The Deadly Five: Branding Mistakes That Destroy Small Businesses
Branding is one of the keys to success in the world of small business. However, inappropriate or poor branding can be one of the most devastating hurdles for a business of any size to overcome. Here are the five branding mistakes that are most likely to take you down, regardless of the type or size of business that you run.
Not having a vision.
Who are you? Why should people buy products or services from you in a world that is literally crammed with alternative choices? How will your business grow? If you cannot answer these questions, your customers won’t be able to either. This is why it is essential to have a vision of what your business stands for, what sets it apart, and where it will be in the future. Without this direction, you will merely be treading water, which is exhausting and gets you nowhere.
Not knowing your audience.
Many small business owners get caught in the trap of trying to be everything to everyone. While it’s good and even necessary to carry a range of products and/or services, you are doing yourself a huge disservice when you wear yourself out trying to keep everyone happy. Know your target demographic and target everything at them. You can’t be everything to everyone, so focus on the people that can make all the difference in your bottom line.
Neglecting your brand.
Everyone leaves the marketing consultant’s office fired up, but the fervor seems to wane after a few months. Before you know it, you and your employees have slipped back into old habits, the store looks just like it used to, and the only remnant of your once-strong brand is the logo. You need to be aware of the top 10 logo design mistakes to ensure your logo design is up to scratch. Don’t let this happen; get good use of your marketing dollars by maintaining your brand as long as it is appropriate for your business and customer base.
Not changing your brand when necessary.
Even the best brand loses timeliness and looks passé after a decade or so. Because you cannot afford to let your business stay in last decade, this is the time to rebrand. It isn’t as scary as it sounds; large corporations do it all the time, and it may actually be the difference between success and fading away into bankruptcy. Of course you have to be also aware of the top 5 rebranding mistakes.
Doing it yourself.
Branding sounds like an easy task when laid out on paper; so does brain surgery. Just as you wouldn’t expect a good outcome from a home surgery job, you shouldn’t expect a brand that you developed by yourself to equal that of one created by a professional marketing consultant. Leave marketing to the experts; it will leave more time for you to run your business. For example, if you try to put a website together by yourself, you will definitely see the loss of opportunity from that action. Be sure read about the top 10 website design mistakes.
By recognizing and avoiding these five most deadly mistakes, you will be giving your business a much higher chance of survival. Branding and marketing effectively always pays off in the end, so get the brand you need to be successful and let your business shine.