biggest-branding-mistakes

8 Biggest Branding Mistakes

When branding a new business or existing re-brand can be daunting without the proper knowledge or know-how, so it’s best you avoid our 8 biggest branding mistakes.

How branding adds value to your business

How does branding adds value to your business? A brand is so much more than just your logo. A brand is defined by how and why someone buys a product or service. This can include reputation, promotions, price point, communications and other areas.

succesful-branding

Why Consistency Is Important To Successful Branding

Successful Branding is the key to differentiating yourself from your competition, you see if you don’t create a brand promise around the reality that you live up to, your brand promise will be pointless.

What Is a Brand Identity?

A common mistake most clients make is they think a logo is their brand identity. Branding is so much more than a logo and your stationary or website. A brand identity influences your customers’ experience,  it’s a way to differentiate yourself from your competition.

The Importance Of A Brand Identity Guide

The word “brand” is one of the most overused and misunderstood words in the market place.

Usually, it gets thrown around as metaphor, a label or a descriptor, whether the brand is a entertainer, athlete,  movie franchise or just simply a product. Regardless of the use, the goal of every brand is to induce customers to buy their pitch, and ultimately make a purchase.

But, many businesses often rely too strongly on advertising to do achieve this, failing to realise that there’s more to swaying customers than just a message. The employees, culture, identity and tactics of a business are as important as the advertising message when it comes to creating a winning brand.

So how do you make it all come together? By making sure that there’s more than just a great vision being delivered. Management and employees must be on the same page, and this is by implementing a strategy and creating a strong identity to develop and extend a great brand.

What is a brand identity guide?

Simply put, a brand identity guide is a manual that defines the identity and explains how it should be used, both internally and externally. It helps make a connection between the corporate identity and it’s brand promise, so that all elements connect in a coherent way that resonates with both prospective and existing customers.

What is a brand guide

The brand guideline also has instructions on how all the elements of a brand, business cards, adverts, signage, etc should be used in communication across the board.

It functions as outline for both marketers and designers, helping them to work together to perfect the logo, put together ads that are both striking, and maintain the integrity of the brand across a number of different platforms. It ensures that communication with customers is consistent with it’s values, and that all advertisements will resonate both visually with what you provide to your’e customers.

Branding guides

Once these competencies have been established, they can be expanded on to add a positioning statement, that includes the brand promise, as well as the key reason to use the brand. This should also be wary of the brands vision, and it should include the value proposition, which helps build loyalty.

A Brand Guide’s importance

An important part of all this is the brands personality, which poses the question “who is this brand, and what is it about?” Once this has been identified and expanded, it can be taken back down to a ‘brand mantra’, which is a short, clean way of expressing what the brand represents and what is it’s unique selling proposition.

Intel brand guidelines

This mantra must be unforgettable. Ideally, it should consist of an emotional and/or descriptor modifier. For example, the mantra of Nike is athletic performance / authentic. The simplicity of this mantra makes it stick in the minds of the customers.

Nike Mantra

That simplicity makes it possible to manage the mantra with the brand language that follows, whether it appears in a form of visual or verbal codes. The end result is an unforgettable message about how the company (in this example Nike) differentiates itself from their competitors.

The brand identity guide should contain rules for running a brand. It should speak about what your business achieves, but you should always remember that the brand should be focused on customer needs. In the end, the brand comes from the company, using the principals mentioned above out in the brand guide.

On a different level, the brand guide can also be used for budgeting. Budgeting can be broken down into sections, which can include the time spent creating the brand, along with the cost of designing stationery, signage, printing, etc. It could also include the cost of advertising, PR and the expenses of using a agency.

And finally, a brand guide can also be used to introduce new products or services. These must be consistent with existing brand values because pushing a brand too far can ruin it.

In summary a brand guide is most important to any business, large or small. You must think of it as a operating manual for your business. Without one can ruin your businesses integrity and overall brand value. Speak to us at DesignLab about how we can develop a brand guide for your business.

Social Media Trends to Make Your Brand Stand out in 2016

Are you looking to get tremendous results for your brand through social media this year?

Social media trends 2016

Social media is ever evolving as one of the biggest components for generating business sales and leads. It means that you need to come up with some plans that can stand you out from your competition.

Here is some tips.

Streaming Live Video Plays a Key Role

Video Streaming

Brands need to utilise live video streaming as a prominent option to connect with their customers and attract more customers.

Don’t get too concerned about knowledge because Periscope and Meerkat are apps that will let you do it easily.

Something to consider, consumers always trust a brand that has taken care about their customers and make every possible effort to fulfill their desires. We believe that streaming live video will bring you one stop closer to your targeted audience.

You can also use this option to share stories of your brand.

A Brand that Targets on Real-Time Engagement is Already Ahead

iPhone Engagement

When it comes to social media, consistency plays a major role, especially when people are spending 30% their time on social media.

Because this is a massive competition, if you are not listening to your chances properly, you will not be able to accomplish your targets.

So, keep your audience involved through constant interaction.

Have you ever thought that why giant brands like Coca-Cola or Starbucks are so successful on social media?

It’s simple. These brands are always active on social channels, and engage their audiences through a range of techniques. Such types of brands also respond quite efficiently which is yet another prominent reason behind their success.

So if you are expecting outstanding results from your social media, then get more focused towards real-time engagement.

 Collect Analysis for Decision Making

Data Analysis

Gone are the days when business decisions have been made on a ideal situation. Now with the fast advancement in technology, everything has changed.

If you want to create a social media strategy you have to gather facts and data to make a mature decision.

If you haven’t been collecting data analysis then it’s time for you to take it into consideration.

You don’t need to make any effort because there are plenty of data analysis tools available online.  We use Moz Analytics and SproutSocial.

 

Brands Should Focus More on Visual Content

Visual Content

Content (in text form) will no longer be enough to attract your customers. You really have to include video for making your content stand out more.

It’s a fact that social media platforms gets updated after every second with unlimited number of posts. So sometimes, it’s not possible for your’e user to read everything they come across.

Most of the times they will only consider reading a post that looks more appealing, and this is where video comes in.

It’s obvious that if you want to boost the visibility of your posts, make your content as appealing as possible through quality visuals.

Check out the following brands, they their audiences will get satisfied through visual content. Kate Spade New York and tHe Horse Footwear.

 

Customers Are Becoming You’re Ambassador

Customer is the ambassador

Satisfying your’e customer to make them your ambassador of your product is more important these days.

A potential customer usually conducts a research now before making their final decision. For this, they will ask other people about their experiences about your brand.

If you have already established a good relationship with your existing customers, they will certainly tell all their friends about it.

So, it is vital for you to satisfy your existing customers, so that they can become the real ambassadors of your brand.

New Publication Options Will Provide More Opportunities for Brands

Opportunities for Brands

Did you know Facebook has started to roll out a new Instant Article feature. We personally think this feature will be an amazing option for any brands, marketers and publishers and to convey their messages.

We live in such an informative age, which means it has become crucial for any brands to now educate their audience. Instant Article will be an appropriate feature for one of these purposes.

If you are targeting a more mature audience, then try LinkedIn’s new pulse features.

In summary, you now don’t need to miss any opportunity to win your audience, these publication features are quite useful tools that will keep you connected with your audience.

 

Smart phones Need to be Given Topmost Priority For Marketing

Smart Phone Stats

Browsing on your smart phone is becoming more and more the common way to be on the internet.

Do you know that the number of mobile-only internet users now exceeds desktop-only users?

If you are not using your smart phones correctly, then now is the time to think of it as the most powerful element for building up a social media marketing strategy for your brand.

It the sensible move because the majority of people now use smart phones to spend time using social media.

Because of this you will have to use appropriate size of images that look amazing on a smart phone. You may also have to re-structure your social content strategy accordingly to gain better results.

In Summary

Social media is emerging as one of the most appropriate platform for all types of brands. It is an ever-changing industry that requires you to be updated about the latest trends.