Branding mistakes can be catastrophic. Huffington Post blogger AJ Agrawal, CEO and chairman of Alumnify, a developer of alumni engagement software, identifies five common branding mistakes for B2B startups to avoid. The advice is equally pertinent to established companies:
1. You don’t know your target market.
Trying to be everything to everyone will weaken your overall brand. Without knowing your target market you’ll find it extremely difficult to brand yourself effectively. Find your target market immediately and stick to it. This should happen before you start selling.
2. You underestimate the role of your employees.
Your employees have a lot to offer in branding meetings. If the brand is crafted without their input, they’re only playing a part. Let them operate freely on social media. It’s just like allowing your company to build up lots of personal brands under the overall corporate umbrella.
3. You are trying to stick with the crowd.
One of the main tenets of branding is to think about a unique selling point. B2B buyers are unlikely to choose you unless you offer something that they can’t find anywhere else.
4. You don’t stick with the brand.
Remember that a lot of your leads will come across your ads multiple times before they decide to buy. Make it easy for them by sticking to your branding guidelines. You can deviate from your brand sometimes, but you shouldn’t go too far. There’s a fine line you have to tread.
5. You fall into the traps of social media.
Social media is a great brand-building tool, but it can also ruin your brand in a matter of seconds. Avoid departing from your brand, as previously mentioned, and coming into conflict with users. Arguing with a hater will only lead to you coming off worse. It might be hard, but the best option is to ignore them.
