A business does not rest solely on it’s brand identity, but the affects can take a toll if done improperly. So many times I see branding being neglected, opportunities wasted, and poorly planned strategy. Here are some mistakes any business should avoid.
Not answering the right questions first
Before starting a brand development a designer should be asking the appropriate questions to understand the company or organization’s needs. A business has a personality and target demographic. A brand should appeal to the customer base.
Not thinking brand identity is an investment
Most new businesses can’t afford a well-known brand identity designer. Just because a designer is expensive, doesn’t mean they are the best. And not all good designers are expensive.
In my opinion, the best thing a business can do is decide how much it can afford to invest then allocate the budget to a respected designer. The first indicator of low quality is the lack of quality work in their portfolio. Secondly, the designer should be asking good questions.
Imitating the competition
How does the saying go? “Imitation is the most sincere form of flattery.” DO NOT copy a logo or brand elements. There’s a website dedicated to calling these out. In the interest of gaining ground, a business should be trying to stand out, rather than blend in.
Not being consistent
A brand is what reminds the customer who provided the service or product. After a positive experience that +1 gets “pigeon-holed,” and they stack up. But they only stack up if the customer remembers the brand. So when packaging products keep that in mind. Be consistent.
Not considering color choices
Color has an affect on human perception. This is a useful tool when designing a brand identity. For example, red induces hunger, and yellow is known to make people susceptible to purchasing a product.
It’s important to maintain tradition if a brand is long standing. If the brand is new, always consider exploring color choice benefits.
Abusing the brand
A brand is only as strong as the company or organization it stands for. Every positive and negative action reflects onto the identity. Work hard to keep experiences positive for the customers and spread the brand with every kind gesture.