Branding means creating an awareness of your business’ unique value and personality. It sounds simple enough, but you’d be surprised how few business owners take the time to do it right. Here are a few of the most common mistakes marketers make:
1. Not Doing Detailed Research
A logo and tagline are only an extension of your brand. Before you develop any creative, make sure you have done your homework on what the current perception of your brand is, from the perspective of both customers and employees. Then determine who your target audience is and what they react well to. You must also research where you fit into the overall landscape of competitors so that you fill a void and have a strong offering that sets you apart from others. Do you have the lowest or highest price, or the best customer service with awards to back it up? Having this information can help you determine what your real value is and what your brand positioning should be.
2. Lack of Focus
Companies often change their identity when the wind blows and make haphazard logo, tagline, and copy changes that don’t keep a consistent message. The big brands tend to reinforce the same message for long periods of time. Below are a few examples of long-lasting taglines.
Think different – Apple Computer
Think outside the box – Apple Computer
The ultimate driving machine – BMW
Calgon, take me away – Calgon Toiletries
Please don’t squeeze the Charmin – Charmin
Like a rock – Chevy Trucks
Have a Coke and a smile – Coca-Cola
A diamond is forever – DeBeers
Nothing sucks like an Electrolux – Electrolux
When it absolutely, positively has to be there overnight – FedEx
It’s not just for breakfast anymore – Florida Orange Juice
We bring good things to life – General Electric
Nothing runs like a Deere – John Deere
Every kiss begins with Kay – Kay Jewelers
Finger-lickin’ good! – Kentucky Fried Chicken
When banks compete, you win – LendingTree
Good to the last drop – Maxwell House
Just do it – Nike
Pepperidge Farm remembers – Pepperidge Farm
You are now free to move about the country – Southwest Airlines
Yoquiero Taco Bell -Taco Bell
Silly rabbit, Trix are for kids – Trix Cereal
The few, the proud, the Marines – US Marines
It’s not just a job. It’s an adventure. – US Navy
Can you hear me now?…Good! – Verizon Wireless
Drivers wanted – Volkswagen
Is it clear to your customers why they should buy from you versus a competitor? Is that reason expressed emotionally or logically? People buy because of emotion and justify it logically. If your advertising only appeals to logic, your only customers will be relatives of Mr. Spock. Are any of the memorable taglines above a list of features? They are focused on benefits and/or make an emotional appeal.
3. Trying to Appeal to Everyone
Focusing on a niche market for your product can often be more profitable than trying to please everyone. You are better off having a strong defining factor that resonates with a certain type of customer. Then you can truly get to know that market segment, offer a product or service that is really refined for their needs, and create marketing campaigns that consistently work well for this particular group. The more you understand your audience, the more you can do to connect deeply with them and create a lasting relationship built on truth rather than brief flings with the masses (who will eventually lose interest).
4. Not Having a Deep Enough Presence
Having a deep presence means being in a variety of online media such as top SEO rankings, paid listings, banner ads, social connections, and press releases. The more your name comes up online in a positive way, the stronger your brand.
Now that you have a sense of some of the top elements that influence conversion, I’d like to give you a homework assignment. Pick the keyword that you most want to rank for in the search engines and the main service or product page on your site for that keyword. Then use the system below to increase both rankings and conversions at the same time. Let’s put some of what we learned into action while tying it to SEO.