Did you know that according to a report by Edelman Trust Barometer, 81% of consumers need to trust a brand before buying from it, and 60% of people say they’ll avoid a brand they don’t find authentic?
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Now, I would like you to think about that for a moment. Oftentimes, when we speak of branding, many small business owners are always quick to think branding is just about having a logo or a fancy Instagram feed, but it’s much more than that. And because they don’t know this, they unknowingly harm their brands without even realising it.
When we talk about branding, it goes beyond logos and colours (those are part of the broader components); it is the reputation your business carries. That is, what people think and feel when they hear the name of your business. And when it’s weak or confusing, people won’t trust or buy from you.
The truth is that if your business is struggling to attract loyal customers, it may not be your marketing; it might be that there are certain branding mistakes you’re making that are silently driving people away. So, in this post, I will highlight some common branding mistakes that may currently be hurting small businesses (especially in Nigeria) and how to fix them.
1. Inconsistency across platforms
One of the most common brand mistakes people make is inconsistency. One day, your Instagram page looks elegant and professional.
The next day, your Instagram feed is full of gossip and memes. Inconsistent branding confuses customers. It makes it hard for people to recognise or trust your business.
Be clear on the feeling you want people to have when they visit your platforms and then stick with them across all your channels (Instagram, WhatsApp, Jiji, flyers, etc.). The kind of feeling you’re aiming for people to have is what will define the kind of visuals you use, the tone you use in your messaging, and also the colours you use in your visuals.
2. Copying other brands blindly
It’s okay to admire big brands, but copying them can kill your uniqueness. Customers can smell inauthenticity quickly. People want to do business with you; that’s why they came. If they wanted to do business with the other business, they would have gone to them.
So, find what makes you different. Highlight that in your content, packaging, and communication. Authenticity attracts loyalty.
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3. No Clear Strategy
For many business owners, when they hear about attracting customers, all they think about is posting as many “come and buy” posts as possible.
But what they fail to realise is that doing business is just like “toasting” a woman. You don’t just ask her to marry you the moment you see her. No!
You take your time to build up her interest in you. And when you’ve built up that interest, you ask her out on a date and from there, you can gradually lead her to the point where you can confidently ask her to marry you.
In business, what builds people’s interest in you is the story you tell them and how you engage with them. People connect with stories, not products. So, a big part of your strategy should be to tell stories that people love and want to hear more of.
4. Poor customer experience
Your branding is not only what people see. It’s how they feel when they interact with you. When people send you a message, do they have to wait for one month to get a response, a few minutes, or instantly?
Your customers are humans. Make them feel appreciated, and they will come back again and again.
5. Thinking branding is just a logo
Another mistake many small business owners make is to think branding ends once they design a logo. But unknown to them, just like you can’t say the face is the whole body, a logo is just one element of their brand.
In fact, it is the personality behind the brand that gives life to the logo. Without it, a logo is just decoration.
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Concluding Thoughts
Branding isn’t just something “big companies” do. It’s what every business that is open to customers must pay attention to if it wants to grow.
In this post, we’ve highlighted some common mistakes that, if you fix them, you’ll start seeing improvements in your results. I leave you with this as food for thought: “Marketing might get people to notice you, but branding is what makes them stay.”
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