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GH CITYPRINT Blog

28/07/16
It wouldn’t be an exaggeration to say that your company’s brand can develop into one of its most valuable assets. And, when we talk about your brand, we certainly don’t just mean a logo! Your brand represents everything that your company is about – and your logo can only cover so much of that. Hence, it’s crucial that you carefully look after your brand. Below, we outline various common branding blunders, but also how you can avoid them to keep your own brand in good shape.

Branding on price or quality

Of course, your company should never claim to offer the worst price or quality. However, that doesn’t mean it should instead claim to offer the best price or quality. That’s because it’d be an utterly unimaginative marketing message, and so your brand wouldn’t be genuinely standing out from the crowd. Instead, you should brand on something that your competitors definitely lack – like you! Just consider how strongly associated the Virgin brand is with Richard Branson, for example.

Not living up to your brand

Think of Apple, one of the world’s most powerful brands, and you likely immediately think of reliability and ease-of-use. However, those associations wouldn’t have persisted in the public consciousness if Apple’s products weren’t genuinely reliable and easy to use. If there’s an inconsistency between what your brand says and what your company actually delivers, you will lose trust among your customers. The lesson here is that your business must fulfil its promises.


Too frequently changing your brand message
If your business is new, it’s fine to experiment with a few different brand messages to see which one works best for you. However, once you’ve built a reputation for a particular quality, such as being a pioneer, you shouldn’t suddenly start branding on something different, like friendliness; otherwise, your relationship with your existing customers will be undermined. Here at GH CITYPRINT, we can supply your company with various printed materials on which it can keep its brand consistent.

Being a “me too” company

It might seem logical that, if you emulate the tactics of a much more successful company in your field, your company will thrive as well. However, you are unlikely to find this to be the actual result. That’s because, were you to indeed copy a leading company, you would send out the message that you are a “me too” business that lacks its own unique identity. Therefore, stick with this plan and you would increasingly have to compete simply on price, which is a risky strategy.

Attempting to be uniformly appealing to everyone

Successful brands aren’t necessarily popular with everyone, as they will be catering to very particular types of people – leaving numerous other kinds of people repelled by what the company stands for. Should you develop your brand with the intention of reaching out to everyone, there’s the danger that your message will be diluted and so lose its appeal to your company’s core customers. Yes, the mantra of “be yourself” can effectively apply to brands, too!