By Adriana Rehbein, Distribution & Marketing Officer
When you think about brand-building you must know how your product/service relates to your audience, and then create an easily recognizable brand image that relates to your customers.
However, it is very easy to damage a brand. Below you can find the most common mistakes you might be making that damages your brand and tips to avoid them.
1. Brand bragging.
“Hi, I’m the most beautiful, intelligent and amazing woman in the room.” If I introduce myself like this you would probably think that I’m an idiot, right?
Well, it’s no different when companies claim to be “industry-leading and best in the world”. Your audience will wonder why you feel it necessary to brag about your own brand.
Tip: Give your audience the chance to do the brand bragging for you.
2. Promising and not proving.
How frustrating is it to not get what you were promised?
Launching a new chicken burger that isn’t available in stores, calling a 24/7 service and no one answers. Customers get very disappointed and upset when you can’t deliver what you promised.
Tip: Underpromise, then prove you can deliver more.
3. How many brands? Too many brands.
“I have one brand that’s really good, let’s have 20 more to make it 20 times better!” NO!
If you have too many brands it would be harder to make any of them shine. After 30 years General Motors figured this out and smartly decided get rid of its unnecessary brands (like Saturn).
Tip: Follow the APRS Media model – have one corporate brand and a few sub-brands (The Retiree, Queensland Mining & Energy Bulletin, etc). But remember, only launch multiple brands if you are trying to connect with completely different audiences.
4. Brand vs Brand.
“We look like Apple, talk like Apple, but we are better than Apple.”
All I can remember is “Apple”. That’s what happens when you attack another brand, you are making their brand stronger at your cost.
Tip: DO NOT mention a competitor’s name on your advertisement.
5. Product problem? Rebrand!
Is rebranding really worth it?
Companies normally rebrand because customers see their brand negatively. But can you really fix the problem just by re-branding?
Sticking a new brand to an old product won’t change the customers’ perceptions. Rebranding only accentuates the problems.
Tip: Use the money you would have spent rebranding and use it to survey your customers, connecting with them and knowing what they want will make your product/service Top of Heart.
6. Advertising is a waste, cut it!
Companies from small to big see themselves cutting advertising thinking that it’s the easiest way to save money, but is it? Let’s take a closer look.
“Marketing is food. It’s the regular, sustained nourishment that gets your business where you want it—and keeps it there. You need it throughout the day, every day.” – James Archer
Going by what James Archer says, cutting advertising will significantly damage your brand. Your customers will start asking why you are not there anymore and eventually you won’t be Top of Heart anymore, and sadly not even Top of Mind.
Tip: On our next First Edition I will talk about why the most successful companies in the world engage ongoing marketing efforts.