Identifying and avoiding key branding pitfalls.
After many years’ experience in brand communications, we have been able to compile a list of what we refer to as the...
Seven Deadly Sins Of Branding Study them carefully because one or more of these may apply to your brand and could be costing you dearly in terms of dollars, sales and visibility.
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BRAND
Pride
1
1. Brand Pride
Believing that your company has no equal, and that you’re at the top and no one can touch you. When you believe that you have reached a level where competitors’ strategies do not affect your sales, you are very vulnerable. This is when you need, as we call it, a dose of humility. The fact is you will always be vulnerable, so you will always need constant brand innovation and feedback to stay grounded in reality.
C opyright 2018, Lopez-Bonilla Resources, LLC
lbrdesign.com
BRAND
Greed
2
2. Brand Greed
Failing to allocate the resources necessary to communicate your brand messaging to your audiences positively and consistently.
Your competitors’ strategies will take advantage of your lack of position in the market place. By allocating the resources to develop and execute appropriate strategies and tactics, you can be sure you are presenting your offering of products and/or services in a compelling consistent manner.
Copyright 2018, Lopez-Bonilla Resources, LLC
lbrdesign.com
BRAND
Envy
3
3. Brand Envy
Arriving at a position where you underestimate the true value of your competitor’s equity in the market place. Never underestimate the competitor’s brand equity and value in the market place. You are vulnerable. Your customers are vulnerable.
C opyright 2018, Lopez-Bonilla Resources, LLC
lbrdesign.com
BRAND
Wrath
4
4. Brand Wrath
Responding in an angry or disrespectful way to what your customer is saying.
Keep your eyes and ears open to customers responses and actions. Take a healthy view of what they’re saying and doing. Understanding your customer’s opinions and taking action will provide growth opportunities for your brand. There is something to be said for the “Customer Knows Best” philosophy.
Copyright 2018, Lopez-Bonilla Resources, LLC
lbrdesign.com
BRAND
Lust
5
5. Brand Lust
To lose self-control is to develop what we call brand lust. Strong brands exercise self-control to stay focused and true to their mission. It is not about getting
caught up in how great you think you are, but more about how you really add value to your customers.
Failing to manifest the true value of your ideas to your customers. Realize when your ideas are not fitting the market. Don’t just push the
ideas because they’re your ideas, but tighten up your belt and exercise some self-control.
Copyright 2018, Lopez-Bonilla Resources, LLC
lbrdesign.com
BRAND
Gluttony
6
6. Brand Gluttony
Don’t over extend yourself, because when you do you fail to deliver on your brand promise.
The old saying, don’t bite off more than you can chew, probably is as true here as ever. Let’s face it, every company wants to grow. However, that growth needs to be aligned with delivering on your brand promise. If you grow too fast, or without purpose and strategy, you dilute your efforts in the marketplace and potentially lose customers as a result.
Copyright 2018, Lopez-Bonilla Resources, LLC
lbrdesign.com
BRAND
y Sloth
7
7. Brand Sloth
This occurs when you assume that a new branding initiative will solve your brand problems. Every company has inherent flaws in their products and services and needs to be proactive in fixing those problems before implementing a branding initiative that will do nothing more than highlight those problems. When you have an automobile that has a rusty surface that needs to be treated and you paint over the rust, that’s a temporary fix. But the rust will come through eventually. Well, the same thing is true with a branding initiative. You have to fix those problems first before you exercise a branding initiative that will do nothing more than enhance those negative qualities. Fix your problems and then put in place strategies and tactics to implement a solid branding initiative.
Copyright 2018, Lopez-Bonilla Resources, LLC
lbrdesign.com
If you want us to help you identify how you can avoid committing some of these branding sins, please contact us.
"Ready for a Brand Checkup? We'd be happy to assess and discuss your current branding efforts in person or on the phone. Call us today to schedule your Brand Checkup and discover where you may be losing opportunities, profits and customers."
502-558-2904 Lopez-Bonilla Resources, LLC has over 38 years of experience in brand design. We are located in Louisville, KY. Scan the QR code below for a close look at our work.