Thinking your brand is just your logo. Your brand is not your logo. Its formed by the visual, emotional and cultural associations a company or organisation, product or service successfully establishes with its customers and selected audiences. It’s important to be aware of all the messages and experiences your business conveys through conducting its day to day business.
Creating your brand in a vacuum For the best results you should involve people within your organisation and talk to your existing customers in the development of a new brand. Through conducting brand workshops and perception research you can gain valuable insight and a few surprises that will reveal your company’s strengths and weaknesses and help you shape your creative brief.
Not having a good creative brief Investing time, energy and passion into your brief will reap rewards for the branding project and the working relationship with your team and their designers. Our guide to compiling a successful brief recommends what you should include to achieve the best results.
Losing sight of competitors It’s important to be outward facing, not just operating within your own bubble doing what you’ve always done before. To position your brand and compete successfully, ongoing competitor analysis is crucial to establish what exactly is their offer and how does it differ from yours, how do they communicate their brand and its usp’s to their customers, and what they are doing to retain them.
Not being consistent when rolling out the brand Once a brand identity has been established it’s critical to produce brand guidelines and inform everyone involved as to how they need to be applied. The guidelines will specify how the brand should be positioned within any marketing communications, signage, and exhibitions. All marketing communication materials must also be designed within the specifications.
Ignoring social media Don’t forget to maintain a brand presence on relevant social media such as Facebook, Twitter and Instagram. Keeping your audiences regularly updated and informed is important – as is managing the reputation of your brand by being on top of what’s being said about your company, product or industry and responding accordingly.