There's a law in physics which states that every reaction has some kind of opposite reaction. It seems to apply to top ten lists as well. From the Branding for Dummies book here are the Top Ten Branding Mistakes and How to Avoid Them.
- Thinking of branding as a quick fix. Well. Actually branding is pretty fast in the world of cattle. But branding in marketing comes from the inside of your business out. They're not like the brands that are applied in the Wild West.
- Starting with a weak identity. The visual kind of identity that is. In this mistake you start with a lousy tattoo design and think it's going to get better when it's permanently inked on your body. (Hint: it won't.)
- Forgetting the rule of one. That's right: branding is for hobbits too. No wait, that was the ring to rule them all. It's sort of the same in the world of marketing: don't dilute your brand, your talents and your offerings. Stay focused and do what you do really well.
- Failing to differentiate. Explain to your consumer how you are different and why that's good. Don't make people guess.
- Failing to launch. Forget the pomp and circumstance. Be. Your. Brand. Remember that a brand is a promise to the consumer. Live and breathe that promise.
- Failing to protect and defend. And if it gets to that point I know a really great IP lawyer.
- Believe that what you say is more important than what you do. Do I even need to add a witty remark to this one? Probably not.
- Underestimating the value of consistency. Do you see how they're really hammering home this point? It's possible the top ten mistakes was only really a top five.
- Asking your brand to stretch too far. See also: #3.
- Ignoring brand aging signs. This isn't just a note to aging hippies and VCR owners, but also includes points on company mergers and acquisitions. Perhaps a little too large of a problem for your business, unless you're still making Web sites with frames and flash intros.
