5 simple things that will sabotage your brand

You know the importance of having a powerful and compelling brand, but is your brand actually that powerful and compelling? Even if it’s up to the job, are you living your brand — day in, day out? Or are you making one of these five mistakes?

1. A vague brand identity

Your brand isn’t just some snappy extra that has little or nothing to do with how your company operates on a daily basis.

You certainly need to have a thorough understanding of your brand. And you need to actually put that understanding into practice across your firm’s entire marketing efforts. That way, not even the most casual observer will be in any doubt about what your business is about.

2. A changing message

There are several reasons why the message you communicate through your brand has to be consistent.

• First, you’ll want your audience to gradually memorise your brand message.
• Second, you’ll want to have a consistent reputation.
• Third, it’ll help you to build longevity and market share.
• You risk all of this when you can’t stop ‘switching up’ your brand message.

3. A failure to be consistent

We aren’t talking here about the consistency of the brand message your firm’s marketing efforts communicate, but instead of your employees’ embodiment of that branding message.

• Your company’s brand isn’t something separate from the day-to-day running of your business.
• Make your staff aware of and believe in your brand message.
• It’ll be easier to ensure you’re consistently delivering on the promise your brand represents.

4. A tendency to over-promise

It’s crucial to live up to your brand’s promise. That’s precisely why you should be careful not to make ridiculous and unrealistic promises through your branding that you can’t fulfil.

• Customers tend to be highly attuned to what brands promise.
• They remember whether promises are kept.
• It’s all too easy for them to switch to a competitor if you ever over-promise and under-deliver.

5. A non-existent USP

Whether you know it as the point of difference (POD) or unique selling point (USP), it’s something every brand needs. It’s the one positive characteristic of your business that makes it truly stand out from its rivals, which those rivals would not be able to easily duplicate.

• If you haven’t even thought much about a potential POD or USP for your brand, now’s the time to start thinking about what it is that will likely — or already does — make a customer choose your business over its obvious competitors.

Whether your brand is only just being launched or you have a well-established brand that you are anxious to protect, choose PENNInk Productions as your specialists in online marketing for small business to ensure that your marketing approach lives up to your brand.

Originally published at PENNInk Productions.