Learning the basics of branding can help improve communication with your customers and help separate your business from the competition.

Branding creates an emotional connection between your business and the consumer.

If you don’t tell your customers who or what you are, you are giving them the opportunity to form their own opinion.

The obvious risk here is that their conclusion might not be what you want them to think.

A brand strategy communicates the story you want to tell.

Below is a list of some common and often critical mistakes many businesses make:

Are you confusing your customer?
Your customers must know what to expect when engaging with your business. This applies to everything you are doing at your business – from the moment your customer visits your website or enters your business. From the initial first impression to when they leave & of course everything else in between.

Do you understand your customer?
It’s likely that decisions you made about your business were based on what you thought sounded or looked good. Beware – you may risk creating something that is so personal that other people won’t connect. At Radsick Ad Group we will help you make decisions based on market data – not personal preference.

Why do I need research?
Research gives your business the best opportunity for success. Research everything – the competition, your customers, your marketplace and your business model. Knowing what your brand is up against and how to properly position it can save you valuable time and costly dollars down the road.

Should I copy my competition?
Remember – you are trying to differentiate yourself from your competition – not match them. If you can’t tell customers how you’re different from the competitor, the consumer will go with the most convenient option. Give them a reason to choose you.

How are my employees valuable to my bottom line?
Hiring and training employees that are passionate and knowledgeable about your business and what you are offering or selling is key to your business success. Develop their strengths and engage their feedback. Your employees are your #1 asset – investing in them engenders their loyalty and pays back in customer loyalty.

Should everyone in my company have a say?
Inviting everyone in the company to share an opinion may delay the branding or re-branding process and diffuse the focus needed to achieve ROI. Keep those with critical approval authority to an efficient shortlist. Assemble the smallest, most essential team possible. Be sure to include a mix of levels – not just executive.

Does my company need a brand change?  (It worked before)
Today’s customers are changing faster than ever and have more choices than ever. Re-branding well means staying relevant. Assumptions made when the brand was established may no longer hold true. Analyze changes in target markets – your current model may be missing an entire market that didn’t exist the last time around.

Are you guilty of making any of the above branding or re-branding mistakes?

Not every company needs a total branding overhaul, but working with Radsick Ad Group to create a brand or re-branding strategy can help you create a consistent experience to your target audience. Contact Debbie Radsick – debbie@radsickadgroup.com