Brand Development: 5 Costly Mistakes to Avoid

There’s a wealth of information online on how to develop and build a brand for your business, whether that’s creating a totally new brand or repositioning an existing brand, maybe you’re launching a new product or targeting a new geographic location.

Brand development can seem a lengthy and complicated process, starting with planning your overall strategy and goals, through to creating the branding tools that will communicate to your audience like the name of the business, tagline, logo and website. It’s all too common to encounter obstacles along the way. These obstacles could undo your previous brand building efforts and end up costing your business dearly both in time and money.

To help propel your brand in the right direction, we’ve come up with a list of our top brand building mistakes to avoid:

  1. No USP. If there is no main difference between what you and your competitors offer, you have no unique edge, thus making your brand weak, hard to recognise and remember. This could have a knock on effect on your business growth and profitability.
  2. Trying to please everyone. By trying to cast your net wide and appeal to everyone, you could end up appealing to nobody. Businesses that specialise or niche in one area tend to grow at a faster rate than businesses that are more generalised.
  3. Lack of Brand Understanding. Your brand is not just your logo or your website, it’s really about how potential clients and employees (your target audience) perceive you. Think of it as your overall reputation which can have a great impact on just about everything you do – both negatively and positively.
  4. Failing to understand your target audience. It’s easy to think that you know your clients and potential clients well – but how well do you really? How often do you really ask your clients for their feedback. It’s been proven that businesses that carry out regular research on their target audience are those which grow faster and have a better reputation.
  5. Inaccurate positioning

Too low. Strong brands are both real and aspirational. Take Apple for example. It stands for something that people are willing to follow and support. Trying to be a leader in something you stand for will give your target audience a reason to be engaged. Aiming too low and they may choose one of your competitors instead.

Too high. On the flip side, if you promise something you can’t deliver on, for example if you aim too high then can only deliver something mediocre, it can risk your brand being perceived as unbelievable and untrustworthy.

Of course, this list is not exhaustive, but we hope it provides some food for thought when you consider your brand. We appreciate that brand development can appear a daunting process so if you’d like some direction, please contact our Creative Director James at The Designery.

With many years of experience in brand creation and development, James can walk you through the different stages from planning your brand strategy to creating the right mix of brand communication tools to help you build a successful brand and a highly profitable business. Contact him on or call 0121 709 3772.

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