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Top Ten Branding Mistakes – Series #2 of 10 – Mistake #2: "Assuming creating a cool logo is enough"
– Series #2 of 10 –
Mistake #2 "Assuming creating a cool logo is enough"
Everything your customer sees tells a story. Branding touches everything you say, do, and ... not do.
First of all, I need to apologize to you. Many of the recipients of my last email might have received an email starting with the greeting: "Hi there at, <company name>”. My intention was to fill in your company name but I mixed up the fields, so some only received “Hi there at,”. Such a greeting is certainly not only a turn-off but also bad branding. So, this is the unplanned branding mistake #1 and 1/2: make sure you build a complete lead and customer list, test every branding touch-point you create and make sure it looks and feels right. Again, I am sorry for my mistake. Now, I am working on our database that has over 1,000 customer records to complete the contact information. Until this is completed this email will have to be without a personal greeting even though we have about 90% of our records completed.
So, what is branding mistake #2? When you think of a great brand you might initially visualize its company logo. Think of logos like the Nike or the Coca-Cola. But, think again. The logo is really just the first thing that comes to mind. What comes next might surprise you.
There are maybe thousands of touchpoints between your brand and your audience. If you want to manage your brand, you need to manage and define as many touchpoints as possible. It might be unrealistic to control all touchpoints but one is clear: the more touchpoints you control the more successful your brand can be. Here is a graphic that illustrates the variety of touchpoints you are dealing with.
Most of our clients start with a logo and a website. Creating these touchpoints is certainly an important step. However, you can't stop there. It becomes obvious that touchpoints like the logo and the website really are only two representations of your brand. The actual emotions that people have about your brand come from so many other touchpoints. Branding is a constant effort that requires consistency and diligence in everything you do for as long as your company or organization exists.
Now, having the right tools will help you in your branding efforts. What are you using now to capture your business ideas and information on a daily basis?
We have developed – what we believe – is an invaluable solution. We offer BrandBuilderBox™template and an Audit Account – both are free and cloud-based allowing you to capture your thoughts about your brand on the go. You are welcome to create your account and start exploring the world of branding. If you get stuck or need assistance with some of the tasks, we are here to help. Our brand workshops and brand audits are powerful sessions that can push your team over the hump.
You can also just come to our free brand workshop open to the public every Thursdayat noon at our office location on 1450 NW Finn Hill Road, Poulsbo, WA 98370. We will review your brand and introduce you to our brand development system.
It is important to make a distinction between the term Brand and Branding. If we use the analogy of an iceberg, things underneath the waterline are represented by the term Brand. They are not immediately seen by the audience, like employees, suppliers, and even the company's products or services, customers and other partners represent the brand. In contrast, Branding is an activity that is visible and is considered the process of designing brand identity . Items that are the result of branding include all identifying artifacts like the logo, icons, avatars, taglines and the company name. The output of branding activities consists also of a style guide, employee guidelines, the vision and mission statement and a list of company core values. If we go one step further and create branded touchpoints like flyers, business cards, posters, etc., we consider this step Marketing. Marketing is illustrated as ships that come and go from the iceberg. Brand Builder Box™ considers the e
The day after Steve Jobs died, Guy Kawasaki gave a talk at the Silicon Valley Bank’s CEO Summit. After watching his speech I felt that many of his lessons really touch on doing great branding, so I summarized these 12 lessons in this post. Experts are clueless, don't listen to them if you want to create a new product sub-category. You cannot ask customers what they want if you plan to develop a new sub-category. They will think status quo and just try to improve the existing products marginally. The biggest challenge will win. Challenge your team to make big jumps, they will pay off. Design truly counts, use big graphics and big fonts. Jump curves from one product cycle to another and don't follow one to the end. His motto is Change or Die. It is important to make big inventions – make products not twice as good but 10 times better. Think telegraph to telephone. All that really matters is if it works or not. Real entrepreneurs don't compete on price. (Price v
Sometimes, you hear that a company announces that they are planning a rebranding initiative. You might wonder what exactly this means. Are they changing their logo, their brand colors or maybe even adding some additional brand touchpoints like signage or event banners to the brand? What might often be overlooked is what a rebranding initiative really entails. Rebranding is the changing of a company's brand's identity. A company's Brand Identity includes everything from why the company is in business, how they operate and what they are offering. Rebranding a company can be compared to a person not only changing the person's cloth. It is more like a person decides to go to different restaurants, changing the job, getting new friends or even changing a partner. Here are the three basic steps to rebrand your company: Research how people see your brand by looking at your Brand Image . Review and re-define your Brand Identity . Hire a graphic designer to create your Bra