We're bombarded with thousands of marketing messages and ads a day.
In order for your message to cut through the clutter it must not only look good, but also be unique.
Good design makes you stand out, not just fit in. You must be unique so people can remember you.
If you look like all the other companies in your space, then guess what, your customer will shop around and opt for the cheapest option.
If they don't see the difference, why would they choose you?
You need stand out among your competitors in order to communicate your value.
After all, design is the ultimate differentiator of any business.
But how you differentiate from the crowd if you don't really know who you are?
That comes down to the first mistake as well - you need to research your competitors, look for points of differentiation, then define who you are, who your customers are and how to connect with them.
Don't pretend to be something that you are not.
Find out who you really are and build on that.
Once you have a clear mission and vision in place, then you can create visual and verbal messages that will help you stand out and communicate your value.
4. Not connecting with the right audience
As I mentioned earlier, connecting with the right audience is crucial.
It's not about just finding a great designer with style style you like.
What you like, may not necessarily be good for your business.This is where a lot of people fall in short.
If you start the branding process, you must know your target audience:
Where they are
What they do
How old they are
What their income is
What are their needs
If you don’t connect with your customers in a personal way, you’ll fall behind competitors that do so.
That’s just the way business works these days.
Whether you’re a startup or an enterprise corporation, you’ll find that personalization is more important than ever before.
But what if you’re trying to connect but the audience just isn’t receptive? This can be discouraging.
Luckily, you can often pinpoint the reason why your audience isn’t connecting with your brand, and if you fix the issue, people will be more than happy to engage with you in the future.
A crucial step is to create customer personas - again brand strategy is fundamental.
5. Stretching your brand to far
Over the last decade, brand extension has become one of the hottest subjects in brand management.
However, many reputable companies have learned that stretched brand extensions can easily go wrong.
Just look at Virgin's brand architecture, it's an absolute chaos.
Unlike traditional line extensions (i.e. from Coke Classic to Coke Diet), a brand extension leads into new and often unknown territory that may be dominated by other big competitors.
McDonald’s wanted to get a slice of the pizza business but failed to convince consumers to follow in this new category.
For Heinz, it was getting from ketchups to mustards and for Bic, it was extending its brand from disposable pens to shavers, perfumes, windsurf boards and even… disposable panties!
6. Not providing great brand experience
Consumers say negative interactions with staff is the top cause of bad brand experiences, according to recent research from InMoment.
The report was based on data from a survey of 2,000 consumers and 1,000 employees of brands in the United States.
Nearly three-fourths of consumers (74%) say negative interactions with staff (poor attitude, lack of knowledge, etc.) is a cause of bad brand experiences.
In contrast, just 29% of brand employees surveyed say negative staff interactions play a major role in bad experiences.
Other top contributors to bad brand experiences cited by consumers are a lack of understanding of individual needs, no staff available to help when necessary, and delivering products/services that are not what are expected.
Companies significantly underestimate the impact of bad brand experiences, the survey found.
Some 23% of consumers say they would stop using a brand after a bad experience.
However, just 6% of brand respondents say bad experiences lead consumers to stop using their products/services.
Brand experience is not only about your stuff, but also your website experience and every other touch-point where customers comes in contact with your brand.
7. Failing to protect and defend
Even if you don’t realize it, everyone deals with trademarks on a daily basis.
“Trademark” is another way of referring to brands, and you must protect your brand if you want to build a real business.
Consumers’ purchasing decisions are influenced by trademarks and the reputation such brands represent.
It is important for business people to have an understanding of why trademarks are important assets and how they help grow their business.
Should I Trademark or Copyright my Logo?[/caption]Do your due diligence before investing a lot of time and money in launching a new brand.