Internet & Business

Designing a Brand Identity: Avoid the five most common mistakes

Brand identity is the perceptual representation of a business’s personality. This includes elements like logos, typeface, colors, web design, and other parts of the brand. These brand identity elements serve as a building block for brand success.   

Loreal Paris is one of the best examples available today when it comes to cosmetics brands. The slogan “Because you’re worth it” by L’oreal Paris has gained a lot of fame. They have been able to maintain their dominance in the cosmetics industry because of their unique brand identity.

Many people don’t know the difference between a brand’s identity and brand image. Designing a Brand identity is the way you introduce your business to the market and persuade customers to recognize you. Brand image, on the other side, is what your customers think of you. 

It’s not uncommon for businesses to make mistakes when it comes to developing a brand identity. There are a few common mistakes you can avoid in order to build a stronger brand more quickly. You’ll learn how to avoid some of the most common blunders in this article. Below, we’ll explain how you can reduce the risk of a branding mishap. 

Avoid mistakes when designing a brand identity

1. Lack of a brand purpose 

 Lack of a brand purpose 
Lack of a brand purpose 

A business requires context. This is critical in today’s market, where customers look for brands that aren’t just in it for the money. It was observed that consumers are more likely to support brands with a clear purpose than those who don’t have one. 

A company’s brand purpose is a statement of what inspires them and what problems they are attempting to solve. It allows you to be more deliberate and to better connect with your audience. If you launch a brand without a clear goal in mind, you may miss a chance to connect with your customers. 

2. A lack of consistency 

Having a well-known and recognized brand helps to shape your brand and create a sense of trustworthiness. It sends a message to your customers that you value their perceptions of your brand. 

Your brand will suffer if you don’t present your business in the same way, every time. This is the last thing you want to happen to the hard-earned brand identity. Your customers may have a harder time verifying that your brand is yours. 

In 2009, Tropicana, a well-known beverage company, decided to try a complete rebranding of its product and packaging. Do you have any idea what allegedly happened? Customers could not identify the product on the shelf, resulting in lower sales. The rebranded Tropicana put consumers off because it resembled any other low-cost, generic brand.

3. Not adhering to a style guideline 

One thing that makes it hard to be consistent is not having a style guide to follow. You can think of it as a handbook for how to put together the visual elements that make up your brand. 

Having a guide for your Designing a Brand Identity is an incredible resource. If you’re working with a freelance or in-house designer, you can rest assured that they’ll be aware of which design elements are consistent with your brand and which aren’t. 

If you don’t have this, you may have difficulty identifying the perfect design or making changes. First, you can define a brand style guideline by including the following. 

  • Logo and design changes 
  • Typefaces 
  • Colour shades (RGB and CMYK) 
  • Social media elements 

4. Not defining a target audience 

Attempting to be all things to all people is unfavorable to your brand. Having a wide range of customers or a wide range of potential customers diminishes your ability to effectively market your product or service. 

Trying to serve too many different kinds of customers or meet too many distinct requirements can confuse your target audience. As a result, Instead, they will purchase from a different brand that they think understands their problem better. 

Be as clear and specific as possible when writing your copy. You can make more money if you focus on a specific group of individuals. Get to know your target audience and their specific needs and present yourself as a brand that gives them a solution. 

5. Using a logo template

We are all familiar with the concept of a template, aren’t we? It is something that can be used over and over again. Even if the template was created by a professional, all you have to do is change the color and the font, then add your company name, and voila! You have a new logo. It was made just for you unless someone else asks for the same thing from the same template designer. 

It’s far better to have your own logo created from scratch than to have a generic logo. This is because:

  • It brings out the best in you.
  • significantly speed up and simplify the process of creating social media content. 
  • help you to attract your target audience.
  • Existing customers will feel secure knowing they’ve come to the right brand. 

We can just go on and on, but we are sure you are convinced enough.  

Everyone makes mistakes along the way. Even the most well-known brands make mistakes. Even so, staying steps ahead of potential snags along the way is beneficial. To build a successful brand, you must know what pitfalls to steer clear of and how to avoid them.

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