guidelines
Once you have built your brand, it is important to establish clear guidelines and have a dedicated team to manage it. Having a small part-time task force can make a difference by answering brand-related questions and monitoring brand usage across the company.
Proper brand usage must be communicated throughout the organisation. Make brand guidelines and assets such as logo files, typography, and colours easily accessible both internally and publicly.
A simple web page dedicated to brand usage and providing access to brand assets can prevent costly mistakes and strengthen brand value. You can also have buy-in at all company levels from entry level employees to executives. Share the vision and future goals with employees to educate them on proper brand usage.
Many brand studios and agencies remain as consultants after launching a brand. You can benefit from their expertise by having them conduct regular brand audits. Uber's latest rebranding is a good example of this where they have well-executed brand guidelines that cover layout, tone of voice, photography standards, and typography to serve as a model for effective brand management.
Once you have built your brand, it is important to establish clear guidelines and have a dedicated team to manage it. Having a small part-time task force can make a difference by answering brand-related questions and monitoring brand usage across the company.
Proper brand usage must be communicated throughout the organisation. Make brand guidelines and assets such as logo files, typography, and colours easily accessible both internally and publicly.
A simple web page dedicated to brand usage and providing access to brand assets can prevent costly mistakes and strengthen brand value. You can also have buy-in at all company levels from entry level employees to executives. Share the vision and future goals with employees to educate them on proper brand usage.
Many brand studios and agencies remain as consultants after launching a brand. You can benefit from their expertise by having them conduct regular brand audits. Uber's latest rebranding is a good example of this where they have well-executed brand guidelines that cover layout, tone of voice, photography standards, and typography to serve as a model for effective brand management.
Once you have built your brand, it is important to establish clear guidelines and have a dedicated team to manage it. Having a small part-time task force can make a difference by answering brand-related questions and monitoring brand usage across the company.
Proper brand usage must be communicated throughout the organisation. Make brand guidelines and assets such as logo files, typography, and colours easily accessible both internally and publicly.
A simple web page dedicated to brand usage and providing access to brand assets can prevent costly mistakes and strengthen brand value. You can also have buy-in at all company levels from entry level employees to executives. Share the vision and future goals with employees to educate them on proper brand usage.
Many brand studios and agencies remain as consultants after launching a brand. You can benefit from their expertise by having them conduct regular brand audits. Uber's latest rebranding is a good example of this where they have well-executed brand guidelines that cover layout, tone of voice, photography standards, and typography to serve as a model for effective brand management.
8. Absence of a consistent brand voice
It is better to avoid following current design trends or fags when creating a brand. If you chase the latest designs, your brand will be outdated quickly. You should focus on creating a timeless identity that communicates your message clearly and simply.
You must analyse your brand voice to find out how the brand will speak and appear. It is achievable by choosing the right Brand Studio. Review their case studies and portfolios to seek recommendations from businesses with strong brand presence.
Brands like Nike, CBS, Shell, IBM, and Coca-Cola have timeless logos that have remained consistent for decades. All brands share a common feature: simplicity.
It is better to avoid following current design trends or fags when creating a brand. If you chase the latest designs, your brand will be outdated quickly. You should focus on creating a timeless identity that communicates your message clearly and simply.
You must analyse your brand voice to find out how the brand will speak and appear. It is achievable by choosing the right Brand Studio. Review their case studies and portfolios to seek recommendations from businesses with strong brand presence.
Brands like Nike, CBS, Shell, IBM, and Coca-Cola have timeless logos that have remained consistent for decades. All brands share a common feature: simplicity.
It is better to avoid following current design trends or fags when creating a brand. If you chase the latest designs, your brand will be outdated quickly. You should focus on creating a timeless identity that communicates your message clearly and simply.
You must analyse your brand voice to find out how the brand will speak and appear. It is achievable by choosing the right Brand Studio. Review their case studies and portfolios to seek recommendations from businesses with strong brand presence.
Brands like Nike, CBS, Shell, IBM, and Coca-Cola have timeless logos that have remained consistent for decades. All brands share a common feature: simplicity.
9. Underestimating the power of branding
If you want your business to thrive, you must build a strong brand. Many business owners underestimate the benefits of a well-developed brand, but neglecting its importance can lead to missed opportunities for recognition, financial gains, and competitive advantage.
A strong brand boosts customer loyalty and engagement by building trust and emotional connection. Brands with a compelling story attract consumers to more purchases. The perceived quality of products and brand recognition also increases among consumers.
With strong branding strategies, you can reduce advertising costs. Your brand will be recommended to others by your loyal customers. If you underestimate this power, your brand will eventually fall apart.
If you want your business to thrive, you must build a strong brand. Many business owners underestimate the benefits of a well-developed brand, but neglecting its importance can lead to missed opportunities for recognition, financial gains, and competitive advantage.
A strong brand boosts customer loyalty and engagement by building trust and emotional connection. Brands with a compelling story attract consumers to more purchases. The perceived quality of products and brand recognition also increases among consumers.
With strong branding strategies, you can reduce advertising costs. Your brand will be recommended to others by your loyal customers. If you underestimate this power, your brand will eventually fall apart.
If you want your business to thrive, you must build a strong brand. Many business owners underestimate the benefits of a well-developed brand, but neglecting its importance can lead to missed opportunities for recognition, financial gains, and competitive advantage.
A strong brand boosts customer loyalty and engagement by building trust and emotional connection. Brands with a compelling story attract consumers to more purchases. The perceived quality of products and brand recognition also increases among consumers.
With strong branding strategies, you can reduce advertising costs. Your brand will be recommended to others by your loyal customers. If you underestimate this power, your brand will eventually fall apart.
10. Not communicating a clear message with your brand
If you want to effectively communicate your company's purpose, you should focus on clarity and simplicity. Try to clearly define what your company does and why it exists in just one or two sentences.
Highlight what makes your business unique and how it improves the lives of people. Make sure not to overcrowd your messaging with every service or product offering. Instead, you should try to prioritise communicating one or two core services or products that define your company's values proposition.
You might not want your customers to lose interest so invest in refining the core mission and values of your business.
If you want to effectively communicate your company's purpose, you should focus on clarity and simplicity. Try to clearly define what your company does and why it exists in just one or two sentences.
Highlight what makes your business unique and how it improves the lives of people. Make sure not to overcrowd your messaging with every service or product offering. Instead, you should try to prioritise communicating one or two core services or products that define your company's values proposition.
You might not want your customers to lose interest so invest in refining the core mission and values of your business.
If you want to effectively communicate your company's purpose, you should focus on clarity and simplicity. Try to clearly define what your company does and why it exists in just one or two sentences.
Highlight what makes your business unique and how it improves the lives of people. Make sure not to overcrowd your messaging with every service or product offering. Instead, you should try to prioritise communicating one or two core services or products that define your company's values proposition.
You might not want your customers to lose interest so invest in refining the core mission and values of your business.
Frequently Asked Questions
How to avoid brand failure?
If there is one rule in branding that stands above all others, it is probably making a promise to your customers and keeping it. A brand that doesn't make good on its words is the first one to fail.
What makes branding unsuccessful?
An unsuccessful brand focuses too much on product attributes and not enough on brand benefits in consumer communication. You should try to take more points in your brand communication rather than focusing on one or two of the most compelling points of difference. A brand that also frequently changes its positioning and message remains unsuccessful.
What are the three main challenges of establishing a brand?
The three main challenges a brand faces are fewer customers buying its products, energy loss, and emerging reasons not to buy.
Final Thoughts
To build a successful and compelling brand, focus on a core value that deeply matches your target audience. Coca-Cola sells happiness, while Nike inspires motivation. Instead of sticking to dry, explanatory messaging, infuse your brand with tangible energy that connects emotionally with customers. Your business is more than just products and services; its success depends on how you shape customer experience and define brand identity. Once you have achieved these, you will never want to look back.
Frequently Asked Questions
How to avoid brand failure?
If there is one rule in branding that stands above all others, it is probably making a promise to your customers and keeping it. A brand that doesn't make good on its words is the first one to fail.
What makes branding unsuccessful?
An unsuccessful brand focuses too much on product attributes and not enough on brand benefits in consumer communication. You should try to take more points in your brand communication rather than focusing on one or two of the most compelling points of difference. A brand that also frequently changes its positioning and message remains unsuccessful.
What are the three main challenges of establishing a brand?
The three main challenges a brand faces are fewer customers buying its products, energy loss, and emerging reasons not to buy.
Final Thoughts
To build a successful and compelling brand, focus on a core value that deeply matches your target audience. Coca-Cola sells happiness, while Nike inspires motivation. Instead of sticking to dry, explanatory messaging, infuse your brand with tangible energy that connects emotionally with customers. Your business is more than just products and services; its success depends on how you shape customer experience and define brand identity. Once you have achieved these, you will never want to look back.
Frequently Asked Questions
How to avoid brand failure?
If there is one rule in branding that stands above all others, it is probably making a promise to your customers and keeping it. A brand that doesn't make good on its words is the first one to fail.
What makes branding unsuccessful?
An unsuccessful brand focuses too much on product attributes and not enough on brand benefits in consumer communication. You should try to take more points in your brand communication rather than focusing on one or two of the most compelling points of difference. A brand that also frequently changes its positioning and message remains unsuccessful.
What are the three main challenges of establishing a brand?
The three main challenges a brand faces are fewer customers buying its products, energy loss, and emerging reasons not to buy.
Final Thoughts
To build a successful and compelling brand, focus on a core value that deeply matches your target audience. Coca-Cola sells happiness, while Nike inspires motivation. Instead of sticking to dry, explanatory messaging, infuse your brand with tangible energy that connects emotionally with customers. Your business is more than just products and services; its success depends on how you shape customer experience and define brand identity. Once you have achieved these, you will never want to look back.
ARTICLE #15
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