mistakes should be avoided when developing a brand

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When it comes to branding, a wide variety of disciplines and terms are often mentioned. From name development to brand personality to corporate design, almost everyone has a slightly different idea. One thing is clear: every company has unique requirements for its branding project. It's also clear: the mistakes regularly made are very similar – we've observed this time and again in over 20 years of branding and brand development and in hundreds of projects. Here's a summary for anyone currently exploring the topic of brand development, currently in the middle of a brand development process, or planning a corresponding project:

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1. Your brand is a bargain basement - better plan brand development


A brand personality resembles a human character in many ways. We expect people to be reliable and nigeria phone number data somewhat predictable in their idiosyncrasies. To put it bluntly: No one wants to have to deal with a Jekyll-Hyde friend. And this consistency also characterizes successful brands. A haphazard design is the most visible sign of a lack of consistency. But indecisive strategies (or, in the worst case, none at all) and inappropriate core values ​​also mislead the brand, both internally and externally. You'll save a lot of time and energy if you opt for consistent, holistic brand development from the outset . Like an orchestra, all branding measures, from strategy to logo, should work together harmoniously. Only then will your brand be heard in the market.

2. Branding Mistake: Your brand doesn’t fit your corporate culture


Some branding problems are actually cultural problems. If the brand is supposed to project an external image that doesn't correspond to the internal reality, it will cause frustration for your team and a lack of credibility with your customers. A company's culture, values, and perceived "background noise" have a significant impact on its success. Ideally, corporate culture and brand personality reflect one another. After all, customers are no longer just interested in the product itself – these days they want to know what makes companies tick and what they stand for. Think of Google: It's no longer just a search engine, but a lifestyle. Workshops are a great way to harmonize corporate culture and brand. They create internal identification with the brand personality and its values. And that, in turn, strengthens the brand externally. A win-win situation? You could say that.

3. Unrealistic expectations of time and budget


It's a simple fact: brand development takes time and costs money . It's simply unrealistic to put together a complete strategy, corporate design, and maybe even a shop system within four weeks. Branding is a continuous process, a long-term, sustainable investment in the brand. The more shared understanding of this process there is between the company and the agency, the more successful the result will be. Figuratively speaking, it's the difference between a quick burger at a fast-food restaurant and a perfectly cooked steak with fresh vegetables. I don't know how you see it, but I'd choose the steak every time.


4. Lack of vision for brand development


"Anyone with visions should see a doctor," former Chancellor Helmut Schmidt once said, amusingly referring to Willy Brandt's visions during the 1980 federal election campaign. What might be appropriate in politics would be bad advice for us brand developers. Brands need strong and clear visions to develop personality and have a future perspective. Without this foundation, they cannot grow steadily. However, the work is not done with the pure vision – the other half is its external implementation. Ultimately, we want other people to share the vision, be enthusiastic about it, and spread it. That's why consistent branding is essential for a brand's impact. If you don't yet have a clear idea of ​​your brand, an outside perspective can work wonders. Branding agencies can help you sharpen your vision and articulate it externally.