What is Branding?
Branding is about building a strong brand identity. This can be achieved by creating a name, symbol, logo, or design that is easily identifiable with the company. The aim is to establish a unique image in the minds of your target audience. An effective brand strategy can give your business a significant edge in an increasingly competitive market. Branding not only creates a lasting impression but also sets expectations for your customers. It helps attract new clients, boosts employee satisfaction, and fosters trust. To maximise your branding, ensure your brand message aligns with your persona. Create a voice that reflects your brand and, most importantly, deliver on your promise to keep customers coming back and referring others.

Branding Mistakes to Avoid
Branding isn’t a quick fix for an identity crisis. It’s not just a buzzword – many businesses fail to get branding right. Even small mistakes can damage a brand. Over the years, well-known companies have faced serious consequences for branding blunders.
For example, Colgate made headlines in 1982 when it ventured into the frozen food market with its “Colgate Kitchen Entrees.” Consumers weren’t willing to buy food from a brand tied to oral hygiene, and the line failed. While large companies like Colgate can recover from such setbacks, SMEs can suffer greatly from even minor branding mistakes. Often, businesses rush into branding without getting the basics right. To help navigate this challenge, we’ve outlined key branding mistakes to avoid.

Inconsistency Across Platforms
Consistency is essential for building a strong brand identity. It fosters trust and ensures a recognisable image. Inconsistent branding, however, can seem unprofessional and damage credibility. Coordinate your visual assets across all platforms, including your website, social media, advertisements, and print materials. Always refer to your brand’s style guide for guidance. A consistent brand message plays a crucial role in influencing consumer decisions.

Using Poorly Written Copy
Effective branding relies on clear, compelling copy. Avoid over-the-top language or vague statements. Many brands use buzzwords that don’t set them apart. To strengthen your value proposition, focus on how your business differs from competitors. Use clear, honest language that builds trust, and focus on benefits, not just features. Avoid sounding monotonous – a natural, conversational tone works best.

Relying Too Much on Trends
In today’s fast-paced world, trends come and go. Some businesses make the mistake of jumping on a trend, only to find it fades quickly. While it’s fine to draw inspiration from current trends, ensure your brand’s core identity remains intact. When redesigning, select trends that reinforce your brand identity rather than dictate it.

Failing to Consider Global Perception
SMEs often focus solely on their local market, neglecting the global audience. This short-sightedness can be costly when they expand internationally. To avoid this mistake, think about how your brand will be perceived globally. Steer clear of potentially offensive messages. Localise your message, but avoid direct translations. Understand the local culture and ensure cultural sensitivity to prevent backlash.

Neglecting Your Strengths
Sometimes businesses become so fixated on trying something new that they forget what made them successful in the first place. A good example is Gap’s failed attempt to rebrand by replacing its classic square logo with a minimalist design. The backlash was so strong that the company reverted to the old logo within a week. While it’s fine to experiment, always keep your brand’s core values and identity at the forefront when considering a redesign.