Mistakes to Avoid When Building a Brand

Entrepreneurs know that it is not enough to have a great idea. They need to expand their great idea into a reality. They need to hone their great idea so that it corresponds with the needs of their target audience. They need people to know how they are and to associate them with quality and efficiency and excellent customer relations. This is the process of branding. A master brander knows how to portray their business and sway the tide of public perception in their favor. They know how to bring out their best features and focus on those features while underemphasizing their weaknesses. But as the entrepreneur is establishing their brand, there are a lot of mistakes that need to be avoided.

1 – Change
An entrepreneur will spend a lot of time on their brand. Whether on social media or advertisements, they expend a lot of business resources to establish their brand in the minds of the consumers. Then, all of the sudden, the entrepreneur might change their company name to something else. The transition is often not very smooth. All of the time that they spend branding is lost. The company with a new name and slogan is now a distinct entity, independent of the original name with the great reputation.

2 – Relying Too Heavily On Outbound Marketing
Traffic is converted into sales and a company expands. But, one might ask, from where does this traffic originate? Business owners have traditionally used what is known as outbound marketing. This is where they will put up an advertisement, whether a commercial or a billboard or on a website. It is paid traffic. But people really dislike it and most traffic does not come from outbound marketing. A wise entrepreneur knows how to wield inbound marketing, which is unpaid traffic wherein consumers find the company naturally. Inbound marketing is the method to establish a brand by develop natural relationships rather than just being a pushy salesperson.

3 – Not Focusing On Competitors
Every business is focused on satisfying their target audience. Competitors are focused on that as well. If everybody is focused on that, then the market will consist of an array of identical products. But if entrepreneurs focus on their rivals, then they can find a way to build upon the weaknesses that rival models might have and their brand will stand out.

4 – A Generic Slogan
A slogan is what the audience will associate with a business. A name might give the customer a general idea of what this company produces, but a slogan tells them what they focus on and what one can expect from this business. The name “Subway” tells the audience that the restaurant makes sandwiches. The slogan “Eat Fresh” tells the audience that Subway focuses on produces fresh food.

5 – Poorly Designed Website
When a customer is directed to a company website and they see that it is properly constructed, everything seems to be in order and it has a certain aesthetic appeal, they will be compelled by the aura of professionalism that this company displays. They will be an entity for the customer to take seriously. Many entrepreneurs make the mistake of neglecting their website. They do not put the time, money, or effort into it that it needs. When people go to their website, they do not see professionalism. They see a slacker who cuts corners.

6 – Neglecting Social Media
The internet is the most powerful resource available to the entrepreneur. While business is done in person, the brand is empowered on the internet. It is the link that the entrepreneur has to their audience. It is how they become a constant presence in their lives, sharing jokes, inspiring stories, news related to the industry and just drawing inbound traffic to their website. If the entrepreneur neglects that, they will neglect their most powerful resource.

7 – No Content
Traffic comes in pursuit of content. People will enter a question into a search engine and then stumble upon a website. This is how an entrepreneur can brand themselves as an expert in a particular field. They need to have content that discuss the intricacies of their field, such as articles and videos. If they do not, then they will have missed an opportunity to establish their brand.

8 – Not Accepting Feedback
Bill Gates once said that a dissatisfied customer is an important learning experience. The dissatisfied customer is the person from whom the entrepreneur has the most to learn. They are the person who can expose a serious deficiency in the quality of the product or in the quality of customer service. A wise brander will accept the feedback of even their most vociferous critics, because these critics form public perception as well. A good company needs to respond to criticisms and adapt their product accordingly.

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