Brand sign

Top 3 Branding Mistakes

Brand sign

Branding often means to create an awareness of your business’s unique value and personality.

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 what your target audience is and what types of things 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 best customer service with awards to back it up? Having this information can help you determine what your real value is and 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 and below are a few examples in the form of taglines.

Famous 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 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
  • You quiero Taco Bell   –   Taco Bell
  • Silly rabbit, trix are for kids   –   Trix Cereal
  • The few, the proud, the Marines   –   U.S. Marines
  • We’re looking for a few good men   –   U.S. Marines
  • It’s not a job. It’s an adventure   –   U.S. Navy
  • The toughest job you’ll ever love   –   U.S. Peace Corps
  • Can you hear me now?…Good!   –   Verizon Wireless
  • Think small   –   Volkswagen
  • Drivers wanted   –   Volkswagen
  • Fahrvergnugen   –   Volkswagen

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 people. Then you can truly get to know that market segment, make a product that is really refined for their needs and create marketing campaigns that consistently work well for this particular group. The more you understand you 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 that eventually lose interest.

What are your favorite taglines and why?

2 replies

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  1. Julie from FastFX says:

    This post was a good read…. very helpful to know what NOT to do, for sure.

  2. John Karlotte says:

    My favorite? Now You’re Free to Move About the Country. Except off the top of my head, I don’t know who’s it is. Southwest maybe? What happens when people remember your tag but not your brand? How can you rpevent that?

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