Bad Branding 101: How to Avoid the Top 4 Branding Mistakes
Your brand is much more than your logo or even the product you sell. It encompasses your entire identity, including values, integrity and reputation.
Unfortunately, even the best branding plans have the potential to go awry. What happens when branding goes wrong? Here’s what bad branding really is, as well as the top pitfalls to avoid in your branding efforts.
What is “bad branding”?
Branding permeates every part of your company, and it can make or break your success as a business. In most cases, bad branding is worse than no branding at all. Whether your branding is inconsistent, confusing or unprofessional, bad branding can give your audience a negative view of your company not just right now, but for the long term.
Making a great impression is especially important in the digital age, as the internet never forgets bad branding. The stakes are high, and one misstep can cost your brand big time in terms of both perception and trust.
Common branding disasters
Avoid these common errors that can spell catastrophe for your brand:
· Ignoring SEO: Whether you run a plumbing service or an international restaurant chain, your target audience should never have difficulty finding your brand’s online presence. We are (and likely will remain) in a Google-centric digital era. Failing to make your brand rank high on Google makes it hard for your audience to even find your brand, much less engage with it. Research the keywords that are most relevant to your brand and message. Then, develop a content and marketing strategy to develop a response.
· Inconsistency: Customers notice when the messages you send don’t align—it shows them you may not be completely sure who you are or what you stand for. Inconsistent messages result in a lack of customer trust and a poor brand perception overall. Home in on your brand identity and invest time and effort into creating a comprehensive brand style guide to make sure your branding stays consistent.
· Emotional disconnect: Do plenty of research on your target audience to understand how to connect with them. Use branding psychology to understand how you can form an emotional connection with your customers and reflect inclusivity and accessibility in the design of your branding.
· Forgetting video: Today’s brands can’t afford to neglect video content. People are now spending 80% of their time online watching videos, and it’s a safe bet that your competitors are already taking advantage of the medium. When done right, video content is more engaging than other marketing tools, and it also has an incredible social reach. Video doesn’t tell your brand’s story, it shows it. There’s no better way to show the personality of your brand and make a connection with your audience.
If you’re ready to shut the door on bad branding for good, working with a skilled creative agency will help you avoid branding mistakes and refine your message. Say hello to Spin Creative! We know there are many ways you can brand your business, and we’re the branding partner you need to make sure you get it done right.
About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
