But as a small business, imagining the level of investment that’s gone into these iconic images can make the thought of undertaking your own branding initiative seem overwhelming.
Worry not, it’s actually easier to do than most imagine. Just make sure to avoid these 5 common pitfalls and branding mistakes.
1. Not Understanding The Power of Your Brand.From a customer-relationship perspective, having a strong brand is obviously advantageous. For instance, when people think of online clothes, they think of Zalora. You want to have that kind of immediate, definitive relationship with your buyers as well.
Defining your brand is also valuable from an SEO perspective. Google likes to prioritize branded listings in its organic search results, since visitors are more likely to click on them.
More clicks tends to equal happier customers, which means that focusing on brand building could lead to unexpected website traffic and awareness benefits.
2. Over Complicating Your Brand.
Take a look at how Coca Cola’s classic script logo has changed since its first usage in 1887.
While the fonts used have varied slightly, the original look is still largely intact after more than 127 years of service.
Small businesses can learn a lesson from this. When initiating the branding process, it can be tempting to add more variables than you truly need.
But your logo doesn’t need to involve six different colors, and it doesn’t need to have six individual graphic elements to represent the different arms of your company.
Clean, simple elements are more likely to be recognized and remembered by consumers.
3. Not Policing Your Brand’s Usage.
Developing and implementing your small business’s brand guidelines is only half the battle.
In addition, you’ve got to be proactive about monitoring where and how others are using your branded elements on your behalf.
If not, you could have competitors creating a logo that looks similar, a review website using your logo and not linking back or a partner publishing an ad featuring your logo but with the wrong colors.
Some of these issues may be minor, but in other situations, it may be necessary to pursue legal action if you feel your branded elements are being infringed upon.
4. Falling Into The Vague Branding Trap.
But then again, don’t go the opposite direction and develop brand guidelines and elements that reveal nothing about your company and its value proposition.
Chances are you’ve seen this before in generic logos or in marketing language that’s downright repetitive.
For example “best-selling” books, “championship” golf courses and “award-winning” ad agencies really don’t mean anything.
So what’s the solution? Clear language, logos and imagery like AirBnb.
5. Rolling Out Brand Changes Poorly.
There’s nothing wrong with re- branding but remember any changes you make to your established brand reduces the connection you’ve built with your customers.
Therefore, it’s important to only make changes when the benefits truly outweigh the risks of losing business.
For example, McDonald’s as a central player in the obesity epidemic, and sales began to drift. Rather than be dragged down by this, McDonald’s decided to evolve, and has since poured tons of money and effort into changing its image.
The chain now offers healthier options, including salads, fresher foods, and is dramatically overhauling the appearance of its physical locations to appear cleaner, more modern, and chic.
TO LEARN MORE ABOUT BRAND BUILDING AND IMAGING DO CHECK OUT WMA– YOUR WEALTH CREATION PARTNER.