- Not getting the logo right.
Designing a logo yourself (just for now) may seem like a good idea, at first. But, changing a logo mid-stream can be complicated. If you aren’t widely recognized, you could lose what brand equity you may have already established. If you are, you could confuse, alienate and ultimately lose your existing consumers. If your logo is designed without consideration of your desired overarching branding, it can be detrimental to your long-term success.
- Missing out on the value proposition.
Not effectively communicating to audiences what makes your brand distinct will cause you to miss significant opportunities. Why does what you offer matter? If your language is vague, your brand may not be compelling.
- Not adhering to brand guidelines.
Worse yet, not even having brand guidelines. If your brand doesn’t seem cohesive, people will move on towards brands that present themselves in a coherent fashion. Are your typefaces all over the place? What about your color palettes? Are you misusing your logo? Do you claim and present inconsistent messages that are likely to confuse your audiences?
- Jumping on trends.
It’s inappropriate for your brand to follow every trend. Trends come and go, like how waves ebb and flow, and not all of them will be relevant to your brand. Design style updates can be made, hashtag trends can be participated in, but they require careful consideration. You don’t always have to present yourself as classic and timeless. But, be proactive, rather than reactive, with your brand strategy.
- Forgetting what makes your brand unique.
Sometimes things change. That’s ok. Don’t throw out the baby with the bathwater. Your branding has to remain true to your identity, and appropriately connected to your desired audiences. While your audiences may change, and messaging may have to evolve, your authenticity should never be compromised.
- Ignoring a crisis instead of owning up.
Crisis management is a huge part of how a brand is perceived by the public. When something is messed up, or isn’t received well, admit the mistake and consciously move forward. Can you imagine if Pepsi had dug in their heels in defense of the Kylie Jenner commercial and continued to relentlessly air the ad? Regardless of intent, public perception matters. Taking responsibility breeds trust.
How Decades of Solid Branding Saved Coca-Cola from the Pepsi Challenge
The Pepsi Challenge was a marketing campaign started in 1975. It was simply a blind taste test between Pepsi and Coca-Cola, touting that even Coca-Cola fans choose Pepsi. It was a wildly successful marketing strategy that they revisited for decades. Coca-Cola even ran their own private tastes test, through which they found Pepsi was indeed…
The Difference Between Graphic Art and Graphic Design
Graphic Art – the fine and applied art of representation, decoration, and writing or printing on flat surfaces together with the techniques and crafts associated with them. Essentially, a graphic artist may create art for the sake of art. They may want to convey a certain idea or story, or they may not. Graphic artists…
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Many businesses make the mistake of throwing money at marketing without thinking enough about their brand, as a whole. Paid media campaigns might garner attention, but they can’t necessarily retain it and convert as many customers without solid branding. A company with a consistent, strong perception amongst audiences will always outperform competitors with the same…
What is Brand Consistency and Why is it Important?
Brand consistency means always delivering messages aligned with the core brand values in the same tone, presenting the brand’s visual language in a consistent way, and repeating the same colors throughout the cohesive brand experience. Over time, these elements become ingrained in the minds of consumers, and they’re more likely to remember your brand. Brand…
How Dunkin’ Successfully Rebranded in 2019
The history of Dunkin’ began with a restaurant called “Open Kettle” in Massachusetts, in 1948. Founder William Rosenberg served donuts for five cents and premium cups of coffee for ten cents. Rosenberg renamed his restaurant “Dunkin’ Donuts” in 1950, and franchised his brand in 1955. Since 1950, the number of Dunkin’ restaurants has increased to…
What Makes a Logo Successful?
A logo serves to represent your company through a visual image that can be easily understood and recognized. Logos generally involve symbols, stylized text, or both. A good logo should create memorable impressions on your target audience, and set your company apart from your competitors. So, what makes a logo successful? A successful logo will…
Advertising, Marketing, or Branding Agency?
Choosing an agency to help with your advertising, marketing, or branding needs can seem overwhelming. The agency you choose will play an important role in determining how your potential clients view your company. Which one do you need? If you imagine agencies in healthcare terms – marketing agencies are generalists (the basic needs), advertising agencies…
5 Reasons Successful Branding is Important
Branding clearly delivers your message. Branding emotionally connects your target audience with what you offer. Branding motivates your audience to create a connection. Branding reinforces your credibility. Branding creates loyalty. Bonus – Branding helps you stand out in a crowd.