If you have not been hiding under a rock, you have probably seen small companies go from virtual nobodies to superstars overnight. This is puzzling to some people since it seems the impossible happened, but it is actually quite simple. Once consumers start to recognize your brand, success naturally follows.
Building a brand is about far more than creating a recognizable logo. A large part of it is learning to avoid making errors that prove to be counterproductive. Here are five huge snafus you need to avoid if your goal is to reach the top. You will never get there with things like this being included in your bag of tricks.
1. Placing Too Much Weight On Your Logo
While it is a good idea to create a logo that people will become familiar with and recognize, this does not mean that it should be the most important thing on your list of ways to build your brand. It is actually more about analytics and less about looking good on the outside. Think of it this way: Does it really matter how great something looks if it is not a reflection of the quality that can be expected? Focus more on the core of your business as opposed to the surface and people will respect your brand more.
2. Changing Too Abruptly
Once someone becomes acquainted with a particular brand, there are many things that they expect from them. When changes are made, it throws some people off and they decide to take their business elsewhere. There is a very popular clothing brand that changed their logo several years ago. Some people were so frustrated with this decision that they discontinued shopping at this store. Imagine that. People who had shopped there for decades randomly decided that they no longer wanted to be loyal to this brand simply because they changed their logo.
While change is good, it is sometimes a concept you have to nudge people into, instead of expecting them to accept change when they are faced with it head-on. For instance, if you are a bakery and you want to revamp your menu, start off by removing things that do not sell often and gradually adding new items. Scrapping the entire menu and starting anew is likely to anger loyal customers.
3. Being Unaware Of Who You Are
How in the world do you think you are going to build your brand’s reputation with consumers if you are confused about who you are? Until you are fully aware of the image you want to portray and the things that set you apart from similar businesses, you will not get very far. Here are a few questions to ponder when digging deep to determine what your brand actually represents:
– What do I have to offer?
– Why should people prefer me over competitors?
– What message am I trying to convey?
– What are my business goals?
– Does my brand have a definitive voice?
Delving into the heart of your business and figuring out the answers to these questions is the key to unlocking your brand’s true self. Once that occurs, it will make it easier for you to share your brand’s story with others.
4. Having Multiple Social Media Personalities
Every business that wants to capture a large part of the market tends to place a huge emphasis on social media. This is smart since millions of users log on each day. The problem is making sure that when your brand speaks, the voice is consistent. Whether you run your social media account alone or you have others assisting, you should do everything you can to ensure everyone is on the same page. When handing over the reins to your business page, you have to make it clear that this is the brand’s page and not their own personal soapbox. Otherwise, users will become confused about who your brand is, and this never turns out well.