Marketing and brand promotion are important to any business but there are right ways and wrong ways of going about this. If you want people to be interested in your brand and inclined to purchase what you are offering then you need to take great care over how you present yourself. It is all too easy to get carried away with the idea that in branding the more variety there is the more it will appeal to a greater number of people. Many new business owners have made some serious mistakes in their early branding exercises, and below are some examples of things that you might want to avoid when you are promoting your own brand.
Choosing the Wrong Name
When you are promoting your company name, which is synonymous with your brand, you need to ensure that people will not be confused by the name that you have chosen. A well known cleaning product was rebranded as Ciff but in many people’s understanding this was just a shortened form of the word syphilis. Names can help or hinder your brand and many businesses have branded or rebranded their products with a name that in hindsight they regret. Imagine spending a small fortune on branded gifts with a name that has unfortunate connotations for many people, your brand really could fall flat.
The Meaning of Your Name
People often indulge in flights of fancy when choosing a name for their new business. The problem is that companies can spend a lot of money promoting their brand, even when it doesn’t include things like branded mugs. Some large corporations have made expensive mistakes because they have chosen brand names that tell the public nothing about the company or what it has to offer. When you are choosing a company name try to ensure that it says something about the brand and what it offers, or you could find yourself spending a lot of money in attempts to rename and rebrand your company.
Losing the Logo
If even companies like Pepsi can make mistakes when it comes to developing a new company logo, you can understand why this can be a problem for other businesses. When you choose a company logo make sure that it says something about your brand. A meaningless and disconnected logo is just as bad as a name that says nothing about your brand. If you want a company logo make sure that people understand what it is supposed to be doing.
Underestimating Public Perception
A number of companies that have been wound up because they have broken the law or produced faulty products, have then tried rebranding to get them out of trouble. Public perception of a company needs more than a name change for them to take a different view of a particular company or brand. Don’t underestimate what the public might think of your brand as it could lose you business.
Getting it Wrong with PR
Companies, particularly large ones rely on their relations with the public to keep their business going. Some large companies have offended public perception of who they are and what they do because of their failure to respond to customer complaints about a product or service. Take care that you deal with any complaints in a suitable manner if you want your brand to remain popular.