The Dos and Don'ts of Branding
Discover the essential dos and don'ts of branding to create a strong, memorable brand that stands out in today's competitive market. Learn how to make strategic branding decisions that resonate with your target audience and foster lasting connections.
June 9, 2024
Branding
Design
Business
In today’s online environment, branding plays a monumental role in a business’ success. While a great business is more than its looks, we also live in a highly visual world that builds through social proof and community connection. It’s imperative to use the right branding to reach and intrigue your target audience. Just think about companies like Airbnb, Patagonia, Costco, Apple, Spotify, or even personal brands like Lewis Howes, Jenna Kutcher, Marie Forleo, Jay Shetty, and Oprah Winfrey. Beyond creating phenomenal products and services, they’ve also developed well-designed brand experiences that customers connect with. That lasting brand presence has catapulted them to the top of their industries and the top of their ideal audience’s minds.
Now, we're not going to delve into a long-winded explanation of why branding is important for your own service or creative business—because the truth is, you probably already know that. So, where should you even start with branding your own business? What should you do, and what should you skip?
Here are a few tips on Dos and Don’ts that will help you shape a powerful brand experience for your business.
❎ DON’T: Copy Your Competitor
✅ DO: Study Your Industry to Understand Where It’s Headed and then Deliberately Carve Your Own Distinctive Path
The secret to standing out in a crowded world? Being different. In every industry, there are common brand messaging, color palettes, and other visual elements that are prevalent. But if you’re in an industry like design, marketing, coaching, fashion, or photography, it can be especially difficult to make your brand stand out. You might be tempted to join your competitors in jumping on trends, but trends are fleeting. They come and go. While imitating what a successful competitor is doing might give you a temporary boost, it won’t get you far, and it certainly won't sustain your business in the long run.
Effective branding should make it easy for your customers to remember and mentally associate with your product or service. This mental linkage is made possible by unique branding. If your brand merely echoes the trends followed by others in your industry, your audience could easily mix you up with your competitors. Not the goal, right?
Of course, we never want to view competitors as a benchmark for what our brand needs to be. When it comes to branding your own business, try analyzing your competitors to observe common themes or trends before asking yourself:
Why is this a trend in my sector? What could be the objective of adopting this trend?
How sustainable is this trend? Is it a fad or does it have potential longevity?
Who does this trend resonate with and which demographic seems to be most influenced by this trend?
Is this trend successful because of aesthetics or is there a deeper psychological factor at play?
What emotions does this trend invoke and are they aligned with what I want my brand to evoke?
How do my existing and potential customers perceive this trend? Could this trend potentially alienate any portion of my target audience?
Does this trend align with the values/personality of my own brand? How does it align with my brand's mission and vision?
What are the potential long-term implications of following this trend for my brand?
What are some innovative ways my brand can deviate from this trend?
If my brand breaks away from this trend, how would that be received by my target audience?
Would following this trend dilute my brand's message or confuse my customers?
What are the key elements of this trend and can any of them be incorporated into my brand in a unique way?
Does this trend have any relevance or applicability to my products or services?
How is this trend being used by brands outside of my industry?
❎ DON’T: Overcomplicate Your Brand Message
✅ DO: Keep It Simple and Clear
It's tempting to try to say too much at once, which can make your brand message confusing. Instead, focus on one clear message that shows what your business is about, what it offers, and why it's unique. Keep the brand message simple and clear. Make it easy to understand and easy to remember. Avoid using complicated language or fancy words—clarity is always better than cleverness. The goal is to leave a good impression and help people understand and remember your brand.
Here are some aspects that will help you reflect upon the clarity and impact of your brand message:
What is the core message we want our audience to remember about our brand? Do we summarize our brand’s purpose and offerings in one or two sentences?
Can someone unfamiliar with our brand quickly grasp what we do and why it matters from our message?
Is there any unnecessary jargon or complex language in our current messaging? How can we simplify it?
What makes our brand unique? Are we clearly communicating this unique value in a straightforward way?
Are we trying to convey too many ideas at once? How can we prioritize the most important message?
How well does our brand message align with our target audience's needs and expectations?
What feedback have we received about our brand message from our target audience, team, and other marketing, copywriting, and industry experts? Do people find it easy to understand and remember?
How does our brand message compare to our competitors'? Is it clearer and more distinct?
Are we using any "fancy" words or phrases that might confuse our audience? How can we make it more straightforward?
❎ DON’T: Keep Your Brand Values Hidden
✅ DO: Make Your Brand Values Visible in Every Aspect of Your Business
Your brand values are not just internal guiding principles; they should be visible and felt in every customer interaction. From the way you package your products to the tone of your customer service, your brand values should shine through. For instance, if your brand values include transparency and honesty, then be open about your processes, pricing, and policies. Let your customers see the real, unfiltered side of your business. By being transparent, you are not only living up to your brand values but also building a stronger, more trusting relationship with your customers.
Here are a few ways you can showcase your brand values more proactively in different aspects of your business:
Personalized Welcome Messages: Greet new clients with a personalized welcome message or invite that reflects your values.
Transparent Pricing: Clearly outline your pricing and what clients receive for their investment.
Authentic Testimonials: Share genuine testimonials from clients that highlight your values.
Client Case Studies: Share detailed case studies demonstrating how you apply your values in your work.
Behind-the-Scenes Content: Show behind-the-scenes footage or stories that align with and showcase the company’s core values in action or explain why they are important to different internal and external stakeholders.
Open Communication Channels: Encourage open dialogue with clients and other business stakeholders, demonstrating transparency and honesty.
Authentic Testimonials and Success Stories: Share genuine client testimonials and success stories that reflect your values in action.
Community Involvement: Participate in or sponsor community events that align with your values.
Personalized Client Experiences: Provide a client-centered approach by personalizing their experience of working with you, giving them suitable tools and knowledge to succeed, empowering them, and keeping open communication channels to demonstrate your commitment to client success.
Value-Driven Content Creation and Thought Leadership: Create blog and social media content, speak at events, and conduct workshops that align with your core values.
Transparent Success Metrics: Share how you measure success and why these metrics matter.
❎ DON’T: Try to Resonate with Everyone
✅ DO: Focus on Your Specific Target Audience (Niche) and Create a Brand That Speaks to Their Unique Desires and Needs
When a brand tries to resonate with everyone, it often ends up connecting with no one. If your brand's voice, persona, aesthetics, and messages are too broad, attracting your ideal customers becomes a herculean task. Instead of casting the net too wide, spend quality time to truly understand your target audience and who your ideal client persona is—their needs, wants, challenges, and motivations.
Once you've painted a clear picture of your audience, ponder on these aspects:
What matters most to them? What are some of the tangible and intangible things that will resonate deeply with them?
What problem is my product/service solving for them?
How does solving that problem affect their daily life?
How can I establish a connection with them?
How does my product/service align with their beliefs and values?
What type of communication style do they respond best to?
How can my brand help them achieve their goals or overcome their challenges?
Knowing your audience well paves the way for precise and targeted marketing. The more you immerse yourself in your audience's characteristics, the easier it becomes to pinpoint the vital topics, issues, and visuals that will deeply resonate with them.
❎ DON’T: Make Branding Decisions in Isolation
✅ DO: Get Feedback from Your Target Audience
While it's your brand, it's also for your customers, so their opinion matters. Conduct surveys, focus groups, or even casual conversations to understand their perception of your brand. Use this brand perception feedback to make informed decisions. You may love a certain design or message, but if it doesn’t resonate with your audience, it won’t serve its purpose. Their feedback, therefore, can be invaluable in evaluating and improving your branding. Pay attention to what your customers are saying about your brand—both positive and negative.
If customers love a particular aspect of your brand, consider how you can highlight it further. If they're confused or turned off by something, look at how you can make improvements. Remember, your brand isn't just about what you think it should be—it's also about how your audience perceives it.
❎ DON’T: Forget Your Brand's Purpose and Ethos Amidst the Market Noise, Especially When You’re Facing Business Challenges
✅ DO: Stay True to What Your Brand Stands For, Even When the Market Shifts
In the midst of challenges and the whirlwind of the business world, it's essential to hold onto what truly makes your brand special. It's easy to get caught up in all the noise—the latest trends, the hottest social media platform, or the competition that's suddenly doing really well. While it's important to stay informed and adaptable, don't let this noise distract you from your brand's core purpose and ethos.
It's easy to stick to your core values and ethos when things are going well. The real test comes when your business faces challenges. During these times, it's more important than ever to use your core values as guiding principles and stay committed to your brand purpose. They can help you make difficult decisions and stay the course when things get tough. Your brand's purpose, ethos, and core values aren't just for the good times and they are more than a catchy phrase for your website or marketing materials—they support the foundation of your brand, regardless of the situation.
This purpose and these values should be reflected in everything you do, from the products or services you offer to the way you interact with customers and even your employees. Instead of changing them when your business isn't doing well or market trends are shifting, find ways to adapt and innovate while still staying true to your core. This shows your audience that you're committed to your purpose and aren't just using it as a marketing gimmick. Remember, a brand that stays true to its purpose is a brand that earns respect and loyalty.
❎ DON’T: Be Inconsistent in Your Branding Efforts
✅ DO: Ensure Brand Consistency Across All Platforms
Whether it's on your website, social media, or in a physical store, your brand should be easily recognizable. This means using the same logo, color scheme, and tone of voice consistently across all platforms. Consistency not only reinforces brand recognition but also builds trust with your customers.
To achieve this, create a comprehensive brand guide that details your logo usage, color palettes, typography, and tone of voice. Share this guide with everyone involved in your business, from employees to external partners. Regularly review your branding efforts to ensure they align with your established guidelines, and make adjustments as needed to maintain a cohesive brand image.
❎ DON’T: Neglect the Evolution of Your Brand
✅ DO: Allow Your Brand to Grow and Evolve
While it's important to maintain consistency and not change your brand elements randomly, it's equally essential to allow your brand to adapt and evolve over time. As your business expands and as market trends and customer preferences shift, your brand should be flexible enough to adjust. This doesn't necessarily call for a complete rebranding every few years; instead, it involves making small adjustments and updates to ensure that your brand remains current and resonates with your audience.
To facilitate this, regularly assess your brand's performance and relevance. Collect feedback from your customers, stay informed about industry trends, and be open to making strategic updates that align with your brand's core values and mission. By doing so, you'll ensure that your brand stays fresh, relevant, and capable of meeting the evolving needs of your target audience.
Wrapping Up:
By following these dos and don’ts, you can create a strong and lasting brand that resonates with your target audience and sets you apart from the competition. Branding is an ongoing process, so remember to regularly review and refine your brand based on your business goals and audience feedback. Consistency, clarity, and a deep understanding of your audience are key to building a brand that not only stands out but also fosters trust and loyalty. Stay true to your brand's mission and values, and be open to evolving in response to market changes while maintaining a clear and consistent brand identity. This balanced approach will help you create a powerful brand experience that endures over time.
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