For small companies, branding is extremely important. This is considered as a major challenge by small businesses because of the lack of resources, funds, manpower and time. A company that doesn’t have a well-defined brand will have trouble with differentiation in the marketplace and with generating media awareness. Here are some common mistakes to watch out for.
Create a vague brand or over-complicate it.
The standards for every future business process with a brand are set by first impressions. The way you communicate your brand can greatly impact your success than the product itself. Avoid unsure statements – your brand should be an enthusiastic reflection of what it stands for. Also, strive to be simple when initiating the branding process, as it can be tempting to add things. When it comes to logo design, you don’t need to use a lot of colors, or different graphic element to represent every department of the company. Clean, simple elements are easily remembered, so avoid over-complicating things.
Forget to monitor your brand’s usage.
After developing brand guidelines, be proactive about monitoring how your branded elements are being used. Maybe down the road you need a new ad and want to use a color outside of the palette? Keep in mind that every time you deviate from your brand guidelines, you weaken their power and association with a more unified branding campaign. Consistency gives companies the opportunity to become sustainable brands, build trust, recognition and greater profits, and invoke a feeling in their customers.
Try to mimic the look of chains or big brands.
As a small business, slice out your own identity and leverage your independent status to attract customers looking for more original offerings that are authentic and align with how feel about themselves. All too often, big brands are burdened by bureaucracy, restricting their flexibility to react to changing needs. Be innovative, bold and stand for what you believe in.