Branding Mistakes That Are Hurting Your Business

Effective branding helps you to establish a unique connection with your audience and also helps you to distinguish your business from a plethora of competition that is operating in the same space as you are. To leverage the power of branding for achieving business growth, you need to understand that it is more than just a marketing campaign. Branding is not only a mode of communication that enables the propagation of the message you want to project about your company, it is also a perception of your customers regarding your business and aids in forging an emotional connection between your business and the customers. In order to project your business brand effectively, you need to be clear about what values and perception you want to project. Also, you need to ensure that you don’t commit the mistakes listed below that may hurt your business.

Not creating buyer personas

A buyer persona is a fictional character that is based on your typical customer. Creating an accurate buyer persona helps you in every aspect of marketing as it is based on the established habits of the persona you have created. This gives you enough help in deciphering how your typical customer could react to a particular marketing campaign of yours and what sort of questions may arise in their mind. This information will help you to tweak your marketing to make it more effective and pinpointed to the particular segment of consumers you are targeting and leads to better quality leads. However, not creating a buyer persona or not paying enough attention to this activity may lead to your brand suffering and not generating the kind of response that you may have expected. This may happen since your branding may be clueless about the expectations and needs of your target audience and this may lead to a mismatch between the two and in the process, your marketing efforts may suffer.

Your brand lacks a message to convey

You need to be absolutely clear regarding the type of message and values that you desire to propagate through your brand regarding your business. This is important as your brand is a reflection of your values and communicates how you are able to make a positive difference in the lives of your customers. Hence, in order to gauge the impact of your brand and the efficiency of communication, you need to project a clear message to your customer base through your branding efforts. This will help you establish a clear-cut channel of communication with your customers and help you to respond to their needs in a better way. This is an important aspect of branding and helps to create a positive impression regarding your business. However, if you are not clear about the kind of message to convey through your brand or if the messaging aspect is lacking in your branding, then it will not supplement your marketing efforts and your brand will fail to strike a chord with your customer base.

Not being transparent in your dealings

It may not be your intention, however, if consumers view your business or brand in a poor light and perceive you not to be honest and transparent, then they are likely not to engage with any business with you. This kind of perception may even lead to your loyal customers switching to your competitors as your brand doesn’t convey transparency. There are various ways in which you can be more transparent regarding your business operations. Some things that you need to disclose is detailed information of what you stand for as a company and what kind of team handles your operations. This is in addition of providing complete information regarding the product or service that your business is offering and also make sure you clearly specify your contact information on your website that can aid in people in contacting your business for any query or for resolving any kind of issue they may be facing.

In addition, if you make any mistake or if your product has any issues, you should address and resolve the problem immediately and convey the same to your customers. Being honest and transparent with your customers by telling them how you are addressing the problem in your product or service so that they don’t have to face any problem again and this helps a lot in creating a healthy relationship with your customers. This kind of approach helps you to win their trust and your customers know that you are keeping their best interests paramount.

Creating inconsistent content

Creating impactful content is one of the best ways to create a healthy channel of communication with your customer base and strengthen the element of trust that your customers have in your brand. However, if you tend to create content that is inconsistent with your brand image and doesn’t convey any kind of value to the consumers then both your brand and business will suffer. If your content strategy is lacking in creating consistency in the kind of content you produce and your posts are a mix of various topics without any coherent linkage with your business, then your brand image is bound to suffer. You should ensure that besides ensuring the quantity, you produce quality content that can resonate with your target audience.

You should ensure that type of content you share on various social media platforms has the same tone, design, and style as the content you post on your website or in your newsletter. Every single piece of content that you share in the digital space should have a particular purpose and fit in your overall marketing and branding strategy. Producing inconsistent content will hurt your brand and your customers wouldn’t have a favorable opinion regarding your business.

Focusing more on products rather than the emotions

Many times, it happens that businesses are just too engrossed in just promoting their product and not giving a thought about conveying certain emotions through their branding and marketing efforts. This is where the presence of a strong brand helps in conveying to the people that you care about them and by establishing a strong emotional connection with your audience, you can make your brand resonate in the hearts and minds of your audience. Effectively storytelling can help significantly in creating this emotional connect and can make your brand a powerful tool to capture the imagination of people.

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Sandeep Trichal is a seasoned professional with experience of more than 8 years in the field of content writing, editing, blogging and developing a content strategy. With extensive exposure in various domains of writing he has the requisite expertise in article writing, blogs, e-mailers, e-books and other forms of writing as per the requirement.