One of the most exciting parts of starting a new business venture is building a brand. Defining who you are as a company and how you’re going to move forward in the marketplace is an essential part of launching a new business.
But there are definitely some opportunities to stumble along the way. Here are 3 common branding mistakes and how to avoid them:
Not Defining Your Audience
In order to create an effective branding strategy, you need to have a clear idea of who you’re marketing to. If you don’t have a firm definition of who your target customer is, the problems they struggle with, and how your product and service can solve those problems, your marketing and branding is likely to miss the mark.
Clearly defining your audience by creating an ideal customer avatar allows you to get really specific on who you’re marketing to and then develop all of your marketing and branding strategy around that key demographic.
When creating your ideal customer avatar, get as specific as possible. Name your avatar and fill in as many details as you can about their wants, needs, goals, and problems.
So, for example, let’s say you owned an e-commerce business that sold children’s clothing and your target demographic is mothers with children between the ages of 2 and 7. Your ideal customer avatar might read:
Marisa, Age 37
Marisa is a 37-year-old working mother with two daughters, ages 3 and 5. She wants to outfit her children in stylish attire, but doesn’t want to spend a lot of money on clothes the girls will grow out of in a year. She struggles to find the balance between high-quality, stylish, and affordable clothing.
Between her busy work schedule and taking care of her family, Marisa has little time to shop, so she prefers to do all of her shopping online. But because she’s never sure about the fit, she’ll only shop at places that offer quick, easy, and free returns.
When you have an ideal customer avatar that specific and that’s aligned with the core of your target demographic, you can create hyper-targeted messaging that hits on your audience’s core wants and needs. It also will make your marketing messaging feel highly personalised; when your target consumer reads your messaging, their first thought will be “I feel like they’re speaking to me!”
Choosing The Wrong Colour Palette
Another big branding mistake that many new companies make is choosing the wrong colour palette. The colours you choose speak volumes about your brand, and different colours will connect in different ways with different audiences.
For example, if you’re a real estate consultancy, you want your potential clients to know that you’re a trustworthy business that takes their work seriously. But if you choose pink, neon yellow, and orange as your brand colour palette, you’ll appear juvenile and not inspire the kind of confidence you’re looking for.
Think of who you are as a brand and how you want your audience to view you, then choose colours that align with that vision.
Not Creating A Brand Guide
The number one most important brand material you have in your business is your brand guide. Your brand guide is the DNA of your company; it outlines who you are, what you stand for, what you want to say, and how you want to say it. Your brand guide is the driving force behind everything you do in your business and is the best and easiest way to get your entire team on the same page about how you do business.
But unfortunately, creating a brand guide often gets put on the backburner while new business owners focus on other tasks necessary to get their brands off the ground.
But while it may seem like you’re saving time by not creating a brand guide, it’s one of the biggest mistakes you can make in your business. If you don’t have a thorough brand guide from the start, you’re likely to face inconsistencies in your brand. If you and your team aren’t clear on who you are as a brand, how can you build your business in alignment with your brand identity? Having a brand guide takes all the guesswork out of the branding process and gives your company a clear direction in which to grow.
Do yourself a favour: create a brand guide.
There are plenty of opportunities to make mistakes when you’re launching a brand, but now that you know how to avoid them, your brand doesn’t have to fall victim to these common mistakes.
How Can We Help?
At Rogue Print and Mail, our design team have been assisting businesses with creating Style and Brand guides for many years. Our proven track record of delivering the highest quality graphic design and print services to professionals speaks for itself. With fast turnaround times, industry specific templates and design ideas and expertise in the power of colours that will best promote your branding, Rogue Print and Mail is the preferred design and print partner for many hundreds of professionals across Australia.
I sincerely hope that you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at firstname.lastname@example.org to arrange an obligation free 10 minute discussion with a member of our expert team.