When we think about great branding, these iconic images likely come to mind McDonalds distinctive yellow ‘M’ Coca Cola’s red and white lettering and Starbucks’ green mermaid. Companies spend copious amounts of time and money to establish their brand – their identity. They create a name and catchy tagline with a promise to deliver. But, sometimes even the best intentions can go awry. One mistake can derail even the best idea. But, with a little caution, these five most common branding mishaps can be avoided.
1. Inconsistent Identity
Consistency is everything. It builds familiarity and, eventually, loyalty. Take Coca Cola for example – their original logo hasn’t changed much from 1887. They have done a good job of clearly and consistently communicating their message in multiple ways for decades. And, when they did falter with changing the Coke formula, they quickly remedied the situation and went back to their original brand. They learned a valuable lesson and many other companies learned from it, too.
2. Making Branding A Low Priority
If you focus on building an audience before building a brand, you may not get very far. Branding is a company’s foundation, so make it a priority from the start.
3. Failing to Understand Your Audience
Businesses must define the boundaries of their audience. Identifying your target audience is the first step. Don’t skimp on this; otherwise, you’ll be forced to cast a wide net with the hopes of catching the right audience.
4. Believing Authenticity Doesn't Matter
Be real! Communication and authenticity play a crucial role in developing and maintaining your brand.
5. Focusing On Multiple Messages
A clear, consistent, concise message helps define your brand. Simply identify three key messages about your company and use them over and over again via all marketing channels. Abandon your messaging, and you risk abandoning your brand.
If you would like professional assistance with your branding, messaging and creating more awareness for your organization, give us a quick email at info@nspublicrelations.com.