Branding Secrets…

Posted on April 27, 2011

Your brand reflects the personality of your company and promises customers high value for the money they exchange for your goods or services.

Branding, however, is not easy and companies often make these 7 mistakes:

1. They try to be all things to all people. It is better to just focus on meeting the needs and exceeding the expectations of your target market.

2. Branding is not instantaneous. You have to think long, not short-term. A brand has to mature over time to be effective. Instant branding measures confuse customers and lose market share.

3. Branding should have a long-term perspective. Don’t limit your brand to what you are only doing now. Keep the possibility open for new technologies to completely upgrade your current best practices.

4. Even if your product is approximately the same thing, your brand should have something unique. Coca Cola and Pepsi are both similar looking and tasting sugared drinks, but they have been branded in completely different ways, resulting in consumers actually arguing about which is better.

5. While differentiation is important, it should not be overdone. The consumer should still feel a sense of familiarity with the product. For instance, Dell computers are designed in a slightly different way from other computers, but consumers are not bewildered by the customized configurations of Dell because they are similar enough to other computers to make them feel comfortable.

6. When your brand is attacked, you should defend it. Ignoring negative press will not make it go away. In fact, the rumors might even get worse. Brand reputation management will save your brand from collapsing under the weight of spurious competitors allegations.

7. Focus your brand on quality, rather than pricing. The Mac computers cost twice as much as PCs, but they also offer a lot more value, especially for those who do graphic design or online marketing. So, is it really expensive, or just different in a good way?

What are some of the branding mistakes your company makes?

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