As you undertake your branding journey, there are a few common mistakes that many small businesses make. Here are 7 of the most common branding blind spots that we see in our clients’ marketing strategies.
- Listening only to your best customers. Sure, they’re happy with your brand, but what about the ones who are small or who are leaving? They might have valuable insights into how you can grow and improve.
- Building your business around what customers love. It’s always nice to hear when people like a certain feature of your product or service, but don’t get so caught up in creating more of what makes them happy that you forget about eliminating the things they hate.
- Over-emphasising digital in your brand strategy. There is no doubt that digital is important in today’s world, but don’t let it overshadow the other ways you can interact with your customers, like face-to-face interactions and word-of-mouth advertising.
- Thinking that marketing automation will solve all your problems. It seems like every company these days is trying to automate as much of their marketing as they can. But while it may seem like a good idea in theory, the truth is, automation can’t replace human interaction and insight when it comes to building your brand.
- Not ensuring that all your brand touchpoints reinforce your core brand idea. Your messaging should be consistent across every platform and medium you use, so make sure that everything from your email templates to the way you answer the phone reflects what your company is all about.
- Losing brand focus on social media. Don’t start posting about birthdays and babies to get more clicks for clicks sake or because you feel like it’s the thing to do! Social media is totally different than other platforms – it’s usually less formal, but that doesn’t mean you should abandon your brand voice.
- Over reliance on data metrics at the expense of creativity and intuition. Over analysing data metrics can lead you to sacrifice creativity for what was proven to work in the past. In order for your brand to reach its full potential you need insight from both creative types as well as analytical types.