Building a brand people love isn’t that hard if you stick to the basics. Build a brand that is unique and a true reflection of yourself. Identify your target customer and serve them well. Those seem like pretty easy guidelines, don’t they? They are, but there’s some common mistakes out there that could cost you some love.
Common Mistakes People Make that Can Cost them Customers and Revenue
Mistake: Only paying attention to your customer. Knowing who your ideal customer is and what they are looking for is vital. After all, they are the ones you want to love you most of all. Don’t forget to keep an eye on your competitors though. Paying attention to what other providers in your market (as well as any new kids on the block) are up to will help you stay innovative and motivated within your industry. Customers do come first but knowing what your competitors are up to can help you in a few different ways-
- You can see any missed opportunities to serve your industry that aren’t being met
- You can identify trends or changes that are important to your industry
- You can find ways to collaborate and innovate
Mistake: Being too attached to your branding. It’s true that your branding should be a direct reflection of your values and the focus you have for your goods and services but being too attached to your branding decisions can cost you some love. Be sure to have guidance and unbiased professional input along the way. Big brands often use consultants or focus groups to get feedback about their branding to ensure it is effective and delivers the intended messaging.
Mistake: Being too similar to someone else. Your branding should look unique and unlike anyone else’s, even if they are in a different industry. Be careful when you choose fonts, music, web imagery, or other collateral that they are not confusing. You run the risk of someone identifying you incorrectly or going to a competitor thinking it was you. Neither risk is worth it.
Mistake: Making changes too soon. Developing your brand and getting your tribe to fall in love with you takes time. Resist the urge to change up your branding too soon. While your brand may seem old hat to you, it takes repeated exposure to embed your brand into someone else’s subconscious. Make sure to adopt branding the isn’t too trendy or could look obsolete too fast and then keep it around so you have the best chance to become memorable.
When you are planning your brand, focus on what you can do to earn the love of your customers but also pay attention to what you shouldn’t do. Some mistakes to avoid are obvious but some are tricky. Be aware of the small ways you could be losing some love and be sure to avoid them.