08 Jun Common branding mistakes to avoid when designing your Corporate Identity
Being a start-up who found a gap in the market and taking the opportunity is extremely exciting. Making a bit of money in the process also makes it sweeter. Just because you are a new business, it does not mean that your product is the only one of its kind in the market. The key is to make sure customers choose yours.
Branding is defined as a marketing practice in which a company creates a name and logo that is easily identifiable as belonging to a specific company, helping consumers to distinguish their products or services from others.
Before starting off the creative and strategic process for your brand, it would be good to have an idea of what NOT to do when designing your Corporate Identity.
Common branding mistakes to avoid
Thinking first impressions are not important
Have you ever heard of the saying “You don’t get a second chance to make a first impression”? Branding is your step into the marketplace and should be prioritised before making money. Your package design is the first contact point between your brand and your customer.
Lack of research
Knowing your competition should not stop at local markets. It should stretch as far as global markets as well. Researching and recognising your competition’s weaknesses as well as strong points can help your brand win. It is important to realise that using similar brand creation ideas as your competition can end up in customers confusing your products with theirs, or worst-case scenario, you could end up in a lawsuit.
Always following trends
Trends come and go. Your logo needs to communicate with your customers over a long period of time. Rather than going full blow with a trend, try creating a classic logo with just a hint of trendiness and be prepared to adapt it over time.
Inconsistency is NOT key
Inconsistency is not something that brands thrive on. Decide on rules for your brand and logo and stick to them. Make sure the elements in your company like stationary, website and advertising look like they belong to the same brand.
Make sure the elements in your company like stationary, website and advertising look like they belong to the same brand.
Coca Cola is a great example of a successful brand that has maintained consistency while changing and adapting with the times.
Not understanding your market
Just because you love your new logo, doesn’t mean your target audience does too. To avoid big branding mistakes from happening ask your audience what they think. Before spending a large amount of time and money on creating a brand, do more testing.
Listening to positive feedback only
You need to take feedback from the right sources. This means that limiting your sources to only positive feedback reviews is not the way to go. For a modern company to measure its appropriate branding goals is to get reviews from social media platforms and review websites.
Not having a backup plan
Most of the time branding strategies do not work the first time. Your offerings should be constantly refined and revised to deliver the best quality and to adapt to the ever-changing needs of the market.
In a nutshell
It is important to remember that we live in a constantly changing world and that your brand should adapt to environmental and customer behaviour changes over time, while still being consistent.
First impressions are important, for it’s the first interaction point with your customers.
Research on your competitors can help you establish what to do and what not to do.
Understand your market by asking their opinion and don’t use only positive feedback as a resource.
Following trends is not always trendy and having a backup plan for if your brand strategy fails is a must.
Level-Zero, the number one solution
Level-Zero are experts in the field of corporate identity. We specialise in logo development, brand elements, colour palette selection, photography, brand style guides, business cards and stationery design. We are here to help with your corporate identity branding needs, and to guide you so that you remain consistent while bringing in a hint of trendiness to your brand.
Visibility is everything, we will help your business get seen by creating a great first impression. Level your brand up with Level-Zero.