marketing and communications media are talking about the importance of branding for companies and individuals. Yet with all the emphasis on ways to build a strong, successful brand it’s amazing how a few common mistakes can quickly destroy your brand. I was reminded of this fact while reading a recent article on Ragan.com, “25 ways to screw up your brand,” by Shanna Mallon.
Reading the many blunders she describes, several common threads emerge. A slip-up in any of these key areas can destroy your brand as easy as 1, 2, 3. Here are the three major elements of branding success.
Branding is the way you define your company or product. Creating the proper perception is critical, and is affected by everything from the brand’s name to what market segments you pursue.
Once you’ve identified what makes your brand distinctive, communicate that message consistently to internal and external audiences.
The rapid growth of social media has made it more important than ever to be responsive to customers.
For more details on how these elements affect your brand, see the Viewpoint article “Brand Destruction is Simple as 1, 2, 3.”