Your brand may offer excellent products/services, but if your brand is forgettable, then there’s every chance that your potential customers never get the chance to see how good your brand is first-hand.
Many businesses focus on enhancing their SEO or ensuring they have a presence on social media, but those can really just be thought of as starting points. If the brand uses forgettable elements, then it’s unlikely that the user will be motivated to continue their journey — after all, they’ll have plenty of other options to choose from.
In this post, we’ll run through some of the common mistakes that brands make, as well as offer some solutions on how to avoid them.
Stock Website Imagery
The internet is becoming more visual, and, as such, what your potential customers see when they land on your website is becoming increasingly important.
It can be tempting to use stock imagery when putting together a website since, well, it’s easily accessible and costs nothing. However, it’s important to think about how such imagery is received and perceived by web users. Your visitors won’t see your brand when they look at the stock photos/videos you’ve used; they’ll just see the imagery that they’ve seen countless times before.
Working with a professional photographer/videographer is recommended, since it’ll give you the imagery your website needs to really stand out from the crowd.
Uninspiring Web Copy
Language is important. While your potential customers may be drawn by the visual component of your brand, they’ll likely make their purchasing decisions based on what they read on your website. All too often, brands play things a little too safe when it comes to their web copy. When in doubt, lean away from corporate speak and towards human-led text. After all, that’ll make it a lot easier for your visitors to connect with the message.
Forgettable Marketing Materials
A potential customer’s first interaction with your brand will likely be through your marketing materials, which will appear on social media and your website.
If those are generic and too closely aligned with industry-style templates, then it won’t be too surprising if your brand fails to stand out from the crowd. Working with a creative agency is a recommended strategy for producing marketing assets that can bring your brand to life — and make sure that you make an impression with your customers. With the right experts leading the way, you really can make sure that your potential customers stop scrolling when they come across your brand.
Failure to Evolve
Things rarely stay still for too long. If your brand hasn’t been updated since you first launched years ago, then there’s every chance that it’s becoming forgettable — just not for the same reasons as above. Failure to evolve can get attention, just the wrong kind. It suggests that the brand is tired and past its best, especially when compared with forward-thinking brands that are continually refreshing their visual direction as they grow. The bottom line? If you’re growing, then your branding should be, too.