Building a company’s brand identity is no small task. It requires time, effort, and a lot of hard work. Unfortunately, there are plenty of pitfalls to avoid to get the most out of your brand identity-building efforts.
Understanding what not to do ensures that the process goes as smoothly and effectively as possible. It also makes your marketing, public relations, and customer service efforts more effective. Here are the top mistakes to avoid when building your company’s brand identity.
Not Considering Brand Identity When Starting Out
Brand identity is not something you can tack onto your business after it’s already up and running. Plan it from the very beginning. Take the time to understand your company’s goals and mission, then use the information to create a unified identity that communicates effectively.
The intended brand identity enables you to choose a name, logo, and other visual elements that reflect what your company stands for. Start by checking whether there’re available business names that fit your brand identity and provide the best impression to customers. Use a company name generator to simplify and expedite the process.
But what if you stumble upon an excellent fit after you’ve already picked out or registered a legal name? Consider using a fictitious business name, also known as a Doing Business As (DBA) name, as explained in this Small Business HQ guide. After this, consider the name designs, logo, and other visual elements to create a unified brand identity.
Not Being Consistent Across Platforms
Use the same branding elements throughout, whether on your website, social media accounts, or print materials. It creates a recognizable, unified brand identity that’s easy to associate with your company. It means using the same colors, fonts, images, and tone of voice on all the different platforms. Use the same logo designs, business name, website URL, and slogan.
Not Investing in Professional Design Services
It’s tempting to try and save money by skimping on the design of your business’s brand identity. However, working with a professional assures you of a high-quality product that accurately reflects your company.
Experts have the skills, experience, and resources necessary to create a cohesive, distinctive brand identity that communicates your message clearly and effectively. Also, working with them guarantees that you legally own your logo, brand name, and other branding elements.
Not Adapting to a Changing Landscape
As your company grows, so too must it’s brand identity. Check whether your company’s identity is evolving as the competitive landscape changes. It could mean changing the color scheme or logo design, adding new channels to reach customers, or expanding into new markets. Whatever changes you make should be unified with the original brand message and reflect the current state of your company.
Not Developing Your Brand Voice
A brand voice means more than being consistent with your language. It also includes understanding how your brand communicates to customers and its personality. Does it have a casual, relaxed approach or a more formal, professional tone?
Understanding it makes your brand identity more effective and memorable. When customers visit your website or social media channels and talk to a customer service representative, they should all know who they’re dealing with and why they should choose your company over a competitor.
Create an Image Beyond the Products
Brand identity is one of the most important aspects of a business as it creates an image beyond just products and services in customers’ minds. It communicates your company’s personality and values to potential customers. When done correctly, it’s a powerful marketing tool that differentiates your business from competitors and gives customers a reason to choose you. Spend time, money, and effort to get it right.