- Not getting the logo right.
Designing a logo yourself (just for now) may seem like a good idea, at first. But, changing a logo mid-stream can be complicated. If you aren’t widely recognized, you could lose what brand equity you may have already established. If you are, you could confuse, alienate and ultimately lose your existing consumers. If your logo is designed without consideration of your desired overarching branding, it can be detrimental to your long-term success.
- Missing out on the value proposition.
Not effectively communicating to audiences what makes your brand distinct will cause you to miss significant opportunities. Why does what you offer matter? If your language is vague, your brand may not be compelling.
- Not adhering to brand guidelines.
Worse yet, not even having brand guidelines. If your brand doesn’t seem cohesive, people will move on towards brands that present themselves in a coherent fashion. Are your typefaces all over the place? What about your color palettes? Are you misusing your logo? Do you claim and present inconsistent messages that are likely to confuse your audiences?
- Jumping on trends.
It’s inappropriate for your brand to follow every trend. Trends come and go, like how waves ebb and flow, and not all of them will be relevant to your brand. Design style updates can be made, hashtag trends can be participated in, but they require careful consideration. You don’t always have to present yourself as classic and timeless. But, be proactive, rather than reactive, with your brand strategy.
- Forgetting what makes your brand unique.
Sometimes things change. That’s ok. Don’t throw out the baby with the bathwater. Your branding has to remain true to your identity, and appropriately connected to your desired audiences. While your audiences may change, and messaging may have to evolve, your authenticity should never be compromised.
- Ignoring a crisis instead of owning up.
Crisis management is a huge part of how a brand is perceived by the public. When something is messed up, or isn’t received well, admit the mistake and consciously move forward. Can you imagine if Pepsi had dug in their heels in defense of the Kylie Jenner commercial and continued to relentlessly air the ad? Regardless of intent, public perception matters. Taking responsibility breeds trust.
How Good Branding Saves Your Company Money
Many businesses make the mistake of throwing money at marketing without thinking enough about their brand, as a whole. Paid media campaigns might garner attention, but they can’t necessarily retain it and convert as many customers without solid branding. A company with a consistent, strong perception amongst audiences will always outperform competitors with the same…
What is Branding?
Branding is all of the ways you establish an image of your company in your customers’ eyes and minds. It’s your “what”, your “how”, and your “why”. Your description of what you offer, the colors associated with your business, your visual identity, your website, your advertising, your collateral and your social media presence—these are all…
Typefaces & Fonts Do More Than Transmit Words
Do the typefaces and fonts you choose for your brand materials matter? As long as it’s in a language the audience understands, they’ll get the intended message, right? Wrong. Typefaces and fonts are essentially the shapes of the letters. Shapes are multi-sensory, meaning they affect more than one of your senses and can easily elicit…
What Makes a Logo Successful?
A logo serves to represent your company through a visual image that can be easily understood and recognized. Logos generally involve symbols, stylized text, or both. A good logo should create memorable impressions on your target audience, and set your company apart from your competitors. So, what makes a logo successful? A successful logo will…
Why Colors Matter
When choosing colors for your brand, there is a lot to consider. Certain colors are often associated with certain traits or even expectations the public may have as it relates to what your organization offers. These associations can bridge the gap between your branding materials and target audiences. Just because your favorite color is fluorescent…
How Dunkin’ Successfully Rebranded in 2019
The history of Dunkin’ began with a restaurant called “Open Kettle” in Massachusetts, in 1948. Founder William Rosenberg served donuts for five cents and premium cups of coffee for ten cents. Rosenberg renamed his restaurant “Dunkin’ Donuts” in 1950, and franchised his brand in 1955. Since 1950, the number of Dunkin’ restaurants has increased to…
Comical Global Branding Fails
Even the biggest brands can make mistakes when bringing their brand to new markets. A company should always carefully research and identify any cultural differences, or language translations, when expanding their business. You want to catch any possible missteps before they happen. Here are some epic fails for a good laugh. Coca-Cola When first launched…
How Decades of Solid Branding Saved Coca-Cola from the Pepsi Challenge
The Pepsi Challenge was a marketing campaign started in 1975. It was simply a blind taste test between Pepsi and Coca-Cola, touting that even Coca-Cola fans choose Pepsi. It was a wildly successful marketing strategy that they revisited for decades. Coca-Cola even ran their own private tastes test, through which they found Pepsi was indeed…