Branding is not just about slapping together a logo and picking out a catchy color scheme. It’s about the perception your business creates from the very first interaction. In today’s fast-paced world of business, many startups fall into the same branding traps, which can easily be avoided. Below, we outline 12 common branding blunders and practical solutions to steer clear of them.
1. Jumping Straight into Logos Without a Foundation
Many eager startups dive headfirst into designing logos and picking colors before understanding what their brand truly represents. Without a firm grasp on your brand’s core values, you’re left with an identity that feels aimless and inconsistent.
Avoid it: Begin by identifying 3 to 5 core values that embody your brand’s purpose. These values should guide your messaging and design. If sustainability is at your heart, emphasize eco-friendly practices in everything from packaging to web copy.
2. Trying to Appeal to Everyone
Attempting to cater to a broad audience waters down your message, making it hard to connect with anyone in particular.
Avoid it: Craft a detailed customer persona. Know their age, profession, and pain points. Tailor your branding specifically for this group. For instance, if you’re targeting eco-conscious millennials, use earth tones and imagery that emphasize nature in your brand’s design.
3. Running Ads Before Solidifying Brand Identity
Launching marketing campaigns without a solid brand foundation can lead to wasted dollars and mixed messages.
Avoid it: Before spending a cent on ads, establish a clear brand strategy. Outline your mission, vision, target audience, and key messaging. For example, if your brand stands for empowerment, make sure your content, ads, and imagery all reflect strength and positivity.
4. Thinking Your Brand is Just a Logo
Many startups believe their brand stops at their logo, but your brand encompasses the entire experience.
Avoid it: Develop a comprehensive brand identity system that includes colours, fonts, and tone of voice. If your brand is bold and disruptive, ensure your website, social media posts, and customer interactions echo that same tone.
5. Neglecting the ‘Why’ Behind Your Brand
Focusing solely on what you sell, rather than why you exist, strips your brand of emotional depth.
Avoid it: Craft a compelling brand origin story that speaks to the problem you’re solving. Weave this story into your “About” page, social media, and email marketing. If you started your business to disrupt traditional banking, let that mission shine through every communication.
6. Using Generic, Low-Quality Visuals
Low-budget visuals can diminish your brand’s image, making it appear less professional, especially if you’re aiming for a premium feel.
Avoid it: Invest in professional design or high-quality templates. If you’re bootstrapping, tools like Canva with premium designs can still give your brand a cohesive, polished look.
7. Copying Competitors
Mimicking successful competitors might seem like a quick win, but it blurs your unique identity.
Avoid it: Conduct a competitor analysis and focus on how you’re different. Highlight your unique selling points (USPs). If your competitor is known for speed, you might focus on personalized service or craftsmanship.
8. Chasing Every Trend
Hopping onto every trend can make your brand feel erratic and disconnected.
Avoid it: Stick to your core values, even when trends shift. Use trends sparingly, only when they complement your long-term goals. For instance, if minimalism is trending, integrate it subtly without losing your established identity.
9. Neglecting Brand Voice
A visually stunning brand can fall flat if the voice doesn’t match. Failing to develop a consistent brand voice leads to a disjointed customer experience.
Avoid it: Define your brand voice by selecting a few key adjectives that describe your tone. If your brand should sound friendly, helpful, and fun, make sure this is reflected in blog posts, emails, and social media.
10. Underpricing Products to Attract Customers
Low prices can damage your brand’s reputation, positioning you as cheap rather than valuable.
Avoid it: Price your products according to the value you provide. Showcase your unique features and highlight the quality behind your offerings. Customers are willing to pay more for a brand they perceive as valuable.
11. Overlooking the Customer Experience
Branding isn’t just about the look and feel—it’s about every interaction your customer has with your business.
Avoid it: Map out your customer journey from start to finish. Ensure each touchpoint, from website to after-sales support, reflects your brand values. If your brand stands for simplicity, make sure your website is easy to navigate and that customer service is quick and efficient.
12. Ignoring Customer Perception
Some startups believe a great product alone is enough, but how customers feel about your brand can be just as important.
Avoid it: Shape the way customers perceive your brand by controlling the narrative through reviews, testimonials, and social proof. Encourage satisfied customers to share their stories, and leverage this to strengthen your brand image.
READ: 11 Magical Ways to Attract Customers During the Holiday Season
In the world of modern branding, perception is everything. Make sure your brand isn’t just another face in the crowd—build it thoughtfully, with care and consistency. After all, your business deserves to be remembered for the right reasons!