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5 mistakes that harm your company’s brand


It should go without saying that how you go about branding your business plays a huge part in how the rest of the globe perceives it; the prime identity of your company is expressed by your brand, far more than merely by the services and/or products you offer. What you represent and who you are is told by your brand.

This is why creating a really strong identity based on your brand – with the intention of creating connections with the most appropriate people to help you build a consumer base – is something you want to be focused on. The downside of this approach is that it can be tricky; many companies are hampered by making serious errors in this regard. From us at Trent & Hanover, here are our thoughts on the 5 largest branding related mistakes and how to avoid them.

1. Do You Address Your Customers’ Needs?

If the answer is no, then you’ve got a problem.

Branding is a great deal more than merely creating a memorable and clever image for your company; it’s part of how you communicate with your consumers or customers. Think about it: the people you’re aiming to reach need to be matched with what your branding message is, or you can’t achieve success in this regard no matter how deep your creative impulse is.

The branding you do needs to be appropriate for the demographics you are reaching out to and the industry you are (however loosely) part of, along with whatever makes your company unique; never fall into the trap of thinking you can simply do what another business does, for what works for one may not work for the other, so it’s really not a good idea to copy any other business’s branding strategy.

A good example of this might be how a financial service based company wouldn’t be well advised to approach branding in a humorous or light-hearted manner, but the same method could be very appropriate to a hip clothing company or fast food chain.

2. If Your Social Media Presence Is Weak

Then you won’t be able to get your brand out there; not properly, at least.

In the modern world, it’s neither merely businesses catering to millennials nor tech-based companies who solely benefit from social media. Every company requires a presence of real strength on no fewer than several social media platforms. Usage of social media amongst American adults climbed by a staggering 65% – from 5% to 70% – between 2005 and 2017, according to the Pew Research Centre, a figure guaranteed only to rise in the next few years.

Essentially, if you’re not making serious efforts in this regard – or, worst of all, failing altogether to use social media – your brand will most certainly suffer as a result. The key is to correctly identify which platforms are being most used by your customers and then connect with them on this level. Remember that using social media to aid in branding requires you are consistent, use targeted content and engage properly with your followers.

3. Failing To Engage Customers With Visuals

Because both the world as a whole and, of course, the internet, is growing steadily more visually oriented, there’s no doubt that memes, infographics, videos, photos and the like now play a bigger part in catching the attention of potential customers than plain text. Remember that emerging tech such as AR and VR (Augmented and virtual reality) plus 360 videos are all visually centered. Don’t allow yourself to remain one of those brands which stay in the past and keeps their branding focused only on words.

Of course, you definitely still need a really effective written copy, but the usage of high-quality visuals set as an accompaniment to text on your ads, social media, and website – plus anywhere you connect with anyone – is just as important.

4. Not Effectively Managing Your Brand’s Reputation

For better or worse, reputation management and branding are closely interlinked; in today’s world, your brand’s image is determined in large part by your customers or consumers. Looking up ratings or reviews when you hear about new restaurants, products, companies, etc, is what the majority of people do. For this reason, it’s extremely important to monitor your reputation carefully and remain current with what people say about you and your company.

To encourage any loyal and satisfied customers you have to leave reviews for you, add sharing buttons to your site; if your business has a physical presence then post signs. Remember that conversely, if and when anyone writes negative comments or reviews of your business on review sites or social media platforms, ensure you address them professionally and calmly; be honest about any legitimate mistakes. Stay on top of any of your customers’ branding efforts on your behalf, too.

5. Suffering From Inconsistent Branding

Finally, one absolute must for effective branding is maintaining consistency across channels; inconsistent branding, in fact, is genuinely an oxymoron. In short, if your print ads, email, Facebook page, and website don’t convey the same type of message, you aren’t and can’t be building any kind of actual brand.

Consistency means and includes everything with regards to your design and how you communicate, from your layouts, writing style, logo and images to the overall tone of your idiom. This goes further; even the colours you use on your ads and pages will contribute hugely to how readers and potential consumers see your business. Whether consciously or not, keeping a sense of real consistency throughout your branding will help people to build familiarity with your content.

In conclusion, there’s no doubt that effective branding is essential to any business owner who wants to build their company to be long-lasting and truly successful. Paying attention to how you go about building your brand, ensuring you aren’t making any of the aforementioned errors, and the like will go a long way towards helping you succeed.

Remember that your customers aren’t likely to inform you when your branding isn’t working; most likely because it’s not something they sense consciously but more subliminally, they’ll simply go elsewhere to find similar products or services. This is exactly why it’s down solely to you to look carefully and earnestly at how you’re going about your branding strategy and then make whatever changes are necessary in order for you to experience real, lasting success.

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