Failing to know your target market
Before you can even think about building a brand that works, you need to know who your audience is. All too often a business will throw themselves in the faces of the public without properly assessing their target market. You can have the flashiest logo and coolest website in the world, but if it doesn’t capture the imagination of the audience you need to attract, then you’ve just wasted a lot of time and effort. Make sure you invest a bit of time and money in getting to know your target market. Once they’re established, you’ll know which direction to take with your brand.
Failing to assess your competitors
Your competitors can unwillingly give you a lot of information about creating a successful brand. Don’t be afraid to have a good hard look into the worlds of some of your successful competitors. If you closely analyse their style and image, and assess any customer feedback they have been given, then you’ll be in a good position to create a brand equally as strong as, or maybe even stronger than your competitors.
Failing to live up to your reputation
Many businesses have completely destroyed their brand due to one simple reason, failing to live up to their promises. If you’re creating a brand and making promises to your customers, then make sure you have the capacity to deliver. You’re brand is what you are saying about you’re company. There’s no point in saying you’re company does something when it doesn’t. When branding, play on the strengths that already exist within your company and not on the strengths that you hope to have in the future.
Failure to regularly evaluate your brand
This is where a majority of businesses fail. Building a successful brand does not happen overnight. It takes time and effort to really get to know your customers and what they are looking for. Make sure you have periodic and on-going surveys that you hand to your customers. Continuing your market research and playing close attention to what your audience wants will help you evolve your brand into something that’s destined for success. Don’t rest on your laurels, because you’ll get left behind.
Failure to strike the emotions of your customers
Emotions are one of the key elements when trying to establish a connection with your customers. If you fail to pluck on the heartstrings of your customers, then you’ll be at risk of losing those customers to another brand that they can connect with. Take Nike as an example, their ‘just do it’ slogan works so well because they know it reinforces that notion of being a go-getter and accomplishing something. Deep down, we all want to feel like an achiever who gets what they want. Instantly, Nike have paired their brand with that feeling, and you don’t need me to tell you that Nike’s branding efforts have worked.
That’s it, five common mistakes that business make when trying to create a brand. Avoid these and follow the guidelines here and you’ll be well on your way to brand success. If you’d like some help with your branding, then JDS Design in Bristol are an award winning creative agency that have helped many businesses market themselves correctly.
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