5 Branding Mistakes Killing Your Sales (and What to Do About it)
These are the five big mistakes people make in branding and marketing that could hurt sales and drive customers away. You could be doing them right now.
As a branding consultancy that works with clients from all kinds of industries, we can guarantee you that most companies are.
We’re not telling you this so you will panic, because it is not too late. Just like when you realise you are overwatering your plant, it’s good to stop right away and start paying attention to the root of whatever problem you might be experiencing lately.
And just like a plant, when you start giving your business what it really needs, the growth will be incredible.
1. Ignoring the importance of brand strategy and identity
These Your brand strategy is the foundation of your whole brand, informing your brand’s personality, the language and visuals you use, the kind of audience you want to build – everything. Really.
THE MISTAKE: Jumping right into the details without understanding the bigger picture.
THE FIX: Finding your Brand Purpose (find our free guide here to help you get started) and building from there.
2. Confusing branding and marketing
Branding is WHY you exist. Marketing is HOW you talk about this.
Because it serves as the foundation for everything, it follows that your brand strategy determines your marketing strategy. This includes your tone of voice, content pillars and channels of communication.
THE MISTAKE: Copying every social media trend you see works for other brands.
THE FIX: Understand why it works for them. The marketing tactic is authentic to their brand. Find what is authentic for you.
3. Not identifying your target audience
Brands fail when they forget who their customers are. Surprisingly, it happens more often than you think.
CASE STUDY: Last year, US beauty brand Drunk Elephant saw they were a hit with pre-teens because they were buying so many of their products in Sephora and exclusively marketed to kids despite these products not being suitable for their young skin. Then the teens did what all teens do – they moved on to the next hot thing on social media, causing Drunk Elephant’s sales to plummet. The worst part? They were unable to recover because they had neglected the mothers the products were originally meant for.
THE MISTAKE: Trying to make your products or services appeal to everyone.
THE FIX: Defining your target demographic, identifying the values you share, and sticking with it.
4. Inconsistent brand experience
Neglecting your brand results in inconsistencies at every touchpoint, which can lead to confusing or negative experiences for the customer. In the worst case, it can break their trust in you. If they’ve built a certain expectation for your brand in their minds, whether that is receiving luxurious and attentive service (e.g. high-end retail brands) or feeling like they can break the rules (e.g. provocative brands like Diesel or Virgin), it is important that you live up to them.
THE MISTAKE: Not keeping in touch with customers and their perception of you; not training new team members in on-brand customer service.
THE FIX: Fostering better engagement with your audience, both on– and off-line. If you are unsure of what they think of you, find out through surveys, feedback forums, or on the ground.
5. Inconsistent storytelling
People are hardwired for stories; this includes the story of your brand, or the reason why you exist. Facts, numbers and data don’t compel them to buy your products or services as much as the emotional connection you build through inspiring them or taking them on a journey, making them feel as though they have grown with you. As you can imagine, inconsistent or ineffective storytelling especially affects your marketing efforts.
THE MISTAKE: Losing sight of what attracted your customers to you in the first place in your eagerness to move on to the next chapter. This is the equivalent of writing most of the book without solidifying the plot.
THE FIX: Figure out the narrative you are trying to push. Are you a hero helping people overcome their problems (e.g. Nike)? An explorer bringing them on an adventure of a lifetime (e.g. Patagonia)? A teacher bestowing wisdom on curious learners (Google)? Whatever it is, stick with it.
Conclusion
Do any of these mistakes sound like a problem you are currently experiencing? If so, we are more than happy to help.
Connect with us to find the solution to your problems to not only nip it in the bud, but trigger exponential growth.