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6 Mistakes To Avoid When Developing Your Company Brand

Dyno Creative on Branding and Business Strategy | June 24, 2024

Are you a business owner in the process of developing your company’s brand? Here are the 6 most common mistakes you will want to avoid to be successful. 

Six branding mistakes to avoid for your company.

Your Brand is Important

Creating a brand is an exciting endeavor. There are many opportunities to shape a unique identity that can profoundly impact your audience and industry. From the initial spark of an idea to the complete execution of your vision, the creative process offers many moments of creativity and innovation.

However, several pitfalls can derail your success. Whether you are developing the visual elements of your company brand or the written messaging, everything needs to be consistent so the tone, message, and values are relevant, relatable, and recognizable.

At Dyno Creative, we’re committed to building a supportive community that encourages and celebrates the evolution of creative brands. Here are seven of the most common mistakes you will want to avoid when developing a successful company brand.

Brand Quiz Landscape 100
Lack of clear brand identity issue

1. Lack of clear brand identity

One of the most rookie mistakes you can make when developing your company brand is not having a clear brand identity. Your brand identity is essentially a collection of important visual, verbal, and emotional elements that distinguish your company as a brand that consumers can trust.

All of these elements should be documented in your company’s brand guidelines. Your brand guideline should include the following information:

  • Brand Overview — mission statement, vision statement, and core values
  • Brand Identity — logo, color palette, typography, visual imagery and style guidelines, approved icons and graphics
  • Brand Voice and Tone
  • Messaging and Taglines
  • Application Guidelines — print materials, digital presence, advertising, merchandise
  • Legal Considerations — trademark usage, copyright information
  • Contact Information — team member information, support for brand management

 

Without this level of clarity, it becomes very difficult to formulate a cohesive message. Without a cohesive message, it becomes even more challenging to create the visual components needed to represent those values and messages in a way that is accessible and recognizable for your target audience. Plus, there are other consequences, such as weak brand recognition, that can negatively impact your success.

2. Not understanding your target audience.

Tip 2: Know your target audience.

Knowing your target audience is one of the most crucial pieces of information that can give your company a competitive advantage. This knowledge allows your company to tailor your messaging and develop effective marketing strategies that offer strong solutions to your consumer’s problems. Without this knowledge, you lose all perspective. If you do not know who you are providing products and services for, you run the risk of losing focus, which can cause you to become misaligned on the true purpose of your brand.

Some common mistakes we see companies make include making assumptions about who they think their target audience is and failing to conduct thorough market research. To avoid making this mistake, conduct surveys to gather more insight into the needs, interests, pain points, values, and spending habits of your target audience. Then, take this information and build detailed buyer personas so you can build your marketing strategies around the specific buyers you are speaking to. This level of research, when done right and ahead of time, can give you great insight, clarity, and confidence as you build out your marketing campaigns.

3: Inconsistent Branding Across Platforms

3. Inconsistent branding across platforms.

Implementing consistent branding across all of your companies platforms builds trust and brand recognition—two things that are highly important to consumers, regardless of age, race, gender, income, or location. People want to feel confident in the products and services they invest in, and that confidence comes from consistency.

So, what happens when a company has inconsistent branding?

Inconsistent branding, let’s say the use of different logos, color schemes, and misaligned messaging, can give your target audience the wrong impression. Instead of feeling confident and secure in your brand and your offerings, your audience may instead think…

  • You are confused about your initiatives and priorities
  • You aren’t managing your time well
  • You don’t care about accuracy or quality

 

Moreover, if your website or messaging is inconsistent or riddled with mistakes, it can lead people to question the quality of your product or service. All of these things leave your audience feeling confused, which is the last thing you want to happen.

Avoid overcomplicating your brand message.

4. Overcomplicating your brand message.

The best brand message is a simple, relatable, and memorable message. Using too much industry jargon or trying to communicate too many things all at once can cause confusion, leaving your audience unsure about what you offer and what you truly stand for. The best way to avoid overcomplicating your brand message is to keep it simple, clear, and to the point.

Reason 5: Neglecting Emotional Connection

5. Neglecting emotional connection.

Brand loyalty is important to a company’s continued success, but it can only happen when a brand invests the time and effort into building emotional connections with their audience. When a customer feels as though their needs, values, and interests are supported by your brand, they are more likely to become a loyal customer.

As you build your marketing campaigns, make sure to keep the needs and interests of your target audience at the forefront. Neglecting these emotional aspects can have a negative impact on your ability to resonate with your audience and build lasting trust. Yes, your customers want to know about the features and benefits of your brand, but they also want to get to know you and what you stand for as a whole. If your brand isn’t in alignment with their values, they will find someone else to purchase from.

Brand Quiz Social 100
Step 6: Ignoring Feedback and Adaptation

6. Ignoring feedback and adaptation.

Ignoring customer feedback is one of the biggest mistakes you can make when building a brand. Rather than viewing customer feedback as an inconvenience, take a look at how it come help you improve your products and services. Using surveys, social media polls, and in-person interactions to gather customer feedback can significantly help you gauge customer satisfaction and identify areas of improvement.

Do It Right, The First Time

Now that you know the common mistakes many business owners make when developing their company’s brand, and how to avoid them, don’t hesitate hire the professionals. When you work with Dyno Creative, you can rest easy knowing your company’s brand will be developed and executed with 100% accuracy the first time. Contact us today to learn how to get started! 

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