Branding is not easy. It requires a lot of skill, creativity, an extended thought process, and of course visualising an end goal to name a few. It is also a rather sensitive subject to deal with, which is why brand managers have a great deal of responsibility in this area. One little mistake could send an entire campaign tumbling down onto its knees, which in some cases could mean millions of dollars’ worth of investment. Not exactly the ideal scenario. So the burning question here is, what can you do to ensure you do not make any such mistakes? Well, for starters, you could try and memorise the below for future reference.
Focusing Only On the Customer
Needless to say, focusing on the customer is one of the most important things a business can and should do. However, it is also just as important if not more, to also study your competition. Not just to find out what your competitors are up to, but to know where you come in. You see, the trick is not to outdo your competition by simply being better. You cannot really go very far that way. No, what you should be doing, is focusing on how you can be different. It is that unique element that sets you apart from the crowd, and what counts in today’s competitive environment.
Not Defining Your Angle
Truth is, you are up against hundreds of different entrepreneurs out there on the daily. It is tough work competing with each other, vying for the attention of customers especially if you are a start-up. The business world is tough and ruthless, which is why it is necessary that you define your angle. In other words, focus on a Unique Selling Point (USP). What is it you want to be known for? Depending on the type of business, you should narrow down your aim. So perhaps you want to offer the best pizza in town or purely handmade shoes. That way, be it a Melbourne branding agency or anyone else in charge of your branding strategy, you will be able to convey your aim clearly and precisely.
Not Focusing On Names
Brand names are the core of any branding strategy, and anyone who thinks otherwise is sorely mistaken. There are plenty of real-world examples you will be able to dig up online if you want to know the effect of a brand name. In fact, this is what drives the business forward, and therefore needs to sustain ample leverage to propel it onwards. You do need to brainstorm and come up with something punchy and effective if you want to stand out from the crowd and be resonant in people’s minds. That is the whole point of branding after all.
Expanding Too Much
Even if your business takes off successfully you must resist the urge to expand, at least at first. If you do, you run the risk of becoming ‘Jack of all trades and master of nothing’. You do not want to confuse your customers with too many options. You want to focus on a few key offerings in your company, perfect them and market them until you have a very deep and stronghold in the market. Eventually, you can slowly and steadily begin to inject new options every so often, taking care not to overwhelm things.