The Top 5 Biggest Mistakes You Might Be Making With Your Brand

Mistakes are a normal part of life and of business - especially when it comes to branding. Read on to find out what mistakes you might be making with your brand, and how to fix them!

Brand Mistake #1

You Lack Consistency And Focus

Presenting a consistent and cohesive brand identity is crucial to success.

A consistent brand with a clear focus:

  • Differentiates your brand from competitors

  • Conveys dependability which builds trust and loyalty with consumers

  • Makes your brand more memorable and recognizable

  • Can increase revenue by an average of 33%

Brand Mistake #2

You Don’t Practice What You Preach

In a world full of performative corporate activism and an increasingly conscious consumer culture, you'd better have the receipts. 64% of consumers cite shared values as the primary reason they have a relationship with a brand. Every part of your business should align with your brand values, not just your marketing.

This includes:

  • Company culture and hiring practices

  • Diversity, inclusivity, and equity at all levels of your company

  • Customer service policies and practices

Brand Mistake #3

Your Target Demographic Is Too Broad

It's tempting to keep your demographic broad and your branding neutral so as not to alienate any potential customers. The problem is, when you brand for everyone, you actually brand for no one. Target demographics should be just that: targeted. Customers respond to brands with personality, and to be bland is to be forgettable. A brand's personality doesn't need to be loud or controversial, but it should be specific, compelling, and intentional. It should align with the values, needs, and desires of your audience. Creating and understanding a narrow target audience is crucial to standing out against competitors and building a successful business.

Brand Mistake #4

Your Branding Is Based On Your Personal Taste And Not The Market

Sometimes your brand is you, and should reflect your personal style and taste. But more often than not, a brand is bigger than its founder and what's right for the brand doesn't always line up with the founder's personal taste. It helps to research and focus group your brand identity to get a feel for what your target demographic responds to. Without hard data and an understanding of how psychology and branding intersect, it's easy to miss the mark. The best thing to do to avoid this mistake is to hire professionals who understand your industry. The second best thing is to do your own market research and ask for feedback as much as possible.

Brand Mistake #5

You’re Not Paying Attention To Brand Architecture

Brand Architecture is a family tree of brands, a hierarchy of your company's entire portfolio of offerings. It's a framework that outlines how each of your products or services relate to each other.

Good Brand Architecture brings clarity, synergy, and leverage to your portfolio and enables you to:

  • Ensure symbiotic and complementary relationships between offerings

  • Avoid unnecessary competition between similar products in the same portfolio

  • Bring a holistic approach your marketing strategy and maximize ROI

  • Provide leverage for brand extensions and expansion to new markets

Need clarification or help with any of the above? Drop us a line! We’ve got your back.

Summer Begnaud