Every business has made mistakes in its branding, which can make it harder to build relationships with customers. Knowing which mistakes to avoid in the beginning will help you face fewer hurdles along the way.
Branding is not something you consider once your business takes off, but it should be part of conceptualizing your business. Starting in the early phases of your business will make it easier for people to start building a relationship with you, and there may be fewer changes you need to make later. You will likely find it is easier to develop some of the basics of your business, such as the business name, logo, and design elements, when you already know the message you want to send to your audience. Early branding of your business also assists in gaining recognition online via your website, social media accounts, and search engine results.
Taking The Wrong Perspective
Some businesses ruin their branding in the beginning or along the way by taking the wrong perspective. All businesses should take the time to adopt the perspective of their consumer instead of only thinking like a business. Think about different brands that come to mind first or ones that have significant brand loyalty. These brands stand out for different reasons and it's often contingent on the messaging and experience they provide to their customers. For example, if your store sells clothing, your message is likely based on the type of clothes you sell and the demographics of your customers. Some clothing retailers are successful because they appeal to higher-end consumers and they sell luxury and exclusivity, whereas others that are more affordable might brand themselves as being inclusive of different body types, styles, and ages.
Not Having Guidelines
Once you settle on different aspects of your business and branding, you should develop guidelines that anyone can follow. No matter who you hire to help with your business, such as a printing service, graphic designer, or writer, they will all be on the same page when you have consistent guidelines. From the design aspect, your guidelines should have a copy of your logo, which includes the exact colors and typography used. Typically, the colors and typography are the same across all platforms, such as the design of your website, business cards, and large signs. Another component of your guidelines will be your message and voice. If you do not write your own website content or social media posts, it will be easier for your writers to have a consistent voice.
The idea of branding your business is easily overwhelming, especially when you first start. Focusing on your branding strategy early in the life of your business will help you form the best-possible relationships with customers. Reach out to a branding company such as Data Driven Design to learn more.