4 Branding Mistakes to Avoid for Consumer Brands

The number one focus when it comes to connecting with your audience is branding. Branding is a way of identifying your business. It is how you are recognized. A strong brand is more than just a visual logo, it’s reflected in everything from customer service, marketing style, tone of voice, media content creation, and product development.

Branding is a broad subject, focusing on many elements of the business. It’s easy to make mistakes, but it is also very easy to learn from them when you can identify them. Let's take a look at four of the most common branding mistakes found in consumer brands.

Mistake #1: Not having any branding in the first place

This is pretty obvious yet many companies fail to understand the importance and power of investing in successful branding. A strong, and consistent, brand increases customer loyalty and trust. People are more likely to buy from a brand with a clear brand story because it creates an emotional connection with the brand and/or product. 

A well-put-together brand also improves the quality of a company. Customers are more likely to pay a premium from brands that look, sound, and feel professional and well put-together. People often buy high-end products because of the brand, not the product itself. Look at the ‘designer’ industry. 

Not to mention you can actually reduce your advertising costs once you have clear and professional branding. Customers who are loyal to your brand are more likely to recommend it to others, thus reducing customer acquisition and marketing costs.

The first thing to do then is to really understand the power of branding! 

Mistake #2: There is no clear brand voice

Brand voice is the distinct personality a brand takes on in its communications. It encompasses everything from the words and language you use, to the personality and images your marketing assets aim to invoke. It plays an important role in making sure your message cuts through the noise and makes a lasting impression on potential customers. 

When creating a brand, avoid following the crowd. Attempting to chase the latest designs can cause your brand to be lost in the masses. You have to focus on what makes you unique. Your brand voice does just this. Imagine you are at a dinner party and all the guests are talking about the same thing, but one person speaks with such passion and humor you remember them the most… your brand voice works in a similar way!

Having a brand identity, that is clear, with a defined target audience, will help to develop a brand's voice. Focus on creating an identity that stands independent of the latest trends. Avoid complicating it, the more simple it is, the better.

Spend time analyzing your brand voice. How does your brand talk, connect, and interact with its audience? Note any customer feedback too. This will help you decipher if your brand voice is clear or not. 

Consistency is key, once you develop your brand voice it’s important to stick to it. Your brand voice is the soul of your business. It’s what people tend to remember. 

In the Sprout Social Index consumers surveyed had reasons why some brands stood out more than others. Here is what they found:

40% said memorable content, 33% said distinct brand personality, and 32% said compelling storytelling. 

What do all three of these have in common? Brand voice. 

Mistake #3: Not using existing customers to help spread the word

Many consumer-based companies fail to leverage their greatest marketing asset. The consumers themselves!

In a world where reviews are king, it would be foolish to not use them as part of your marketing and sales campaigns. Recurring and loyal customers, who speak fondly of your product or service, are a great way to attract new ones. 

Take advantage of word-of-mouth marketing by giving your loyal customers the deluxe treatment. Offer them referral discount codes, free samples, and connect with them directly. This can go a long long way, especially for smaller start-up brands.

Mistake #4: Not having an attention-grabbing and authentic tagline

If you can’t quickly summarize your brand in a simple sentence, it’s time to give it a go. Taglines are what have made some of the biggest brands in the world so huge. Think of Nike and the ‘Just Do It’ campaign or Disney with the “The happiest place on earth” tagline. Both entice you in and are extremely memorable.

The most successful taglines condense a brand into three to six words. Almost like a mantra or motto. Many brands struggle with creating a tagline so if you can’t create one that is authentic, unique, and memorable, don’t have one at all. A tagline that is too complex can actually damage a brand more than help it.

Being able to summarize your brand will assure that it is clear, to-the-point and will help you keep your actions aligned! 

Branding is important, if not the most important aspect of a consumer brand. It’s worth focusing a significant amount of time and energy on defining, and perfecting. Choose to spend time focusing on each aspect of your business and note whether it connects to your brand's ethos or not. The more clear you are, the better. 

Dive deeper into branding for direct-to-consumer brands with our guide here.

Do you need help creating a powerful, aligned, and remarkable brand? Click here to schedule a Complimentary Brand Consultation. We can’t wait to hear about your offer and your mission and grow it into something even bigger! 

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