Be sure to have heard of the Colgate brand name or its products. In 1982, the company decided to launch new products in the field of frozen and semi-finished foods with the Colgate brand. The brand was known among the people as a famous brand of toothpaste. But the presentation of a new product in the food industry with the same brand and the same logo was not acceptable to the audience. In fact, the new product with the identity of the Colgate brand, which has been accepted by individuals for many years, was not the same, and this led to the failure of the company to provide food products.
There are many examples and many examples that highlight the importance of branding strategies for businesses. Even well-known and well-known brands can easily cope with these mistakes and fail to justify the branding process. In the sequel, we are going to introduce you to some of the most important mistakes of branding that can be badly damaging to organizations.
1. No stability in Brand Identity
One of the most important rules in branding strategy is procedural stability. A brand takes power when it comes to the first step, displaying the same identity on all channels. In this way, it can capture the trust of the audience and create an image of the brand in the minds of the audience. Brand tone, brand awareness and brand features that make brand identity should be consistent across all communication channels and deliver a single message tailored to the audience’s goals and vision. Instability in brand identity leads to the loss of confidence and loss of audience and does not make the same message to the audience.
2. Invisible weakness
Design of the logo, color selection, typography selection, website, brochures and administrative papers, packaging, employee clothing and interior design are all elements of the brand. Among all these visual features, the logo is one of the most important and enduring visual aspects of the brand. A creative logo can remain in the minds of the audience for years to come. If the visual aspects of a brand are poorly designed or merely tailored to a specific time frame and do not look so credible and meaningful for years to come, it will simply be remembered and not popular. However, it should not be exaggerated to the visual aspects and away from the original issue.
3. Select an inappropriate strategy to expand the brand
The development of double-sided swords is the key to choosing brand brand architecture , and it plays a crucial role in the success of branding strategies and brand development. For example, as noted, the Colgate brand employed an inappropriate strategy to expand its brand and failed to enter the new market. Selecting an inappropriate strategy to expand the brand may make the image and identity damaged.
4. No use of believable advertising slogan
A timeless slogan that is concise, distinctive, and creative, brings the brand message clearly and is consistent with the identity and brand image. Brand needs a slogan, just like the need for a good logo. The choice of advertising slogan must be in such a way as to attract the attention of the audience, distinguish us from other competitors and stay in the memory. Advertising slogans are not very exaggerated for believers and will not reflect a clear brand image.
5.Getting out of the elemental success of the brand
Each brand has always been a distinguishing factor that has made it popular among audiences. If you want to make a difference in every part of your branding strategy, you should keep in mind that these changes do not harm, and do not harm, your brand image and core value to the point of differentiation. For example, large and sudden changes to the design of a logo without modification in branded products or messages have a lot of risk and may harm the brand’s core identity and alienate loyal customers with your brand.
6. Use your brand for inappropriate products or situations
If you intend to participate in a co- branding or you want to sponsor and sponsor an event, you should keep in mind that your brand identity will not be harmed. For example, collaborative branding on two brands with inconsistent and unrelated identity sends an unrelated and unreliable message to the audience.
7. Not paying attention to the global brand image
When designing brand names, brand messages, advertising slogans, or other elements of your brand identity, you should consider their global image and meanings of words or terms anywhere in the world, because an image or translation is a slogan in other places. The world may transmit inappropriate meaning to the audience. Even if you are not going to become a global brand now, it’s best to keep that in mind.
8. Low sales to customers
Customer support, before or after the sale of products or services and in general customer relationship management , creates a good brand image in the mind of the customer. For example, when you guide your customers online in choosing products online and answering all their questions about product features or how to use it, you could, in addition to satisfying, create brand perceptions and user experience Good for the audience, provide oral-to-mouth marketing .
9.It does not inspire a sense of belonging to the brand in the employees
Employees need to be part of the organization and the brand, each of which is a brand ambassador. Always try to keep your employees happy so that they feel good about brand and organizational identity, creating a sense of belonging to the brand and protecting them as one of their assets.
Branding is a process that has been carried out over time and continuously needs to be evaluated, controlled and improved. To mitigate the risks inherent in implementing branding strategies, it’s best to outsource your business branding process to the Marking Digital Marketing Agency .