When building a brand (regardless of how experienced you are) you will come up against some challenges. From development, direction, personality (or lack of) to colour palette and typography. For our last installment, we asked 3 tip-top brand strategists what some of the most common challenges are and how to overcome them.
Wayne Lim II Fractal Theory
The most common mistake businesses make is not having a brand at all. The brand name, visual elements â€“ logo and colour palette and tagline create a first and potentially a forever lasting image of your business maybe even before it is known what your business involves. A well-branded image immediately evokes emotion and affirms the credibility of the business so by not harnessing the opportunity to communicate instantly, it can easily mean a lost business opportunity.
Stella Gianotto II Stella Design
One of the most common mistakes we see is that people want to develop a brand without really knowing why or what the brand will stand for. Often in these cases, the brand that is developed is designing for the present and not given the future any consideration at all. What ends up happening is that a â€˜mongrelisationâ€™ (my own terminology) of a brand occurs with a not so hot looking logo underpinning all the marketing communications. How do you identify one of these? Easily, the design is cluttered; you use your full company name in the brand instead of a key word or icon, no consistency in anything they do â€“ a myriad of problems!!
Karen Gunton II Build A Little Biz
The biggest mistake that I see is that in our efforts to be professional we strip all of the personality out of our brands and we worry about sharing too much of ourselves. We hold back from telling our stories and we try too hard to make our biz look like what everyone else is doing. We are worried about turning people off and the result is a bland brand. Bland brands make me so sad. It is such a missed opportunity (especially when I get to know the people behind the brand and see how freaking awesome they are!).