It’s not often you get to say what you really want to. But today, we’re doing just that. And for good reason. Because we see so many businesses falling victim to small issues that have big consequences for their marketing and communication, especially in the area of branding. To help you avoid them (and make your budget work harder for you) we’ve covered the most popular issues we see as branding experts, including what we wish we could tell the brands behind them. Don’t worry, we’ve included a section that turns up the heat on agencies too –
You don’t just need a new logo
Many business owners approach branding designers thinking they just need a quick fix – a new logo or a better website. What they really need is a comprehensive brand identity, and an agency to guide them through the process of understanding that branding goes beyond visuals. It’s about aligning their entire business strategy with their brand, which in turn drives customer loyalty and sales.
Your brand story really will sell your product
The power of a brand story is often underestimated. Clients shy away from the idea of storytelling because they can’t see the connection between emotional connections and sales. But today, a well-crafted brand story is a key sales tool, because people remember stories far better than facts. So connecting with your audience on an emotional level is actually a way better approach to boosting your sales. The brands that leverage storytelling effectively are the ones that thrive because they create meaningful connections with their customers and then naturally progress to offering their product or service as a solution to a problem or goal their audience has. Doing it this way means that the ‘sell’ is a natural part of the conversation, instead of being a retail message being forced on someone.
Prove you’re different
Today, every market is crowded. So, standing out is essential. If your brand doesn’t offer something unique, it’s forgettable – and no business wants to end up there. Identifying what makes your brand different, whether it’s in your product, your process, or your origin story, can transform the way you communicate. This unique factor should be at the heart of your communication strategy, ensuring you make your brand memorable and compelling from the get-go.
‘Everyone’ is not a target audience
Aiming to appeal to everyone is a common mistake that leads to diluted messaging. If you try and speak to everyone, you’ll end up speaking to no one. No brand is loved by everyone, and trying to achieve that is futile. Instead, focus on identifying and understanding your specific target audience. By knowing their demographics, preferences, and pain points, you can tailor your messaging, ads, and overall strategy to resonate deeply with them, leading to stronger connections and better results.
Trust the professionals
No one likes to hear that their idea isn’t the best one, especially if you’re the client who is paying your agency. But almost always, the advice they’re giving you is the right advice. It’s important to remember that your agency is there to help you succeed, and their pushback is often rooted in experience and expertise. Trust the professionals you’ve hired – they have your best interests at heart. Remember, their goal is your success, just as much as it is yours.
You are not your brand
It’s important to separate your personal preferences from your brand’s identity. Too often decisions are made based on how a specific person feels about a piece of communication (the colour, copy, imagery or layout). But these decisions should be made with the brand’s goals and character in mind, not based on personal likes or dislikes. A brand’s identity should guide every decision. This will ensure consistency and clarity across your communication.
Branding is something, it’s not everything
Although branding is vital, it’s just one piece of the puzzle. A successful brand also needs a solid strategy and a clear communication plan that runs through every aspect of their business. From staff interactions to advertising campaigns, your brand story should be the thread that ties everything together, ensuring a cohesive and impactful presence in their market market.
Let people love it their way
Advertising and marketing have become 100% customer-centric. So it’s important to allow your audience to connect with your brand in their own way. Authentic connections are formed when customers engage with your brand on their terms, not yours. Too many businesses force a certain message, even if it’s not being well-received simply because that’s what they had decided upon in the strategic meeting they had two years ago. Communication needs to be more agile today. By respecting your audience’s perspectives and preferences and creating communication that encourages what they love about your brand, you’ll create stronger, more meaningful relationships that can lead to long-term loyalty.
Agencies have a responsibility too
We’ve focused on issues in businesses and their communication. But agencies have a massive responsibility too. The process of creating good branding, and any other advertising or marketing efforts, can be overwhelming for clients who may not have much experience in that space – but who are intimately connected to their business and its best interests. A good agency knows that clarity is key when taking a client through the process. They should communicate their ideas and strategies in simple, relatable terms, ensuring you’re never left in the dark. If something is unclear, it’s their job to make it understandable so you can make informed decisions about your brand’s future.
Branding is just the beginning
Branding your business is an exciting process and one that you want to feel in control of. At the same time, it’s important to trust your agency and let them do what they do best. That’s why your choice of agency is such an important one. A good agency will keep you informed at every stage, valuing your input and diplomatically addressing any concerns. As experts in branding, digital marketing and brand stories, Pixeld is always available to chat with you about that process and how you can boost your business efforts, starting with your branding. So get in touch with our team today.
