We always associate the products with the brand names.
When we remember about toothpaste, we directly tell Colgate. We use Colgate as a synonym for toothpaste.
The impact of branding has made us influence the real product on the brand name.
When someone enters so deep into the market, it is very tough for others to enter into that sector, and the same has happened for Colgate competitors.
Branding will not only make people remember your product, but they will also give you the positioning about your product in a particular niche of the market.
Sometimes the same branding will even kill your business if you want to expand your business into a different sector.
The same thing happened with Colgate in the year 1982.
Colgate thought of launching frozen food category with same brand name Colgate Kitchen Entrees.
In the meantime, there was a boom in ready to eat foods, and even Colgate thought of making a mark even into that industry, thinking people will recognize Colgate brand easily.
There was just one big problem for Colgate: their brand.
Colgate was already well-known as a toothpaste brand, and the introduction of a ready-to-eat meal product under the same brand name and logo didn't sit well with consumers.
They were trying to sell food with the same brand name: Colgate which was influenced in the market as toothpaste.
This now infamous example of branding-gone-wrong illustrates the immense impact branding has on how a company's actual products are received.
To help you navigate the challenging process of building a sustainable brand for your company, we've put together a list of common branding blunders to avoid at all costs.
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6 Branding Mistakes Businesses Shouldn't Ever Do!
1. Showcasing Inconsistency On Different Platforms & Mediums
The first and foremost rule of any branding is consistency. When you consistently showcase your product to the people you build the long-term image of your product in front of the consumers which even transcends the trust and belief towards your product.
Presenting a consistent identity to your audience fosters a sense of trust and comfort for consumers.
A company that presents itself inconsistently ends up appearing unprofessional, disjointed, and even untrustworthy.
The consistency of showcasing your products starts with designing your brand elements like logos, taglines, images and visual appearance materials.
Branding doesn't just mean to stick the logo of your product everywhere when you are sharing any information or stick it wherever just possible.
Branding involves the set of color combinations, typography, illustration work, size and shape of tools used and many more which are always similar and match with the identity of the product.
So whenever the product promotion involves it should match with all the set of given variants like color combinations, typography, illustration work etc.
Having a style guide in place is a handy way to make sure you're presenting a consistent, cohesive message in all the places your brand appears.
Think of it as an insurance policy for your brand.
Now let us go to the 2nd mistake,
2. Sudden Changes To Match Latest Trends
Updating yourself with latest design trends and matching with the current market scenarios is healthy engagement towards your consumers, to look fresh and contemporary.
But when it happens with overdose it will even kill the core values of your product in the market.
There's a big difference between modernizing your brand and losing your core identity in pursuit of the hottest new thing.
It looks cool to get updated with the latest waves of the market, but when the waves shift your brand need to face both the weather at the same time will look outdated if not changed.
If you commit too heavily to update your brand every now and then with current waves of the market, you will have to again change when the market waves change or else you look outdated.
You will even lose the core values of your brand and will be difficult for you to regain them back.
As a general rule, use design trends as a source of inspiration, but don't rely on them too heavily when planning your next big redesign.
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Now let us go to the 3rd mistake,
3. Don't Go Too Far From What Made You Successful
When you think about changing your brand structure from what you currently have, that might even hurt with what made you successful.
Be sure that making changes to the brand structure should be convenient and easy to understand for your loyal audience.
Making abrupt changes to your brand might even alienate your already built up audience to recognize your new brand structure and new designs.
There's no better cautionary tale than Gap's now-infamous logo redesign blunder.
In 2010, the casual clothing retailer scrapped their classic square logo in favor of a drastically different, decidedly minimal new direction:
According to a Gap spokesperson at the time, the radical design shift was intended to transition the brand's image from "classic, American design to modern, sexy, cool." Unfortunately, that's not exactly what happened.
When the logo was launched it was poorly accepted by the people.
They started negative feedback in whole social media and then GAP had to come back with their old-fashioned logo itself, which people loved even before.
The lesson: recognize your company's core image and values, and keep them at the forefront of your mind during any redesign process.
Now let us go to 4th mistake,
4. Do Not Attach Your Brand To Wrong things
When it comes to branding it is not about just adding your log and taglines anywhere possible.
It is more about creating value proposition of your brand in the market. Your will have to understand how people are responding to your brand strategy and then make the collaborations.
Connecting with other brands which are cohesive enough to match up with your brand strategy, then it puts up the bad impression for your brand.
When a brand partners with another company or product that doesn't directly relate to or mesh well with their own message, it can seem inconsistent and untrustworthy to consumers.
For example, Disney came under fire in 2009 for releasing Hannah Montana-branded cherries.
With no real connection between cherries and the Hannah Montana brand, it's clear that this move from Disney can be classified as a branding blunder.
Now let us go to the 5th mistake,
5. Global Perspective Of Your Brand
There is a saying - "Think Global & Act Local"
Even in businesses, we need to think global perspective and we need to act locally.
When you are trying to articulate the brand perspective, even if you are currently working only in your country, make sure that you even consider the international scenarios to check whether the same strategy applies or not.
It's still worth knowing if you've inadvertently created an offensive brand message that could make scaling your brand globally problematic.
The best example to give is of Pepsi launched in China with a word-for-word translation of their American slogan: Pepsi brings you back to life.
But when translated word to word it turned out to be the big blunder in China saying,
"Pepsi brings your ancestors back from the grave."
This slogan resulted in the noise with the people and they did not accept the product of the Pepsi and then they had to reverse it back.
The key takeaway? There is no "one-size-fits-all" approach to global branding.
Something that works in one place might spell absolute disaster for your brand in another location.
Now let us go to the 6th mistake,
6. Describe The Real Copy Of Your Brand
When it comes to describing your brand do not just write the fluffy sentences or impressive sentences to just write, rather see whether it suits your product and then use it for your product branding.
If you are using the same copywriting description for your branding, with what others are suing already in the market then people will consider you one among the whole bunch.
When you want to stand out from the crowd find out the unique copywriting descriptions and use them.
When you cannot afford to have the professional copywriters, it is best to go with directly showcasing your benefits of the product.
The best way to compete with other band strategies is to directly compare your benefits with competitors benefits of the products.
But be wary of going over-the-top -- for example, if the product or service you're offering doesn't truly revolutionize the industry, don't use "revolutionize" in your brand message.
Find something that's unique and accurate.
Branding is not for one day or one week or a month, it is the endless process of working to fit it into the market and make our product stand out in the market.
Starting from consistency to matching with people's needs and going further with keeping the old strategies alive and then matching new copywriting descriptions.
These are not only the ones listed but there are many things which most of the brands go wrong and make a blunder in the market.
If you have gone into any such branding mishaps, make sure that you turn it into positivity and please let us know about your story in the comments below.
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