The visual element of a company’s brand identity is its visual component. It includes logos and typography as well as colors and website design. Each element of brand identity is a brick that builds a brand’s foundation.
Nike is a brand that makes athletic wear and has one of the most distinctive brand identities in the world. It is not unusual to be familiarized with the Nike Just Do It slogan and the iconic Swoosh logo design. However, its brand identity reflects its unique characteristics and allows it to stay at the top of the sportswear market.
It is easy to confuse brand identity and brand image. Identity can be defined as how you present your brand to consumers. Brand image, on the other hand, is what your customers perceive of you.
What are the mistakes companies make when it comes to brand identity?
To make your brand more successful, you need to avoid a few common mistakes. This article will address some common errors and offer tips on how to prevent them. Below, learn how to minimize the risk of branding slippages.
1. Not having a brand purpose
Businesses need depth. It is vital today, as consumers look for brands with more important goals than just making money. Zeno Group’s study found that consumers are more likely to support brands with clear goals than businesses without them.
Your brand purpose is all about what motivates you and your company to exist. It allows you to be more deliberate and more relatable to your audience. You may miss opportunities to connect with your customers if you launch a brand without a purpose.
- What changes do you desire to see?
- What makes you different?
- Why should you be trusted with your information?
These questions can be used as a starting point for defining the “whys” of your business.
2. Being inconsistent
It is essential to make your brand easily identifiable. It will help you build trust and authenticity. In addition, this shows that you care about your customers’ perceptions of your brand.
Your brand will suffer if you don’t present your business in the same way. It could lead to the loss of your brand identity, which you have worked hard for. Your consumers may find it more challenging to confirm that your brand is authentic.
Gap’s 2010 logo is an excellent example of brand consistency within big brands. Unfortunately, the gap’s 2010 logo earned the public’s ire after it was changed and was not consistent with its identity. Due to the adverse reaction, some publications called it a disaster. Yikes.
3. Style guideline: Don’t forget about it
A lack of a style guideline can cause inconsistency because it serves as a guideline on the design elements that make up your identity.
A guide to your brand’s identity can be a helpful tool. It helps you ensure that your designer, freelancer, or in-house knows what design elements are compatible with your brand.
It will help you avoid making complex revisions or having difficulty finding the right design. Here are some ways to create a brand style guideline.
- Variations in logo and design
- Colors (RGB & CMYK).
- Social media assets
- Document letterheads
4. Not checking for originality
Do not copy others. Your logo design and all other brand assets should not be copied from other brands. While it is common to draw inspiration from different brands, this does not mean creating a brand identity that looks identical to another company.
It could confuse your audience and put your brand at risk. It could also put you at risk of trademark and copyright infringement.
It can be avoided by doing some research. Google can be used to reverse-search an image. You will need to go to Google Images. In the search bar, there will be a camera icon. You will be able to upload or use a URL for your logo by pressing the icon. Brown the results to determine if you can find an identical version.
You can also look through business directories to see the brands within your industry. You can also check the local and direct competitors to get additional information.
If you can see a similar design to yours, you can make changes to your brand identity.
5. Not having a target audience
Even though it might be challenging to hear, not everyone will listen to you. It’s not possible to please everyone. To appeal to the target audience, a brand needs to identify who they are trying to reach and then change how they communicate.
If your business is primarily focused on Baby Boomers, your brand identity should include elements they love. The design should be simple and easy to read. They may feel disconnected and not want to learn more about your brand.
Start by narrowing your target audience by looking at their demographics, such as age, gender, education, and location. You can then create a buyer persona, which is a fictional representation of them. It will allow you to find common ground and help you communicate your message.
Market research allows you to identify the needs and demands of your audience and possible changes. It reveals their likes and dislikes. To get more relevant answers, you can also conduct surveys. It is great for brands who are having trouble finding the right piece of data.
If done correctly, this can be used to get your audience to pay more attention.
6. Sticking with a poor logo
First impressions are the most important. Your brand’s logo is its face. So you want it to be memorable and as eye-catching as possible.
Logos are not just about looks. Your logo represents your business’s traits and goals. Your audience can use your logo to inform them about the services and specialized areas your brand offers.
Many brands struggle to find a design that is both beautiful and functional. Many small businesses sacrifice their strategy to stay within budget. Either they have a method that is too complex and over-saturated.
Poor design can make you look unprofessional and show that you don’t care how customers perceive you. These problems can reduce your brand’s visibility and make it difficult to remember your logo.
It is essential to keep your brand marks simple, whether using a logo creator or graphics software. It is necessary to balance the design elements and avoid detailed illustrations. For a more thorough approach, freelance graphic designers and design firms are options.
Do not worry about perfection
It is not possible to do it perfectly the first time. Even the most well-known brands make mistakes from time to time. Therefore, it is essential to be aware of potential issues during the brand’s lifetime.
The visual element of a company’s brand identity is its visual component. It includes logos and typography as well as colors and website design. Each element of brand identity is a brick that builds a brand’s foundation. Your brand will suffer if you don’t present your business in the same way. It could lead to the loss of your brand identity, which you have worked hard for. Your consumers may find it more challenging to confirm that your brand is authentic.
It is crucial to know what you should avoid creating a profitable brand. It will help you save money and time by preventing avoidable problems. In addition, you can use this list to help you avoid the same branding mistakes.
Disclaimer. The opinions and views expressed in this article are the authors Shalom Lamm.