Mistakes All Brand Builders Make With Their Organization’s Name
Building a respected brand is no easy task. In fact, 8 out of 10 businesses ultimately fail within the first 18 months. For the bold and motivated individuals who serve as a company’s brand builder, this is a well-known fact. Those who work in this role are tasked with both building and leading a brand to success. They are also responsible for navigating brands through tough times. Since brand building is guided by best practices, and can often follow subjective methods, this role is far more challenging than it may appear on the surface.
If you’re a brand builder for an organization, you are already well aware that there’s something new to learn every day. Even the more experienced and driven of brand builders are not immune from the occasional missed opportunity. Explore 4 mistakes that nearly all people in this position make when it comes to their organization’s name.
Visual branding is one of the most effective ways to get noticed. With the prevalence of technology and social media, text alone is no longer a good choice. Whether you are using a video to promote your brand or an informative infographic, many brand builders miss the opportunity to include the organization’s name in their chosen media. From inserting a logo where appropriate to adding the brand’s name in the top or bottom corner of a video or image, be sure that your audience has no doubt as to who has created what is being shared.
Not changing a brand’s name if needed
Throughout modern history, there have been many instances in which brands small and large have changed their name. For example, Nike was once known as Blue Ribbon Sports; Subway was originally named Pete’s Super Submarines; and Dell used to be known as PC’s Limited. While the individual reasons for each name change vary, there comes a time in the lifespan of a brand where it is wise to switch names. Sometimes this is beneficial to help convey more of what the business does, and sometimes it is to make the brand sound more appealing. Whatever the reason, it’s crucial for brand builders to recognize if/when a name change should be advised to decision makers to help further the goals of the organization.
Using multiple logos with your brand’s name
Despite occasional exceptions, consistency is key when building a brand. If there are multiple logos floating around with your brand’s name, it is crucial to stick with just one. Even though you may be tempted to use multiple designs for separate purposes, building your brand is most effective when sticking with one design. To most accurately assess which logo is right for your brand, poll those in your organization, as well as your audience. From there forward, use the most favored logo in all communication, marketing and social media.
Not being consistent with your brand name’s spelling/capitalization
In details small and large, consistency should be a top goal for brand builders. Even if others in the organization vary the spelling/capitalization of your brand’s name, make it a point to stay consistent in using the correct variation. This small change can help project a more credible and authoritative image to your audience.
When leading an organization’s efforts to build a brand, it’s easy to make mistakes. However, with continued learning and commitment to the role, you can become an even stronger influence in your organization.
… by Katlyn Ryan
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