Home   →   Featured Articles   →   Branding


Amadeo Tusell - 06th september 2022

A brand can make countless mistakes throughout its creation, which in the long term can affect lost time and money that cannot be recovered.


You may even lose the chance to make a mark in the minds of customers. Therefore, it is essential to take into account the main branding errors that will be presented.


The brand building process involves a sequence of methodical processes that must be carried out conscientiously in order to finally put each of the pieces together and have a coherent and successful brand.


Once you think about what it means to have a brand, it can be confused with graphic resources such as the logo and the naming, as if they were only what is necessary for a brand to exist.


Although they are fundamental resources, there are several more components that also impact customers; and in all of them you have the possibility of making mistakes.


Branding mistakes to avoid


The following are those errors that have the most possibility of negatively harming when generating a brand:


1. A bad name

Why something that seems simple can be a disaster? The reason for this is that as soon as a plan or trade is started, millions of name ideas come to mind that, although they sound good, are not exactly ideal.

• The most common mistakes

• Negative associations

• Names with domain not available

• Difficulty of pronunciation

• Generic names that do not stand out

• Extraordinary similarity to the competition

• Complicated names that do not reflect the brand


2. Dishonest cost offer

A brand should be based on realities, not on non-existent promises. It is a mistake to lie about what you give, as the shock of the truth can disappoint customers.


A brand is a promise that should be kept over time and should not be exaggerated with attributes that are not typical of the brand because sooner or later it ends up being counterproductive.


Thinking of dishonest, single-track competition misses true inner value.


3. Forgotten identity elements

When developing a brand, it is not only necessary to have a name and a logo, there are also other relevant resources that make up the entire brand identity and that are usually ignored. However they are necessary for the identity manual. These are guidelines that define a brand's personality and without them it could be like walking aimlessly.


The identity manual puts the entire brand initiative in order and works on it in general to convey what is wanted. Once you don't have one, you can't know which direction to take regarding advertising tactics and choices, falling into the hands of the wrong markets.


This belongs to the most frequent branding errors, which is why it is admirable to have a manual with all these resources to ensure consistency and also describe how they have to be applied in any space.


4. Neglected social networks

Social networks are a communication channel that opens the door to huge audiences and gives access to market delimitation functionalities never seen before. They are complicated tools that need expert attention.


It makes sense to think that no one can manage the social networks of a company better than the managers, since they are the ones who know it the most and know what they want to show the world, but it is not always ideal.


A corporate social network, be it Facebook, Instagram or Linkedin, cannot be monitored like a personal account that is only paid attention to once you have some free time.

Thinking this way is a mistake that many people fall into and ends up hurting their company.


5. Little susceptibility to growth

One should not rush, since only some of the organizations work globally, others do not even have the goal of leaving a specific geographic region, however, for those organizations that do have it contemplated for the future, they already have to plan a few components.


Knowing how to adjust to the cultures where your brand is transferred


Have a global approach through a standard criteria that can be duplicated wherever you go.


Do not force the increase, because only some of the organizations have the capacity to expand and it works for them to stay in the market they already have, otherwise they would lose their distinctiveness.


6. Little adaptation and little flexibility

Brands need to be flexible and dynamic to change if the moment requires it.


This is related to the function of change in shape, design and branding that manage to mean a development for the trade without losing the essence of the brand. That is where the creations emerge and cost offers for the consumer can appear.


The customer experience constantly demands more and more, so any possibility of optimization for the brand represents a strength for the product or service.


Ultimately, the key to building a brand is having the preparation and wisdom to see potential pitfalls happen and resolve them before they arise. Only in this way will they be able to avoid making such mistakes when developing the branding of your brand.