Savvy Chief Marketing Officers (CMOS) productively manage a variety of marketing functions. Email campaigns, website optimization, and content strategies all take forethought and planning. An effective branding process is another integral aspect of a successful long-term marketing strategy. Without a strong branding message, companies lack focus and flounder unnoticed by potential clients.
Why then, when branding is so critical to the company’s success, does it suffer from mismanagement so often? The reasons are plentiful. Marketing frequently falls victim to these six branding mistake patterns, and ends up with costly branding mistakes.
1: Failing to develop a solid branding strategy
Marketing initiatives that involve a half-baked or no branding strategy at all are similar to driving around until you happen upon the beach. It’s a huge time waster! If there isn’t a branding blueprint already in your toolbox, stop what you are doing and create one. Take into account your buyer’s pain points, as well as the message you wish to convey about your product and service.
2: Losing sight of the overall goal, or not setting one in the first place
What is your branding strategy trying to accomplish? If this cannot be easily answered, it’s time to go back to the table and map out a plan for a powerful company brand.
3: Inconsistent branding
Branding success depends on consistency, so veer from your branding at your peril. A watered down or under utilized branding message only confuses consumers. Marketing must create a plan to effectively and harmoniously integrate branding into every cross-channel marketing message.
4: Keep a close eye on how to re-brand the company
Freshening and updating a brand is smart, but avoid venturing too far afield. Maintain your brand’s integrity by carefully considering and closely monitoring any changes made to the company brand. Remember, your branding is a primary connection your clients have with you, and changing it too dramatically or often weakens that link.
5: Underestimating the power of tying your brand to a good cause
According to a 2013 Cone Communications Impact Study, 93% of consumers in the United States say that when a company supports a cause, they have a more positive image of the company, and 82% say that whether or not a company supports a cause influences where they shop. Linking branding to a cause is a concept that has evolved over the last few years, and it pays to take note. Companies who commit to a charity allow potential clients to notice and create a positive feeling towards the company. On top of that, it’s a good corporate citizen thing to do.
6: Saving money at the expense of branding quality
You get what you pay for. This adage is no more evident than in a company’s branding development. Aunt Kathy may excel at Photoshop, but that doesn’t mean she is knowledgeable enough to create an entire branding message! Whether a company is developing an initial brand or trying to decide how to re-brand the company effectively, invest in experienced, professional assistance. There is little ROI in selecting amateurs to design and implement a business aspect as important as a branding strategy. Aim to avoid this mistake at all costs.
An effective branding process takes time and financial resources to bring to fruition, and there are many ways a plan derails easily. Branding strategies that are poorly planned, mismanaged, or under-managed provide little or no benefit to the company’s bottom line. By avoiding these six costly branding mistakes, companies stand a better chance at developing and protecting their branding strategies, connecting with clients, and increasing their business.
Want to boost your marketing efforts and enjoy faster ROI? Then contact us at McAllister Marketing (250) 380-2299 today. We feel that branding is not just a logo. It is about the creation of trust, reputation and faith in something or someone. At McAllister we help shape the impression your consumers have about your business or organization and translate brand into consumer experience.
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