Branding 101: The 5 Deadly Mistakes That May Be Hurting Your Business

Branding isn't just the concern of large corporations with an army of marketers and extensive product lines. Think of individuals such as Oprah or Eckhart Tolle. Along with an image of the person, you likely also think about what the person represents and the value that she or he brings to the world. That's the power of a personal brand, in a world where 92 percent of people will trust an individual before they will trust a corporation.

Whether you realize it or not, as a life coach, yoga instructor or another type of heart-based entrepreneur, you have a personal brand as well -- and what you don't know when it comes to branding can actually be hurting your business. A poorly defined or inconsistent brand can have wide-ranging consequences, including weak visibility, a lack of trust and a confusing experience for your customers. The following are five deadly mistakes you must avoid when it comes to your branding.

1. Lack of Clarity on Values

Developing a lasting brand and an effective brand strategy begins with being clear on what your business means and the values it upholds. This is a critical step in building your following, as well over half of individuals determine their loyalty based on shared values. Plus, the clarity you have for your business will be reflected in your name, your website, and everything said and done in the name of your brand. To determine your values and identity, spend some time thinking and answering questions like: what do you stand for, what do you believe in, what is your purpose, why do you do what you do? What is important to you in your life? These answers will help you develop your values and subsequently your brand identity.

2. An Unclear Name

Your name is another major piece of your brand identity that you can't afford to ignore if you want to grow a strong business. Your brand name, whether you incorporate your own personal name or something creative, should reflect both the purpose of your business and the values of your brand. It should not be much of a stretch, if any, for others to connect the name you choose with your brand's reason for existence. Whole Foods is the perfect example of this, attracting health-conscious food enthusiasts with its name alone.

3. Poor Quality Logo

Of all the elements that represent your brand in a visual sense, your logo is the most important and the most prominent. An unprofessional logo could be seen as reflecting a poor-quality business or event, whether it is true or not. On the other hand, a high-quality logo gives you credibility and, when used consistently, makes your brand more memorable. You can check out websites like Fiverr.com or Upwork.com, they have freelancers that can help you create a logo or redesign one at very affordable prices. Fiverr for example, start their pricing at $5.

4. No Visual Identity

Once you have determined what your business stands for, you can start developing the assets and design elements that will come to represent those values. Your logo, colors, design style and images are all part of your visual identity. When this is consistent from your website and your social media pages to your in-person events or retreats, you begin to develop brand recognition and awareness. To help you with this step, check out our Visual Brand Identity Checklist.

5. Lack of a Brand Voice

Looks aren't the only element of your brand that you need to be concerned about. Your brand voice is all about the types of topics that you focus on as an entrepreneur -- as well as the words you use to talk about those topics. With no brand voice, your business can seem disjointed and overly complex. A clear brand voice adds focus and clarity, especially when combined with your design elements.

By avoiding these mistakes, you will be well on your way to creating a strong brand, the benefits of which include stronger, deeper connections with your tribe of followers. And with a great brand in place, your business can successfully withstand the changes of time, products and services as your business adapts and grows -- maintaining a strong following with a deep loyalty to your brand.

If you are not happy with your current branding, if it’s not yet where you want it to be, or if you wish create your brand from scratch, get in touch with us and visit our
Conscious Marketing Solutions page for more details, we can help get you create the brand you always wanted, which will help grow your business by establishing the trust and visual presence needed to grow your business and reach your goals.