Buzz Update Ready to expand your brand? Do not make these 4 critical mistakes TOU

Buzz Update  Ready to expand your brand?  Do not make these 4 critical mistakes


Ready to expand your brand? Do not make these 4 critical mistakes

Views expressed by Entrepreneur Collaborators are their own.

So, you want to expand your business. This can be a very good thing – it means you are doing well. However, first, decide why you want to grow. It could be to make more profit, to take advantage of the opportunity to expand your business, to expand as a prelude to selling your business or whatever.

Make sure you know why you want to expand, that you have the cash to expand – and then avoid making these four critical mistakes:

1. Failed to formulate and adhere to brand guidelines

If your brand is not easy to understand and you have inconsistent branding, you can confuse customers. And with confusion, comes the disconnect from the potential user.

Branding is the clothes you wear or sell in your business, how your business runs and how it speaks. Branding will telegraph the mood of your business (such as happy, energetic, thoughtful), your business style (e.g. intoxicating, respectable, silly or fun) and the identity of your business (represented by your brand).

Brand guidelines determine how your brand lives in the world. The guidelines include color schemes, writing styles, how the logo is used, visuals and imagery. They are intended to protect and preserve the uniqueness, integrity and intellectual (and internal) value of your brand and how these elements are used, where they are used and as a result evoke any feelings in the minds of your customers.

The more fragmented your branding is, the more likely it is that the consumer will find out what your brand offers, even if it is seen in irrelevant contexts or in a way that devalues ​​or confuses. If you do not have the opportunity to tell your current brand story in a consistent and engaging way, it will be even more difficult to determine why your brand is expanding.

Related: Branding is more than just an affiliate: it is the foundation of any business

2. Compromising authenticity and originality

Remember who you are as a business, why you started and what your original goal and vision is and stick to your unique sales offer.

Authentic brands: Consumers trust that their products and services are honest; Not only is he interested in making money above all else; Materials, materials and country of origin are transparent; Socially and environmentally responsible; And have a cool, catchy or relevant brand article.

Be clear and simple, rather than true. Avoid terminology and buzzwords and avoid excessive scientific or technical. Complexity does not have equal power. Copywriting experts generally use Microsoft Word’s built-in Flesh-Kinkide grade level indicator. This index measures how much education a person needs to understand the text.

When it comes to delivering a message, these experts tell us to remember the adage that if a fourth grader can understand it, you’re probably on the right track. Why? Because every time you communicate about your brand, you are competing with hundreds or thousands or millions of other articles on one page or display – do not consider your copy as homework.

Related: This is not you, this is your story: Why branding is important

3. Ignoring customer experience

You may have a beautiful website and the most amazing social media posts, but if the customer experience with your brand looks superficial and better (without the material) you will lose more than you won.

Implementing systems that solve customer service problems quickly, making the buying experience enjoyable and making the post-purchase experience even better, are ways to ensure your expansion is successful. At the end of the day, if a consumer enjoys doing business with a brand, they are more likely to continue to engage.

A bad customer experience not only means that a customer is lost, there may be five people who say that person or thousands of people who see that person’s reviews on Google, Yelp, Trustpilot, Amazon and elsewhere.

Related: How to optimize your branding

Do not guide customers through your changes

Your business may need change, but if you curate exactly how it is communicated to your customers, it will reduce confusion and disconnect from your brand. Being active and thoughtful about your expansion and how it is viewed can also include asking what your customers think. Ask for their help in choosing a new logo, name, slogan, packaging, etc.

Social media is ideal for involving your customers and prospective customers, keeping them engaged and the experience included. Avoiding these pitfalls can lead to things like branding wisely, being honest with yourself and appreciating your customers, which is great advice for all businesses whether you are expanding or not expanding.

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