While branding can be extremely important, in order for it to be successful it has to be done right. There are countless assumptions and mistakes that can be a death sentence for even a branding concept with high potential. Here are some of the most common mistakes people make when considering branding for their business.
You Have to be Established Before You Can Brand Yourself
This is a big mistake people tend to make when just starting out. Branding is all about making yourself known and relatable to your target audience, so the earlier you start conceptualizing your brand and your company’s personality the better.
You Just Have to Get Lucky
Another misconception people have about branding is that it’s mostly lucky if your brand takes off, or you have to have a stellar brand image from the start or else you’re doomed. The key difference that people don’t really see from the outside is the work on the back end in designing a brand based on a target audience. Before releasing a brand and all throughout the branding process, you should be researching your target audience and learning about them. Try to identify what problem they are looking to solve, age, and cultural demographics, and getting a feel for what the average person is like in your target audience. If you can make connections with your target audience early and identify with the problem they’re trying to solve, this will drastically increase your chances of having a successful branding campaign.
A Good Brand and A Good Product are the Same Things
Another big mistake people make is thinking that their brand and product are one and the same. The reality is that your brand is so much more than your product. Your brand is essentially the reason for your product existing, the why behind your product, as well as the spirit of your company. This also includes your company values. This will help customers identify with your company and brand as more than just a product and the company that makes it. This connection and brand loyalty will help bring in more customers as well as form an almost identification of customers with your brand. Think of it as people who identify with Coke products compared to those who identify with Pepsi.