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Building a successful company brand isn’t easy. If it were, large firms wouldn’t spend huge sums enlisting the ...
Building a successful company brand isn’t easy. If it were, large firms wouldn’t spend huge sums enlisting the services of PR and marketing companies.
Paying for these services probably isn’t an option if you own a new small business, so you may find yourself left to your own devices when it comes to brand building. In this article, we discuss five mistakes companies often make when building their brand so you can avoid the common pitfalls.
Choosing a company name is a really difficult part of forming a business. For starters, you quickly find that all the good names have been taken.
Once you think you’ve arrived at the perfect name, your work is far from over. You need to check that there aren’t other companies with names that are similar enough to cause confusion,
or companies with the same name in other countries that may make your online branding unclear.
You should also check that there are no old companies of the same name that have dissolved “under a cloud” leaving a bad reputation behind them.
Your internet presence will undoubtedly form a large part of your business brand, so it’s essential to get it right. This means choosing domain names and Twitter handles very carefully.
You don’t want to end up with a Web address that you and your staff have to spell out to customers continually, nor do you want a Twitter ID that inadvertently contains a swear word in the middle! This may sound amusing, but plenty of household name companies have made these mistakes.
Do you have a well-honed “elevator pitch” that succinctly describes your company’s identity, objectives and values? If you struggle to do this, you’ve perhaps not spent enough time identifying your firm’s niche and business model.
If this step worries you, don’t be afraid to return to the drawing board. If you don’t get the branding clear in your own head, it won’t convince your customers either.
FAR too many firms have a Twitter page that’s never updated, or a Facebook presence with a number of followers in single figures. These things don’t look good, and give the impression of a company that’s short-staffed and unsure of its direction.
If you haven’t got the time and inclination to follow through and create a solid, branded social networking presence, don’t do it at all. The same applies to any other ideas you may not have thought through – online and offline.
Most companies use an array of different online and offline marketing techniques, which is a sensible strategy. However, you must ensure they all follow through on the brand image you wish to create.
For example, it may be tempting to bombard the internet with article marketing and guest blogs to boost your profile and your Google rankings, but you should only do that if you’re sure that the content you’re putting out is of high quality and reflects your brand. Otherwise, you’re doing nothing but creating a confused impression of your business.