"“Authentic brands don't emerge from marketing cubicles or advertising agencies. They emanate from everything the company does...” - Howard Schultz
BLUNDER BUST There are many things that can be done to help build your brand, however there are also several common mistakes that can be made that will ultimately demolish your brand. Avoid these five, common brand blunders that could potentially sabotage your brand.
1. Lack of Planning Great branding does not happen by chance. It takes time and effort. If you do not plan for success, you cannot expect it. Constructing a thorough marketing plan is essential when building a brand. It becomes much easier to prevent common branding errors when you create a comprehensible plan for your brand.
2. Lack of Brand Identity Brand identity is imperative when establishing your company. Your brand allows the public to clearly identify your company. There should be basic brand identity guidelines for your company that help to maintain a consistent message to your target audience. Mission statements, visions, logos, corporate colors, and brand values are all brand identity components that help to build a strong brand.
3. Lack of Consistency It is critical that your messaging remain clear and consistent. Sending mix messages to your consumers will prevent you from establishing trust and brand loyalty. After establishing your brand identity and developing a marketing plan, be sure to make marketing decisions in accordance with those guidelines. After all, what is the point of creating a plan if you don’t use it? Stick to the plan!
4. Lack of Commitment The reputation of your brand is very important and can be severely damaged if your company does not deliver on its commitment to consumers. The brand promise needs clearly communicated both externally and internally. Everyone within the company should be trained to deliver on the brand’s promise, which will allow the company to establish lasting relationships with consumers.
5. Lack of Innovation Be sure not to become the clone of another brand. Stir clear of mimicking the advertising efforts of other brands. Use your own creativity to create your own unique, marketing plan. It may be difficult at first, but it will pay off in the end.