Branding projects are not easy, they need careful consideration and planning. Delivered in the right way it can be a transformational moment that can unify your employees and supercharge your business. Done without careful planning they can be an expensive distraction and even cause long term damage to reputation. Here are some of the common problems that branding projects face.
Branding is built on solid knowledge, so conducting in-depth market research is critical. Getting to understand your audience, market trends, and rivals allows you to craft a brand that not only speaks to but also resonates with the target audience, really standing out from the crowd. Branding is a two-way street, so connect with your audience to learn from them directly about their wants and needs. Failing to do so will mean a brand that lacks vitality.
Input is great, but not everyone should be making decisions. Pinning down clear roles and accountability from the get-go, using tools such as RACI matrices, can prevent project hold-ups, especially during creative phases. Assign clear responsibilities so everyone knows who does what and who to talk to about an issue.
Consistency is at the core of any strong brand. From your logo and colour palette to your tone and messaging, a unified brand image across all channels is indispensable. Inconsistencies will only confuse your message and lessen the effect of your brand – so, be clear, confident and consistent.
Your brand is more than just a logo; it’s got a life and personality of its own. Define your brand’s values, voice, and style with smart and deliberate choices. Neglecting to establish a distinct personality will result in a forgettable brand that lacks the warmth and impact needed for a lasting impression.
Brand building is a marathon, not a sprint, so rushing the process with quick-fire decisions and ignoring the fine detail, leads to a brand that lacks depth. Give yourself plenty of time to develop a comprehensive strategy and then to execute it thoughtfully, ensuring a brand that will stand the test of time.
Yes consistency is king (see point 3!), but brands should be guidelines not strict rules. Digital design systems are a more flexible way of showcasing your brand, which allow you to adapt to changing preferences, technologies and capabilities as channels and content needs shift. Do this and you’ll ensure a dynamic and cohesive brand across multiple digital platforms.
Having a strong presence online is fundamental. In today’s digital first world this is almost always the first touchpoint someone will have with your brand and the most frequent communication channel thereafter. Ignoring the importance of a navigable website, lively social media profiles, and other digital touchpoints will limit the power of your brand so it is vital that your brand has a digital lens.
Copying might be the greatest form of flattery, but it won’t do your brand any favours. Cloning your rivals will result in a generic brand that fails to differentiate itself from everyone else. Instead of imitating, underline what makes your brand special, and use those unique aspects to stand out from the crowd.
Remember, a brand is just a tool – it’s what you do with it that counts. Bringing your new brand to life is often overlooked. Considerable costs can be associated with updating existing digital content, printed materials, physical branding, etc. Ensure that your brand isn’t confined to a logo but is integrated seamlessly into all aspects of your business. From digital platforms to physical touchpoints, activate your brand with energy, honesty, and a clear purpose.
In order for any project to be deemed successful you must first agree what success looks like. Branding projects are exactly the same and while measuring brand is not as easy as say clicks or revenue, it is absolutely possible. Critically you must establish clear and measurable goals and Key Performance Indicators (KPIs) right from the outset. What are your brand goals? Is it brand love, loyalty, awareness, advocacy, being known for your purpose? Define this and then use ongoing and regular interval brand tracking, customer research, employee surveys and data to measure your success against your goals.
Avoiding these common mistakes will pave your way for a confidently successful branding project. By investing time, research, and creativity into your brand and bringing it to life across all channels, you can create a lasting and impactful presence in the digital landscape.
If you’re looking for advice on how to breathe new life into your brand and better connect your channels and audiences, please drop the Everything Connected team a line and LET'S CONNECT
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