8 Common Branding Mistakes to Avoid

A brand strategy is very important in growing a business. This article explores common branding mistakes both personal and corporate brands make that can be avoided to build a stronger perception and presence in a competitive marketplace. A lot of work that requires time and resources has to go into establishing a leading brand. This explains why a brand strategy is important.

• A common branding mistake is assuming that the logo and colours make up a brand. While symbols are useful in creating a brand identity, a brand is more than just the symbols.

A brand refers to the attributes, values, ideals, principles, personality, ethos, proposition, purpose, promise, story, tone of voice, and essence. ~Sola Abulu.

It involves the overall activity that has to be carried out to create an identity and perception for your target audience and a wider audience. Catch up on our definition of a brand strategy here.

• Another common branding mistake is not developing a brand voice that can speak on issues. When issues arise with customers or any other stakeholder, it is not the call of marketing communications to tender a response. There should have been a voice that the audience is used to that will create the messaging in response to issues and crises because randomly communicating with the public only when there is an issue or crisis will not help to build trust.
• Following the point above, not maintaining the brand’s voice and personality, especially on digital platforms is another branding mistake. This is common to see on digital media platforms. When it is not a personal brand, jumping on every trend can be unhealthy for a brand’s identity as not all trends speak to the essence of the brand and may be offensive to the target audience. Stay with a consistent brand personality.

• Hiring a marketing communications professional to handle the brand strategy. Marketing communications professionals are more concerned about generating interest from a large target audience for the brand’s products. To build a reputable brand, hire someone skilled and trained in developing a brand strategy that strengthens the brand’s identity. Many marketers know little about corporate communications and reputation management.
• Overlooking the importance of hiring professionals with core communications competencies to handle a brand. It is very rampant in today’s digital age to see businesses hire people with skills in digital marketing and social media management to handle their branding. A social media manager who is saddled with the responsibility of creating and scheduling posts is not fit to be described as a brand manager unless he or she is trained. You will find this video useful in understanding the difference between a social media manager and an expert strategic brand communicator.
• Creating a brand strategy that does not align with the overarching communications strategy and business objective is another branding mistake to avoid.
• Not balancing brand and marketing communications seamlessly. Small business owners, especially B2B brands give less attention to brand communications and focus more on marketing until there is a crisis in which a strong brand reputation can salvage or there is a need for a promotional ad. Building the brand brings the customers from afar and can generate future leads.
• Not having SMART targets that are linked to business objectives is a branding mistake to avoid. The acronym refers to specific, measurable, achievable, realistic and timely. Read this article to learn about the importance of setting SMART goals.

Sola Abulu & Associates (SA&A) has announced that enrolment is now open and ongoing for the 2nd cohort of the SA&A CPDSO-Accredited Brand Strategy & Marketing Communications Course scheduled to hold online on August 29, 2024 from 9AM – 4PM WAT.

The Course is designed for practitioners, consultants, business owners, entrepreneurs digital marketers and working professionals with the desire to learn, re-learn and/or upskill their knowledge of how to develop an effective Brand, and communicate effectively with the market and other targeted audiences in pursuit of desired objectives. Click the link to register:

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Sola Abulu & Associates is a strategy and communications consulting and training firm committed to enabling businesses, brands and organizations to achieve their objectives through strategic communications, organizational effectiveness and reputation risk management

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