Product branding is an effort to give an identity to a product that can influence consumers to choose that product over other competing products. The branding process is about more than just increasing the knowledge about the product brand. It is related to everything about the product, starting from the logo, visual characteristics, image, credibility, character, impression, perception, and assumptions from the customers related to the product.
Product branding that is done correctly will help build customers’ trust so that they will opt to use and stick with the product. On the other hand, if product branding activities are carried out unprofessionally, it can hurt the company as a whole. Unfortunately, several mistakes often occur when a company does product branding, especially if it’s their first experience doing that.
To help you prevent this issue from happening, below we have curated some branding mistakes that your company should avoid at all costs.
Rushing Out When Doing Branding
The product branding process begins when entrepreneurs determine the brand for their business. But, sometimes they take this process for granted and do it carelessly. It’s best to do market research first to find out what is in potential customers’ minds and what they want.
Afterward, you can start by choosing a brand name that is simple, straightforward, and not too specific. A simple and straightforward name makes it easier for potential consumers to remember a brand. It is also recommended to choose a name that is not too specifically related to something, in case you want to expand your business to other lines in the future.
Not Being Thoughtful When Choosing Your Logo
In addition to the brand name, the logo is also the ultimate thing that will be seen on everything connected to your business. It should catch the eye of potential customers. A good name and logo should convey what your products and services are all about, after all building strong brands involves using appealing visuals.
Thus, when it comes to branding your product, avoid using overly common visuals. You don’t need an overly complex design either. What matters most is that when people see your logo, they instantly remember your brand.
Did Not Understand About Potential Customers
Another important thing that should not be ignored when branding a product is understanding the potential target consumers. If you don’t determine which potential consumers you will target from the start, then the branding you do will be in vain.
Business owners often push out advertising and promotions aggressively, without taking into account the interests and preferences of potential consumers. However, this approach can lead to a sense of monotony and disinterest, causing people to frequently overlook whatever is being offered.
What you can do instead is, first, search for as much information as possible about potential customers. The more information you get, the easier it will be to adapt the branding program to the needs of potential consumers.
Inappropriate Use of Social Media
Social media can now be called the core platform for product branding. This is not surprising because social media can be used by anyone, at any time and anywhere. Unfortunately, despite the vast potential of social media, some entrepreneurs fail to use it effectively.
One of the most frequent mistakes is overusing social media. It’s important to remember that you don’t need a business account on every social media platform. Just focus on platforms where your potential customers are most active and create well-put strategies from there. Occasionally, engage with your customers by inviting them to chat and provide suggestions through social media features. Being too formal and rigid on social media can drive customers away instead of keeping them close.
Not or Paying Too Much Attention to Competitors
In the business world, you have to pay attention to competitors to monitor how the competition is. From there you can determine what efforts must be made to be superior to competitors. But at the same time, you still have to focus on your business. Don’t pay too much attention to competitors, and end up forgetting about what’s important.
Focusing solely on outdoing your competitors might lead you to mimic their moves and become their followers. Instead, aim to surpass them by offering something unique, leveraging their strengths as a starting point. Don’t aim to be better; strive to stand out and be a winner by being different.
Not Balancing Product Branding with Quality
No matter how hard the efforts are made in branding, if it is not balanced with the quality of the products and services provided, consumers will not stick with your brand.
Many consumers are not influenced by the promises made in advertising. They will of course prefer what is useful and suits their needs. Thus, branding efforts will be in vain if it is not accompanied by the promised product quality.
Neglecting The SEO Aspect
In today’s digital age, branding has extended into the online realm, where search engines play a vital role. Thus, ignoring the SEO (Search Engine Optimization) aspect can be a grave branding mistake.
When businesses overlook SEO, they essentially become invisible to potential customers. It is important to understand that SEO techniques help ensure your brand’s online presence and help you climb the search engine ranks. When customers search for products or services similar to what you offer, SEO will ensure that your website is among the top results. Neglecting SEO means that you’re handing over potential website traffic to your competitors.
If you want to build a strong and recognizable brand in this current digital era, it’s crucial to incorporate SEO strategies into your overall branding and marketing efforts. Also, instead of doing SEO by yourself, it might be best if you hire a professional service from Cardinal Digital SEO agency. Their reliable team of professionals will help you to increase your chance of reaching your target audience effectively and boost your brand’s online presence!