You May be a Small Business, But You Can Still Focus on Building a Big Brand Image!
Why Small Business Branding Mistakes Hurt
When it comes to creating and implementing a digital marketing strategy for our clients we always begin with their brand image. Without a visible and recognizable brand identity you are dooming your online marketing efforts to failure. But many small business owners give little or no thought to their branding. This haphazard mix of imagery, messaging, and tone of voice is only going to send your potential customers to your competitors. We can help you do better by outlining some small business branding mistakes you need to avoid.
A brand is a personality that identifies a product, service or company, including a name, term, sign, symbol or design. A brand also represents the relationships between customers, staff, partners, investors, and so forth. Boundless
In the digital world effective branding as an absolute necessity for any type of business. Especially for small businesses branding has a tremendous impact on how your company or business is received and performs. Overlook a small detail and you may suffer serious consequences. In today’s competitive world a positive brand image is essential. Therefore you need to watch out for these small business branding mistakes and avoid them at all costs.
Successful branding yields benefits such as increased customer loyalty, an improved image, and a relatable identity. TSL Marketing
Always remember that your brand identity will be the first impression of your business for new potential customers. You only get one opportunity to make a first impression, so make sure it is a great one! If you give potential an incomplete or misleading brand image they will go somewhere else where they feel more comfortable.
Key Small Business Branding Mistakes to Avoid
Overlooking a Catchy Tagline
Failing to grab your viewer’s attention with a powerful and influential tagline will cost you potential customers. Remember “Just Do It” (Nike), “Think Different” (Apple) or “I’m Lovin It” (McDonald’s) and you get the idea. What can you say about your business in two to three words?
Forgetting Brand Identity Design
Not paying enough attention to the creation of their logo design is another of our small business branding mistakes. Visualization is by far one of the most powerful ways for your small business to have an impact and attract attention. You don’t really believe that a clip art logo can provide that, do you?
Inconsistent Branding Efforts
These small business branding mistakes are most common on social media networks, but they exist elsewhere as well. Inconsistently branding your products or services and confusing your customers as a result leads to your brand either being forgotten, overlooked, or confused with another.
Neglecting Your Industry
Forgetting to incorporate your industry along with the message and emotion of your brand identity will mean that your brand and logo will be considered lifeless and without any human connection. Trust us, nobody wants to deal with a two-dimensional cardboard figure!
Underestimating Word of Mouth
Another common small business branding mistake is not using your customers as brand advocates by asking them to spread the word about your brand, products and services. According to Salesforce.com, 92% of all people trust recommendations from family and friends before any other endorsement.
Not Using Social Media
We really shouldn’t have to include this in our small business branding mistakes in 2017, but here we go again! Failure to use social media to your advantage means that you are missing out on the 74% of adult buyers who use social media networks and trust them for the best brand.
Disregarding Your Competition
Believing that your product or service has no competition in your market is another small business branding mistake you need to avoid. Even if you do not have any direct competitors, the market may have options that you are not aware of. Keep in mind that while you may ignore your competition your customers most certainly are not!
Being Too Forceful
We saved our least favorite of all small business branding mistakes for last! We call this the “Used Car Salesman Brand'” for obvious reasons. Making everything to obvious or forceful and having your customers believe that you are desperate is a really bad idea! Remember that 70% of the buying experience is based on how the consumer is being treated according to Entrepreneur.com.
Fixing Small Business Branding Mistakes
Now that you have a better understanding of the most common small business branding mistakes you can evaluate if your small business is guilty of any of them. Maybe you only need to tweak your tagline and ask for a few more referrals, which means you are doing pretty well already. Some of you may fall into the category of not having planned ahead, and you may have a lot of work ahead of you as a result.
A brand does not exist within a company or organization. A brand exists in the minds of your customers. A brand is the sum total of impressions a customer has, based on every interaction they have had with you, your company, and your products. Lucidpress
If you need more than a few tweaks we recommend that you engage a professional brand strategist and designer to get you started. Depending on where you are with your existing brand development you may need to consider starting from scratch or going through a major re-branding. In both cases professional help will prevent you from making small business branding mistakes all over again!
Still Not Sure How to Avoid Small Business Branding Mistakes?
Here at ESPRESSO.digital, we offer a full range of digital media services, including brand strategy and development, graphic and logo design, content strategy and creation, and social media marketing, to name just a few. Contact us to learn more about our small business brand development and design services, and how our team can help you achieve your online marketing goals through a professional brand identity.
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