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Branding is something people know about but rarely understand. Branding can be a powerful tool, but it can also be frustrating if you don't know what you're doing. This article looks at common mistakes people make when branding their products and how to avoid them so your brand (isn't lost or forgotten in the marketplace.

Trying to appeal to everyone?

Perhaps the most common mistake people make with their branding is to appeal to everyone. Some companies say, "Our product is for everyone!" or "We want our brand to be relatable and accessible to all people." And it's true that a good brand should be relatable and accessible, but it will never be for everyone. People don't want an "every person" brand -- they want something unique and authentic, even if they don't realize it. Trying to appeal to everyone results in a watered-down brand that fails to connect with any particular group.

Instead, focus on a target audience and craft a message that resonates with them rather than a nebulous concept of "everyone." By doing so, you'll create a stronger brand that is more likely to succeed in the long run.

Design

Using a logo without following proper design principles is a NO! Don't underestimate the importance of a strong logo. An effective logo builds brand recognition and equity, differentiates your company from competitors, and conveys important information about your company's values and mission. It can also be a powerful marketing tool by creating an emotional connection with your customers and furthering your business goals.

One of the most common branding mistakes is using a logo without following proper design principles. This can lead to a logo that is unclear, unprofessional, and ineffective. When designing a logo, remember the basic principles of design, such as contrast, balance, and hierarchy. Additionally, the logo should be simple and easy to understand, as well as memorable. The best logo conveys an idea and achieves its goals without being too complex or clever. An effective logo is simple enough that someone could draw it in their sleep (which was probably how some of them were created).

A great example of this would be Nike's swoosh symbol: Clean lines and recognizable shape mean you can use this logo at any size -- and on any medium -- and still get the point across without much effort on your part.

Provide right incentives

The best incentives are tailored to the target audience. For example, if you're selling shoes online, a free pair of socks might not be enough to entice someone who doesn't care about socks. What could make them act? If they buy two pairs of shoes and get one free!

The most attractive incentives are those relevant to your business goals and that promote sales. If you're trying to increase brand awareness and grow your customer base, the incentive should be related. For example, try a discount code for first-time buyers or something else that helps people learn more about what sets your products apart from others on the market (like an ebook).

Relevant incentives can also help customers share their experiences with other potential customers. This helps build community around your brand and generate more positive reviews online where it matters most. Think through how you'd like that process to look before deciding what kind of incentive would work best.

And, do keep reading our posts. Stay Positive, Always!