Using "DIY" branding, or continuing to rely on a brand that was created years ago when you first launched your business, is problematic for a number of reasons. For one thing, it probably isn't doing justice to all that you have accomplished! It's also a safe bet that an outdated or self-made brand is going to look pretty stale, pretty quickly, in a marketplace full of stylish trendy businesses. Finally, it's very likely that a DIY brand won't be complete - it isn't a complete brand identity, which goes miles beyond a logo and colour scheme!
Here are five mistakes you're probably making with your brand, and why they're hurting your business.
1. Lack of Consistency
Consistency is king when it comes to creating and maintaining a strong brand. Does your brand look consistent across all platforms: your website, social media, online and offline advertisements, and marketing collaterals? Can clients and colleagues look at your imagery, your fonts, your colours, and your overall message, and know immediately that they're looking at you?
2. Lack of Communication
Every business has - or should have - a voice (after all, you as the business owner certainly have one!). A strong brand uses the same voice throughout every business communication. In a crowded market, people get confused easily. If your tone differs among your website, Facebook, Instagram, and phone conversations, prospective clients will be much less likely to trust your brand - and you, as the person behind it.
3. Incomplete Brand Experience
Consider this: are you giving your clients an outstanding experience? I'm not just talking about working with them from day-to-day. I'm talking about what you do to really surprise your clients. What you do above and beyond what's expected. Crafting a unique brand experience, from stationary, to surprise gifts, to unexpected emails. Good branding experience includes ways to create something special at every point a potential or new client "touches" your brand.
4. Missing the Ideal Client
Have you established who your ideal client is? not knowing who they are can be detrimental to any business. A great brand is created after a business owner takes the time to dig deep and figure out who their ideal clients are: where they work, what they do in their spare time, how they spend their money, where they shop, what they value in work and in life. Once you know who they are, only then can you do everything possible to attract them.
5. Not Knowing Your Niche
I guarantee there's a particular kind of individual or business that's your absolute favourite kind to serve. Figure out who you love to work with, and what service they need - that's identifying your niche. Then, own that niche! Don't be afraid to commit. Create a business that focuses on the specific clientèle you want, and offer the specific services that clientèle needs, and then craft your brand to appeal to that niche. That's a recipe for branding success, not to mention more rewarding work for you.
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