Adidas’s three stripes, McDonald’s Golden Arches, and Nike’s swoosh symbol likely ring a bell in your mind when you think of familiar branding.
Branding efforts can seem like a daunting task to any small business owner. After all, branding is what helps people identify your products and services.
Today, I’m here to show you three branding mistakes that people make when it comes time to create their brand.
Be consistent – It’s important when developing your brand to remain consistent across every channel. Inconsistency can put your overall credibility at risk. One way to think of your brand is to think of Donald Trump. If Trump says one thing during a speech and then tweets out a contradictory remark on social media, he’s conveying an inconsistent message. This notion holds true to your brand in that it’s important to keep your branding consistent across all channels of communication between you and your audience.
Keep it simple – Simplicity is essential. When building your brand, it can be tempting to keep adding more and more to your brand like new colors, new graphics/fonts etc. However, it’s important to keep it simple. Your logo doesn’t need to be a holographic image. In fact, it’s better to keep it simple and keep your logos clean and consistent. This will help you get recognized and remembered better than a logo that incorporates overcomplicated brand elements. It’s the latter that leads me to my next point:
Brand guidelines – Before you even begin branding, do not, I repeat do not forget to establish brand guidelines. If you forget this kick-off step, you’re guaranteed to forget important pieces of the branding puzzle. Here are a few things to consider:
- Tag line – An example of a brand’s tagline is Nike’s “Just Do It.” Their tagline three words but, they are a powerful three words. Not to mention, it’s short, sweet and to the point and clearly connects the overall brand to the message. When it comes time for you to create a tagline, you’ll want to avoid wordiness. Instead, you’ll want to create a tagline that packs a powerful punch in as few words as possible.
- Logos – As I mentioned before, brand logos are what help consumers connect a brand with a product. It’s this reason that you’ll want to create one logo. An overarching logo keeps your messaging consistent and allows people to correlate your brand with your product or service.
- Brand colors – Just like Coke uses red and white, it’s important to decide on what colors you’ll use and stick to them. These colors will then be used when creating other brand materials in the future, so choose wisely.
When it comes to branding, don’t get stuck in a rut. Avoid the overall mistake of lacking creativity that sets you apart from your competitors. Don’t use the same theme or the same logo ideas as your competitors because it throws you right in the mix. You don’t want that. You want to stand out amongst the crowd. Be ahead of the curve like you should be.
Use your imagination and think outside of the box when creating your brand elements. In the end, be creative and appropriate for your industry!