7 Mistakes to avoid with your Brand Identity in 2021
I know, I know… so many people are ready to throw out all of 2020 and get on with 2021. Trust me, I get it! But before you take out the trash, ask yourself this, “Is my brand where it needs to be going into the New Year?” If you can honestly say yes, then stop reading. Or just keep reading because you may learn something new. I have listed 7 common mistakes that owners are making with their brand identity. By avoiding these simple potholes, your business will be poised for 2021. There are 7 so I’ll keep them short and sweet!
- Not Sticking With Your Brand Style Sheet:
If you don’t know what a brand style sheet is, click here (I give it away for free on my website). Style sheets are basically a dress code for your brand. They contain your logo, colors, fonts, imagery, and feel. When you market your brand identity without this guideline, you create an inconsistent brand presence for your customers. Ask Coca Cola about the “New Coke” fiasco.
- Focusing On Trends Rather Than Effectiveness
Trends can be great! They’re cutting edge and can really capture the attention of your audience. On the other hand, they can also clash horribly with your brand identity and make it look like you are trying desperately to fit in. Only choose trends that organically align with your brand’s identity and message! Trends of the moment tend to die out quickly and make your brand look dated. Organic trends stand the test of time.
- Misalignment With Values And Mission
The same way you follow your brand style guide, should be the way you develop your message from your values and mission. These statements aren’t just sentences to fill up your website. They are your mantra! Every piece of digital promotion on your websites, flyers, and social media should be in alignment with your company’s values and mission. When you stray from this, you potentially confuse your demographic.
- Ignoring Scale
When I say “Scale”, don’t think of physical size. Think expanded use. Creating a logo is a waste of time if you fail to acknowledge how and where it will potentially be used. Established companies like Nike or J.P. Morgan Chase have developed multiple variations of their logo to use in specific ways. A company may have a tall version for normal use, a wide version of their website or letterhead, a one-color version for watermarks or even a small brand mark for object placement. Treat your logo like other brand giants and you will be prepared for any future changes in scale!
- Inconsistent Targeting Of Your Demographic
Ignoring the needs of your ideal demographic can cause you to alienate your loyal customers. In business, it’s more costly to convert new clients than it is to maintain current ones. Never forget to “dance with the one that brought you.” On another note, listen to the “pain points” of these consumers as their needs are constantly changing. This also allows the potential for uncovering new demographics.
- Poor User Interaction On Your Website
You didn’t think you were going to get away without us talking about your website, did you? Well, there are MANY things that can constitute poor interaction on your site. A slow website can frustrate users causing a high “bounce rate” or percentage of visitors leaving your site without completing any action. An over-reliance on stock images can give a fake or plastic look. An overly complex site can frustrate the visitor in a different way and cause them to abandon your site for greener, simpler pastures. One more thing, don’t put auto-playing music on your site. Just don’t.
- No Social Engagement
This one feels like a no-brainer. With the ubiquity (new fun word) of social media today, how can you not take advantage of connecting your brand to the masses? While simple enough, just having links to your social media is not enough. Creating your business presence on social media requires consistent engagement with your demographic. Choose one or two social media platforms to focus on so you aren’t spreading yourself too thin. Shallow engagement can be almost as bad as no engagement at all!
2021 is almost here. You are now armed with these strategies to avoid 7 common branding mistakes going into the New Year! If you’re interested in more strategies or a way our team of Mad Designers can breathe some life into your brand, check out our website!
Stay branding my friends!