Branding is really an art, in our opinion. As you grow, you also develop a better “branding” eye. There is, however, ways to do branding wrong. Trust us, we have seen it played out, and have learned from mistakes in some of our own personal endeavors at times! Effective branding takes a lot of intentionality, time, and commitment. It also takes a willingness to learn some lessons the hard way and change your approach when needed. Here are three of the most common mistakes we have learned to avoid:
Confusion between branding and marketing. Although these words are sometimes used interchangeably, they refer to vastly different concepts. Branding is the actual embodiment of who you are, what you do, and what your purpose is as a business. It is your image. Marketing is presenting that message and image to your audience and packaging it in a way that is engaging and accessible. When you skip the “branding” stage of building your business and jump straight into “marketing,” you will suffer in the long run. However, marketing is an essential step in promoting growth in your company, once you have a solid brand formulated.
Lacking clarity in your brand. This one is so key! Whether it’s the color palette, the logo, or the fonts you use for your brand, overcomplicating things is a temptation that must be avoided! You can’t build brand recognition on a brand that is scattered and confusing. Intentional, curated, simple designs are the way to go. Select three texts to represent your brand and don’t deviate from them. Choose an easily recognizable, readable logo to represent your company. Select a color palette that embodies the energy of your business and don’t wander from it. The clarity that simplicity provides will serve you well!
Not defining your audience. You can’t reach an audience you haven’t identified. Reality is that no brand will appeal to everyone. By defining your target audience, you are able to market your brand in a way that is most accessible and attractive to them specifically. This involves using the forms of media that are most common for that demographic and using language that appeals to them. Marketing without a specific audience in mind leaves you aimless in your brand, and ultimately damages your effectiveness in building your clientele.
Quality branding truly can make the difference between growing and thriving in your industry and being stunted as a business owner. But be encouraged, friends! Although branding is a process that takes time and thought, it is also an exciting and rewarding endeavor! And we would love to walk with you on the journey.
XOXO,
Tami + Sheree
