“Does it not bother you that you designed something that looks from a logo and name perspective almost looks almost exactly as another product Lori invested in?”—Robert Herjavec
When you compare these two logos side by side, they may in fact look too similar in some aspect (name, colors, font).
Here’s also the clip of Lori making a point about plagiarism:
“Your logo is so close to Scrubb Daddy’s. You use the same font... It never crossed your mind? When your logo is really close—I don’t like that and I don’t want the confusion in the market.“—Lori Greiner
Of course, eventually the company had to redesign the logo—but this could have been avoided altogether.
I’d strongly advise you to do everything you can to make you brand must to look legit—right from the get go!
If you do it right, you will be able to make a good first impression on both: your customers and on your investors alike.
3. Find a brand purpose
Besides having a good name, logo and packaging—you should also consider finding a brand purpose.
You see, customers these days want to buy products from purpose-driven companies.
“Businesses now need to have some kind of a purpose, right? And you actually have that. You're just not telling us (...) that' the biggest miss here.”
Just to give you more context, also take a listen to what Mark Cuban saidabout that as well.
“That's your whole sales pitch: it tastes great, doesn't use water, low cost, low cal. And oh by the way, there's antioxidants—and you didn't use it at all. You should repackage it to something that has to do with saving the country, the world from droughts. That's your missing piece...”
Now, depending on what type of company you have—you can always find something to stand for.
Learn more about brand purpose in my other article.
Also check out my free brand strategy guide, where the first exercise is about finding a brand purpose.
4. Craft your messaging
Whether you can find a great purpose or not, you’ll certainly need to craft a clear and concise brand message.
Unfortunately, many entrepreneurs get it wrong—they tend to focus on too many things at once.
“I find your messaging is mixed up. I’m not sure if the message is ‘save your finger’ or this is a fashion statement(?)” —Barbara Corcoran
For the context, this entrepreneur sells rings that are made of silicon. First, he told the story about how he almost lost his finger, but then he was also talking about the ring being a cool fashion statement.
Remember—if you confuse, you lose!
Focus on solving a singular problem or on offering a single value proposition, so that people can remember you for that one thing.
Don’t try to be too many things at once, cater to a specific audience.
5. Plan your marketing
The next branding lesson is about having a plan for your marketing, because the ability to reach customers is key to the success of any business.
Even if you’re just starting out, you’ll have to create a marketing plan.