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. This is the complete opposite offline where I am sure you can reel off dozens of brands off the top of your head! Here are some of the most common mistakes that companies and individuals will make when creating their brand…
Lack of Congruency
Your visual consistency – in terms of the way your brand looks across various channels and the way you have positioned yourself in your industry and the values you put out MUST be congruent.
Lack of consistency
This is closely linked to congruency.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.
Poor Visual appeal
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.
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.