When you think about great branding, Coca Cola’s distinctive red and white lettering, Nike’s swoosh and Adidas’s three stripes likely come to mind. But as a small business, imagining the level of investment that’s gone into these iconic images can make the thought of undertaking your own branding initiative seem overwhelming. (via Entrepreneur.com)
- Not understanding the power of a brand. It’s something of an open secret that Google likes to prioritize branded listings in its organic search results, since visitors are more likely to click on them.
- Forgetting to establish defined brand guidelines. (logo, brand colors, taglines, fonts and typography, voice, imagery, mascots)
- Overcomplicating your brand.
- Falling into the vague branding trap. For example “best-selling” books, “championship” golf courses and “award-winning” ad agencies really don’t mean anything. Daniel Burstein, director of editorial content for MECLABS calls this type of lazy branding “wallpaper copywriting” or the use of vague, catch-all nonsense that’s been repeated so often it’s lost all meaning. So what’s the solution? Clear language, logos and imagery.
- "Cheating” on your brand guidelines. every time you deviate from your stated brand guidelines, you dilute their power by some small amount.
- Not policing your brand’s usage. be proactive about monitoring where and how others are using your branded elements on your behalf.
- Rolling out brand changes poorly. nothing wrong with rebranding. That is, unless you approach it poorly.