Instead of learning the hard way, why not let us show you some of the top mistakes you’ll want to avoid.
Inconsistent message
If your branding seems to follow no thematic pattern from one platform to the next, you might have a problem. Lack of branding consistency will confuse consumers and weaken your reputation, putting your company at a disadvantage.
Consumers have made it clear that they expect messaging consistency from brands they are going to do business with. Consistent brand presentation across all platforms increases revenue by up to 23%, and nine out of ten consumers say they expect their experience with a brand to be similar across all platforms and devices.
The best-branded companies represent themselves seamlessly from one platform to the next, as if their ads, Instagram posts, and physical packaging had all been created by the same mind. A brand style guide can come in handy here, ensuring that every department follows the branding rules. The style guide should include everything from the color palette and typography to editorial style and image requirements.
But remember, it’s not enough to simply have guidelines. You also need to follow them: 95% of companies have formal brand guidelines, but only 25% actually stick to them, according to Inc.
Riding on trends
Trends come and go, a pattern you most likely don’t want for your brand. There’s a big difference between keeping your branding updated and fresh, and jumping aboard every new trend that pops up. Your goal should be to make your branding timeless, not go out of style in another year or two — or worse, gaffe like Gap.
Often considered one of the worst rebrandings ever, Gap’s short-lived logo change back in 2010 brought a lot of consumer responses, few of which were good. The president of the Gap brand in North America ended up saying in a statement, “We are clear that we did not go about this in the right way.” The company ended up replacing the new version with the original blue-background logo within days. In addition to public backlash, it’s estimated the logo fiasco cost Gap $100 million.
A mistake at the other end of the spectrum is allowing your branding to become stale and outdated. Small tweaks can make a major difference, so keep reviewing your branding to make sure it’s still the best representation of the company. Don’t rush into new design trends, only making changes if and when it makes sense.
Disconnect between branding and company
Your branding should be a natural extension of the company, its values, and its products. It should be an accurate representation of who your company is, while appealing to your target audience. A logo and other branding materials might look and sound great, but if they don’t actually connect to the company, they won’t work. A slogan like “Something for Everyone,” for example, wouldn’t make much sense for a niche brand.
For consumers to form a connection with your brand, the messaging needs to be organic and transparent. Start with establishing a deep understanding of what makes the company unique, and then showcase that through your branding. If you don’t know what’s at the core of the company, how can you expect consumers to?
Overt similarities to a different brand
It should go without saying, but you don’t want your branding to resemble something else already out there. That’s why it’s important to have several eyes on the finished product before it’s released. You’ll need to compare the branding not only to others in your industry but also to other brands across the globe.
If your branding is similar to another logo or brand, make sure it isn’t a competitor. Whether intentional or not (the company denies it was on purpose), Pepsi’s updated logo happened to resemble imagery from President Barack Obama’s campaign. The new logo, which came out around the time Obama was first elected, also evoked some of the same themes as the presidential campaign.
Overextended branding
Just because you can slap your brand on something doesn’t mean you should. Overextending your branding by associating it with unrelated products can lead to brand dilution, which makes it less effective going forward.
This can lead to either the branding not making much sense—like a company that pushes a healthy lifestyle by putting their branding on sugary cookies—or falling too far away from its core. Take famous chef Wolfgang Puck, for example. He’s known across the globe for his gourmet dishes and fine restaurants. So why would he put his branding on an airport food kiosk? While still technically food, the airport food items are not in line with what his brand has become known for and could water down its appeal.
Failing to respond
When you allow online conversations to dictate what your brand is or isn’t, you’ve lost the power to control the brand’s narrative. Social media posts and web reviews should be responded to, whether good or bad. Ignoring these mentions can make a bad impression on customers and cause your company narrative to slip out of your grasp.
You can’t control what other people say about your brand, but you can better shape the brand’s story if you respond and deliver the company’s side of things. Responses should come quickly (within 12 hours or less), and sooner is better. Some brands have even turned their social media responses into their own branding tool, as Wendy’s did with their Twitter account. They’ve created a humorous, snarky tone that’s attracted plenty of media and consumer attention (and laughs). Plus, they regularly respond to messages, showing customers that the brand cares about what they have to say.
Through some of these various examples of top mistakes brands make, we hope you will overcome these common day challenges in one way or another. Watch this space for more branding strategies that should be top of mind today.