Some of the worst branding strategies we’ve seen have surprisingly come from big brands. Even if you don’t have a big brand budget, there are lessons to be learned and applied. Brand building is just as important for small business as it is for larger ones. If anyone gives you any of the following advice, consider yourself forewarned!
“YOU DON’T NEED TO PAY FOR A PROFESSIONAL LOGO.”
We get it. As entrepreneurs it’s easy to think, “if you want it done right, do it yourself” or call your cousin who has Photoshop (or even worse, Word) and s/he can whip up something to get you by. Like they say: good design ain’t cheap and cheap design ain’t good! Your logo is the “face” of your company. It’s imperative that you display a professional appearance no matter how small of a company you are.
“YOU CAN MAKE CHANGES LATER.”
One of our favorite phrases. Both humorous and terrifying at the same time. Branding is something you shouldn’t rush just to “get it done.” Once you make a brand statement, you don’t want to walk it back – or just throw something out there and see if it sticks. This strategy can cause confusion in the marketplace. Stay nimble and be flexible to make adjustments, but carefully examine and determine what your brand is before setting your strategy.
“IT SOUNDS COOL.”
How many businesses have succeeded because of a cool sounding name or idea? Okay maybe a couple. But that’s the exception, not the rule. Yes, innovate but do your due diligence. For example, research copyright laws, consult with a brand strategist and put in the hard work to give your idea what it needs to succeed beyond what “sounds cool.”
“CHANGE YOUR CREATIVE FOR EVERY CAMPAIGN.”
The biggest way to create brand confusion is inconsistency. Your logo, colors, fonts and brand voice need to be the same across all aspects of your social media and traditional marketing.
“SOCIAL MEDIA IS ALL YOU NEED.”
It takes a complex mix of marketing strategies for companies to win friends and influence customers. You first must determine where your people are. Facebook may not be where your brand gets the most exposure. It’s possible that social media as a whole is not the best vehicle for your brand. There are many parts of the marketing pie to consider and carefully evaluate before making the best informed decision for your brand.
Developing a branding strategy for your company is definitely a process. It’s something that requires careful consideration and often times the advice of an expert that can look at your business objectively from the outside in. If you are serious about standing apart from the competition, consider hiring an agency for the best results.
Now, some epic global branding fails, brought to you by Inc. Magazine. Before marketing in another country, it’s important to make sure your brand translates accurately!
- Braniff International translated a slogan touting its finely upholstered seats “Fly in Leather” into Spanish as “Fly Naked.”
- Clairol launched a curling iron called “Mist Stick” in Germany even though “mist” is German slang for manure.
- Coors translated its slogan, “Turn It Loose,” into Spanish, where it is a colloquial term for having diarrhea.
- KFC made Chinese consumers a bit apprehensive when “finger licking good” was translated as “eat your fingers off.”
- Pepsi’s slogan “Pepsi Brings You Back to Life” was debuted in China as “Pepsi Brings You Back from the Grave.”