There is a lot of advice regarding what we should do when developing a brand. But sometimes it’s just as important to look at what not to do. Here are some of the common mistakes to avoid when creating or refreshing a brand.
Mistake 1: Mimicking your competitors
It is essential to understand your competitors. To understand what defines those brands and how they carve out their positions in the marketplace. But we need to be careful. It’s too easy to get enamored by a successful competitor. That can lead to adopting some (and even all) of what makes their brand unique.
When that happens, it creates confusion around your brand. Plus there is also the likelihood that prospects will end up viewing you as a lesser alternative. After all, if prospects see that your brand is incredibly similar to an established competitor they will opt for the brand that they already know and trust.
Mistake 2: Limiting your thinking
It’s natural to think about how your brand fits in the world today. But if you stop there, you could easily be rethinking your brand at the first shift in the market.
Great brands take a long view, thinking about how they are going to be relevant today as well as tomorrow. Brands that take this…
