Creating a consistent brand for an online business is a highly effective way to get more customers and clients, to increase awareness of your organization and to generally propel yourself to new heights. Having a strong brand will create many more opportunities for you and will mean that every aspect of your business helps to strengthen every other aspect.
But creating a brand isn’t easy and that’s why there are so few sites on the net that have that strong presence and identity that they need. Here are some of the most common mistakes that companies and individuals will make when creating their brand…
Lack of Consistency
This applies both to your visual consistency – in terms of the way your brand looks across various channels and your consistency in terms of the topic, industry and values you put out.
The point of a consistent brand is that it should represent a certain degree of quality and a certain predictability in terms of what users get. People should know that something with your logo on it will be something that they enjoy.
So if your website is talking about puppy dogs one week and programming the next, you’re going to lose people. Likewise, if you put out a brilliant product one month and the next thing you release is garbage, people won’t be able to trust you in future. Stay consistent and stay true to your vision.
Aesthetics are an important aspect of your branding and if you don’t have a strong logo and strong visuals through your advertising and web design, then your brand isn’t going to be memorable to your customers and users. If your logo is a grainy JPG that looks like something you made in college, then it might be time to hire a professional or at least have a rethink.
Branding is far more the way people perceived our business then they way we think it is perceived. – Christopher Shaw | Founder of BeInfinite.co
Every business card, social media account, invoice and email is a chance to strengthen your brand. Make sure you include your logo everywhere and don’t miss an opportunity to show it off.
Lack of Self Awareness
When creating your branding, you are creating the way that people are going to see you. To do this effectively though, you need to be objective and realistic. If you’re a one-man-band tinkering in your free time, then don’t try and brand yourself as a global corporate enterprise. It will ring false and your brand will fail as a result.