Branding, a frequently used term within the business area; essentially means to build a unique, recognizable identity that makes a promise of value. Therefore a brand creates a consciousness, or an awareness of your business, preferably its core strengths.
When starting your own business, one of your most important concerns should be the act of developing your company’s ‘personality’ or ‘image’ as seen by the general public. This image is your brand. A brand is basically how a company is perceived by its customers or prospective customers – the things they associate with your business, and the value they expect to receive.
Branding a business is not an exact science; it is more of an art. For this reason, most startups fail at branding themselves effectively within their industry. This article sees to highlight the most common mistakes made by startups as it relates to branding, and how they can be avoided.
Mistake #1: Trying to please everybody
This is never a good idea for the simple reason that, you would have to spread yourself too thin and won’t have a definite focus. Not only is this approach unwise, it is also impractical – you can never position you business in such a way as to be able to satisfy all needs. It is much more effective to position you business in a niche, based on a specific target market.
Mistake #2: Lack of analytical and strategic thinking
Too often, too many companies just think of branding as establishing a catchy logo or a hilarious tagline. Branding is much more than simply vying for attention aimlessly. Your brand should bring to your customers attention, something that they want but are unable to get from your competitors; and are able to get from you. It’s about differentiating your business from the rest, based on tangible benefits. For instance; maybe you provide unrivaled customer service, or your emphasis could be on quality standards, etc.
Mistake #3: Lack of consistency in promoting brand
Consistency is key; it is of utmost importance that the brand of your company is consistently visible. Maintain the brand, make sure some facet of it is always seen in company e-mails, viewed in ads, written in company slogans or depicted within the logo. Whatever you do, ensure that in all aspects of contact with customers or potential customers you brand is being portrayed. If people see it often enough, it will eventually be hard for them to forget it.
Mistake #4: Not knowing your core strengths
If your business cannot provide overnight delivery, do not profess to be able to do so. Define what you can and can not deliver and stick to what you can do. Remember that it’s better to over deliver than don’t deliver.
Mistake #5: Lack of proper marketing plan
Some companies have a fantastic brand strategy in place but lack the basic resources as well as a feasible marketing plan to reach their target market. A well though-out marketing plan is mandatory for your branding strategy to be successful.
In preparing to successfully brand your startup company, knowledge of some of the basic pitfalls to avoid can be the difference between your company being a phenomenal success or a dismal failure!
Silvia Pencak is The Magnetic Look Expert and Mentor. For over 7 years Silvia kept building successful venues in Europe and Canada. She became known as the expert in building a powerful brand and is often asked for advice in management, marketing and organizational areas of building a personal and business brand. Over the years she started to notice that power of branding, authenticity, relationship building and marketing efforts can make or break a successful business. Silvia shares her expertise online at to help other women entrepreneurs build successful brand and extraordinary lifestyle and to support those who don’t settle for a mediocre business and average lifestyle. Join Silvia and others for the Stand Out and Thrive Teleseries
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