Home Business Insights & Advice Top six mistakes that business owners must avoid while creating their own brand identity

Top six mistakes that business owners must avoid while creating their own brand identity

by John Saunders
2nd Mar 20 12:10 pm

When it comes to creating a business identity, owners need to pull out all the stops to stand out from the crowd. However, this needs to be done strategically, ensuring that all the boxes for creating a proper brand name are checked. Business owners can run the risk of going completely unrecognized and unnoticed if they try too hard to advertise their company. Here are some of the common mistakes that business owners make that eventually drive people away from their company instead of yielding the opposite result.

1. Targeting the wrong crowd

A business may have a strong marketing program going on for itself, but it ultimately will bring no net result if the target audience is wrong. It’s like trying to lure a carnivore with massive amounts of vegetables- it’s never going to happen. It is extremely important for the business owner to first analyze and fix their target audience- who do they want their product or goods to service? When that is determined, a campaign program can be strategized and put into effect accordingly.

2. Being reluctant to take risks

Let’s be real- by now, almost every marketing gimmick has been put into effect- the world has seen it all. A lot of business owners like to play it safe by sticking to conventional modes of marketing. But that will not interest or engage a potential audience. The only way to capture the attention of the target audience is by arriving on the scene as a pleasant surprise. If they are surprised by a new, innovative marketing technique, they will make it a point to take a look at what the business has to offer. It’s a great way to build brand visibility.

3. Claiming that they have it all

At this day and age, everyone is aware that most commodities have become common. So, a brand’s claim that they have something no one else does will do more harm than good to their reputation. Instead of asserting that a brand has something that no one else does, they can focus on how they have adopted and adapted the existing entity and given it a unique twist.

4. Delving in competitions over the price

A lot of brands have the idea that they need to compete with other brands in terms of pricing their product to stay relevant. That is simply not necessary. No one actually remembers low-priced products, but everyone remembers the most expensive one. Also, when you launch a higher-priced product or charge more for your services, you can be sure that you will be working with clients that will be willing to pay you the price that you are asking for. Price your items in accordance with your resources and labor, and not according to the market trend.

5. Not knowing what the people want

You’re creating your business for the people- why would you not do your research and know what they want? How are you going to be sure that your business is going to work that way? Before you finalize the details of your company, talk to potential customers by conducting focus groups and product research groups. Interacting with these real people will help you ascertain what it is that they want. Changing the product or service according to the comments given by the people they are directed towards will ensure that they accept it well post the launch.

6. Spending too much on marketing

Businesses often tend to overspend on their marketing program and drives, but there is absolutely no need to do that. Developing an effective strategy and utilizing the resources at hand judiciously is a far better alternative to just going berserk on the marketing expenditure.

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