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Branding is a process, but when done right, it will improve your business for the better. Just avoid these common branding misconceptions to get the best start in branding!
Branding isn't just about perfecting your brand's visuals. It's more than the web design, the logo, the colour scheme, etc. It's about the personality of your business, the defining qualities that set your business apart from the rest!
Branding is a critical part of a marketing campaign; that's why it's essential to get it right the first time. But no brand is perfect and let's face it, most of us have made branding mistakes without even knowing it. Worse, there are so many misconceptions about branding that it's hard to differentiate the facts from fiction.
If the concept of branding is new to you or your business is making the transition online, here are frequent branding misconceptions that you need to know about:
Perhaps one of the most common misconceptions about branding is that it should reflect what the business owner likes. Branding is never about you, what you want, what you expect, or what you see. It's about what your clients need and what's considered as “standard” in your chosen field.
You have to love something if you are turning it into a business, so it's a given that you like or love what you do. But what about your clients? You want to build a brand that your prospective clients could connect with. When you are connected to a brand, you feel a sense of belonging, like the brand understands precisely what you need. If your clients do not feel connected to your brand, they are unlikely to sign up for it.
From your images right down to the content and everything in between, every design element should convey your marketing message effectively and eloquently. To make your marketing messages stick, use a client-focused language. Be consistent; all your branding elements should match to build familiarity and eventually, brand recall among your target audience.
Just like any online marketing, branding is a process. But it's not as complicated as other types of online promotions. You can implement branding or rebranding within a few days. Branding doesn't have to drag on; it doesn't have to take several months to complete. There's no need to shut your business down for several weeks or months to complete it as long as you have an idea of what works, what does not work, what branding strategy to implement, and what to do without, branding and rebranding are not a massive undertaking at all.
No, marketing encompasses all areas of your business, regardless if these areas are online or offline. From your website design right down to your colour scheme, everything should match every aspect of your business. This also goes if you have a physical store, your branding should be identical to your website to promote brand recognition, build familiarity, and eventually gain your clients' trust.
Changing your branding frequently could confuse people and cost you clients. But this does not mean that there is no room for improvement. Just like anything in life, branding can change; it can evolve. As long as the changes were done in a way that benefits the business and your clients, go ahead with the updates.
Some businesses do evolve, and their branding may no longer fit the business that they are today. If your business has been in the game for years and over time, your products, services, or business objectives have changed entirely, and your current branding no longer fits, it makes sense to change your branding.
But only do the updates when you have a clear sense of what you want. Be sure that you know who your ideal customer is, what business goals you hope to achieve, and what design fits your brand the best. There is no going back once you've implemented the changes throughout your online and offline branding, so do not do it unless you're sure about the direction you want to go.
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