Brand Builder Box™ Blog

Top Ten Branding Mistakes   – Series #1 of 10 – Mistake #1: "Starting Marketing Without Clear Branding" Can you market   your   products or services without having a brand name? No, you can't.  During 36 years in business,  Kitsap Printing  has seen the best and the worst in corporate branding when printing our customer's marketing material. This experience has led us to the decision to share our knowledge, so we are introducing   Kitsap Inspire™   and   Brand Builder Box™   under our umbrella company   Reprospace, LLC in Poulsbo . My name is Ingemar Anderson and I am working with my assistant Cheryl Wasser and my team to develop new services that our customers have been asking us about. We are now offering branding workshops that use a new and unique cloud-based tool that captures and evaluates everything about your brand. So, we thought we would start a series of emails to share our experience and tips with...

Top   Ten   Branding   Mistakes  – 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. Good Morning, 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...

Back in the 1990's when I went grocery shopping one thing that was often on my list was orange juice. I had purchased Tropicana orange juice many times before and enjoyed it, so that is the brand I always had on my list. I searched and searched and could not find it, so I ended up buying another brand. This happened many times until I found out that Tropicana has suddenly changed their branding. Everything had changed, starting with the logo, the fonts and the overall packaging. If you are wondering what happened to this new confusing branding, Tropicana has reversed the brand to its original, and you will only find the original design in stores today. This is one crass example how you can confuse your brand audience. Brand confusion is maybe the biggest branding mistake of all. You should avoid the following to not confuse your audience: Inconsistencies with the company or product logo Inconsistencies with brand fonts Inconsistencies with brand colors Change of the compa...