Three Ways to KILL Your Brand
Overlooking these three things in your branding can keep your brand from attracting your dream audience and yes, seriously hurt your brand. Yes you want a beautiful logo, but that logo needs to avoid being these three things first!
That title may feel a little dramatic, but a) I've been watching a lot of angsty teen movies from the 90s lately (She's All That anyone??) so it feels normal... and b) certain approaches to branding can really yield painful results. In fact, overlooking these three things in your branding can keep your brand from attracting your dream audience. Yes you want a beautiful logo, but that logo needs to avoid being these three things:
DON'T FOLLOW THE TRENDS:
You know what happens when you follow (dare I say copy) someone else's logo design? You bore people. Your dream audience takes one glance and moves on. How can you stand out when you look like everyone else?
THE FIX:
Get specific. Be who you are and share that in your brand! How would a former client describe your business? What makes you stand out? What do you deliver differently than others in your industry? Get YOU into your brand!
DON'T DESIGN FOR YOURSELF:
I see this mistake all the time. Just because you like hot pink doesn't mean it's right for your brand. Just because you like handwritten fonts doesn't mean it's right for your business if you want to attract both men and women. Just because you like something, doesn't mean your dream audience will be attracted to it.
THE FIX:
Put your audience first always! Ask yourself these questions as you go through the branding process:
What aspects (type, color, illustration, etc.) of this design will your audience be drawn to and why?
Are there any aspects (type, color, illustration, etc.) of this design that do not fit with what your audience is drawn to? If so, why?
DON'T BE ALL OVER THE PLACE
Once you've nailed down your branding elements, don't use alternate fonts, colors or imagery. It's confusing! Consistency is what builds trust online. If you aren't showing up in a consistent way (because you're using 120,567 different fonts in your Instagram posts, for example), people won't be able to recognize you or trust you.
THE FIX:
Stick with your business vision and just keep fine-tuning it, instead of backpedaling, or starting over again and again. Work with someone you trust to help you create the look or the strategy for your brand if you find yourself too immersed in it to reflect your true style and voice.
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Defining Your Brand Values
Are you staying consistent in the message your brand delivers? One way to be sure is by defining your core brand values. Once you clearly define your core brand values, it will be much easier to stay consistent and to promote your brand across various channels.
Are you staying consistent in the message your brand delivers?
One way to be sure is by defining your core brand values. Once you clearly define your core brand values, it will be much easier to stay consistent and to promote your brand across various channels.
In fact, this is the first step in branding. Yes you want a beautiful logo that stands out, but that logo needs to be a reflection of your unique business. Your brand is more than just a logo.
DEFINE YOUR CORE VALUES & YOU CAN:
Clarify your purpose
Attract your dream customer
Define your brand voice
Stay consistent
Grow your audience
Seth Godin wisely sums it up when he says: “A brand’s value is merely the sum total of how much extra people will pay, or how often they choose the expectations, memories, stories and relationships of one brand over the alternatives.”
