"Branding" is not about your company name, logo, and use of colors. It's not about the "packaging" you present. Don't get me wrong. Your logo IS an important symbol and representation of your brand... however, your "Brand" is about how people perceive you. What do they think when your name comes up? What are their thoughts once a business transaction is complete?
Simply stated, "Branding" is about YOUR reputation. That's where it starts. A "Brand" is a promise. One that guarantees quality, consistency, dedication, and positive results. If that's the first thing people think when they see your logo, or hear your name, then you are on your way to success.
Avoid 5 Common Branding Mistakes
Did you see those logos above? What's your first thought as you see each one? Great company? Overrated? Excellent customer service? Too pricey? Very tasty? Never giving them your money again?
Guess what... the only right answer is YOUR answer. Why? Because that's the opinion you've formed based on your dealings with them, or perhaps, your inability to deal with them.
The word "branding" gets tossed around in conversation, however, it's a term often misused and misunderstood. The term really means "creating an identifiable entity that makes a promise of value". It's creating a consciousness, an image, an awareness of your business. It's your company's personality. Many businesses try and many fail at creating a brand. Here are 5 common mistakes:
- Setting unrealistic expectations. If your slogan says it, or you've written it or said it somewhere, then you better live up to it. Too many business owners set themselves up for failure by "setting the bar too high". Know your strengths and weaknesses through honest analysis of what you do best. Fix what you want to fix, but don't boast about it until you can provide it.
- Trying too hard to be different. Being different for the sake of being different is not branding. Yes, you may be noticed, but not necessarily in a way that is beneficial to your business. Face the fact that most of your competitors do the same thing you do. That's why you're competing. Be different where it matters. For example, provide better, faster, and more effective personal communication or customer service.
- Building an image in an effort to appease everyone. You will never be able to brand yourself in such a way that everyone will like you or need what you have to offer. Don't try. It's impossible. Focus on the niche market for your product or service.
- Too much "talk" and not enough "walk". Your customers and clients don't care what you say. They care about what you do... for them.
- Not being consistent and maintaining focus. Change is not always good. One problem with branding is the fact that you see your own marketing strategies or slogans over and over again and they quickly become repetitive and boring. It's easy to forget that your clients don’t see them near as often as you do. They don't get bored with them. In fact, the more repetitious they seem, the more effectively they’re working in the marketplace.
Branding does not happen overnight. It's not the result of a cool logo or slogan. It's all about you. It's about what you do, how you do it, and how others perceive it. It takes work. It takes dedication. It's about making your clients and customers happy and giving them the kind of quality and service that they can't get anywhere else. When they feel that way about you, then you have been positively "branded" and there's nowhere to go but up.
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