Branding Mistakes and How to Avoid Them
Over the years, as the leading brand consultant firm in Indonesia - Milestone’s team has talked with many different businesses, non-profit organizations and companies with new product launches. We’ve worked hard to steer them in the right direction with solid brand marketing strategies, empowering them with tactics and communication pieces that will continue to build their brands for years to come.
These are some of the top branding mistakes we’ve seen, along with how you can avoid them in your business.
1. Ignoring competition or becoming like your competition
Don’t think that your competition isn’t watching what you do. I recommend you consistently watch them.
Take a look at the strategies are they using to position themselves in the marketplace and how are you competitively positioning your brand? We often see that many companies (hospitals, service organizations, manufacturers and others) are losing market share because they look and sound like a commodity. How your customers perceive your brand by what you do, how you talk to them and your service delivery is critical to building, preserving and protecting your brand. Start by understanding these top branding mistakes so that you can avoid them.
2. Not evolving with cultural and economic changes
Make sure your brand strategy and communications are current with the times. It’s a global economy and populations are changing all of the time, even right in your own backyard!
- Understand your buyer personas
- Know your customer better than they know you
- Use the most appropriate communication tools to build that relationship with your audiences
- Speak to them in their language, understand their culture, be honest about who you are, listen to them and you’ll have a loyal customer forever
3. Forgetting your roots, what made you successful to start with?
Remember what got your company and brand to where you are today. Your brand’s success is deeply rooted and is the foundation of consumer perceptions and beliefs. Keep your unique point of difference at the forefront of everything you do or say.
4. Being everything to all people
Sharpen your marketing strategy. Pinpoint who you are and what you are best at. When you make the mistake of trying to be everything to all people, you’ll weaken your brand.
5. Staff not delivering on the marketing and brand promises
Make sure that your internal staff is focused on delivering on the promises of your marketing communications. Think of all of the customer touch points in your company. Every point of contact by your customer must be a great experience and be consistent and align with your brand promise. It’s important to have everyone on board, understand the impact they make in building your brand’s reputation.
If you have a question about any of these items, and how your company or organization can do a better job building your brand, please feel free to drop us a line and we’d be happy to talk.