Branding Dos and Don’ts

Branding is crucial to a business’ success not only because it makes a memorable impression on consumers but it also allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived. 

1. Do Keep Your Branding Simple 

When it comes to branding elements such as logos, taglines, and messaging, simplicity cannot be beat. If you think about it: only a few people will save up for a family vacation to a kingdom with rides and characters but with more than 50 million annual visitors, Disney World has established itself as ‘The Happiest Place on Earth’. This is a great example where simplifying a tagline to hone in on one key benefit makes the brand that much more desirable and long-lasting. 

2. Do Make Sure You Showcase Consistency 

Once you have a clearly defined logo and concrete messaging for your business, you should ensure that you carry this through to every area of the business. When you showcase consistency across channels when promoting your business, you’ll be able to solidify the brand in the customers’ minds. This is because the more they see your business in the same format, the more likely they will be to remember it and eventually seek out your services or make a purchase. 

3. Do Focus on Your Core Values 

Your core values are effectively your corporate glue. They are the principles that guide your long-term goals and strategy and they should form the core of your brand. If your customers believe they share the same values as your brand, they will ultimately reward you with their loyalty. Authenticity is key to this. According to Jeff Bezos, Founder of Amazon, ‘your brand is what people say about you when you’re not in the room’. 

4. Do Be Aware of Your Competitors 

It is important for your brand to be aware of its competitors. You want to understand your competition so that you can be aware of how your competitors are doing and what you can do to improve your brand strategy. Learning from your competitors’ mistakes and success can actually better your own company. We highly recommend paying close attention to how your competitors engage with consumers on social media, so that you can think of a strategy on how to engage better with your customers. 

5. Don’t Overcomplicate Things 

We believe that less is more! When it comes to your brand, simplicity is the name of the game. This doesn’t mean that your branding needs to be basic but rather your mission, message, and the products or services you offer should have one central theme. The same goes for your brand identity. Establish your brand colors, typography, and image style and set out to create brand guidelines to maintain consistency. 

6. Don’t Rush The Process 

All businesses want long-term success. However, a lot of brands rush the process when developing their brand. We’re here to tell you that good things take time. If you want a truly authentic brand, one that empowers your business, you need to invest in the process. If you rush the process, you’ll only end up with a brand that is underwhelming and ineffective. 

7. Don’t Make False Promises 

Your brand needs to be a true representation of your organization. If it’s not, it will quickly fall on its face. Therefore, don’t waste time trying to be something you’re not as it will only damage your credibility and leave you with very confused and unsatisfied customers. 

8. Don’t Be Overly Cheesy and Predictable 

If your branding seems like it came from a Branding 101 textbook as opposed to truly encompassing your business goals’ and passion, people will be less likely to gravitate towards it. Excessive branding can be a pitfall when a company attempts too much. Have your branding show that you’re trying, but don’t push it to the point of looking desperate. 

Keen to level up your branding game? We are a branding agency in Dubai with over 40 years of collective experience. We’re a friendly bunch who love to hear ideas! Let’s get in touch.

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