Three common design and branding mistakes made by NZ SME's

Did you know, that in New Zealand 50% of businesses die within four years of starting? That’s a frightening fact! When Eden Design started over 17 years ago, cheques were still in use, Facebook was only three years old, and Teams Meetings were but a twinkle in Microsoft’s eye! A lot has changed since then, however nearly two decades on, there are some common brand and design mistakes that contribute to a shaky foundation.

Three of the most common brand and design mistakes are:

1. Not knowing your brand value, which means customers won’t either and will hesitate to buy your product or service as a result.
2. Not understanding your target market, which means you will waste time and money attracting customers you don’t want rather than the ones you do want.
3. Having an inconsistent marketing and design approach, which makes it harder for potential customers to remember you and you’ll have to work harder for that sale.

To help establish that solid brand foundation for success, here are three important actions:

1. Know your brand value

What is brand? Your brand is a collection of perceptions in the minds of your customers. These perceptions are formed through the touchpoints between your business and the customer. These touchpoints include things like: how you answer the phone, how easy it is to interact with your business on your website, what words you use to describe your unique business offering, and social media conversations involving your business. You are also the brand. What you and your employees do all add to those positive or negative perceptions – even down to what you wear!

All of these touchpoints collect in the customers’ mind and a perception is formed about your business – whether you like what they think or not. Did you know that within 7 seconds of experiencing your brand, a customer has made a subconscious conclusion about your business? First impressions really do count.

Determining your brand value comes down to fleshing out in writing your brand purpose, mission, values, and the story you have to tell customers or clients. You can then evaluate the gap between what your customers think about you, and where you want to be. And then work out what brand touchpoints need to change to help get you there.

2. Know your target market

Have you ever stopped to find out what customers think about your business brand? There are some “litmus test” questions you can ask your target market to help you work this out. These are best asked by a third-party outside of your company, such as a friend, colleague, or professional, this way you are more likely to get an honest answer.

There are three questions you can ask your existing and potential customers:

1. Can you identify this company? – This is a visual exercise. Cover up your logo on your flyer or website and show the marketing material to them. If they quickly identify it as your brand without hesitation, it means your brand look and feel is unique enough and there is awareness of it in the marketplace already.
2. What services or products are you aware of that our company provides? – Those they mention first will be those that are top of mind and are potentially marketed the most by your company. Those they don’t mention are those they likely have not heard about enough, which means a lost sales opportunity.
3. If you were to recommend our company, what three descriptive words would you use to describe our service or product? – The collective common answer here will give you some insight into what they value most about your business.

There are many other questions you can ask to help build your understanding of your target market. Gaining insight into your market through qualitative and quantitative research can be invaluable. It could be the difference between business growth and business stagnation.

3. Be consistent in with your brand, communication, and marketing

There’s a wise saying that says, “Be faithful in the small things.” What does consistency look like for your brand? It’s the consistent use of your logo and visual elements, the recognisable colours that represent your brand, the messaging that makes your company unique, and more. Consider conducting a brand audit on all your brand and marketing communications, both online and offline.

Even your marketing and sales are so closely intertwined with your brand, that you cannot NOT understand your brand in order to effectively sell your product or services. Having a clear marketing plan that outlines what, who and where you need to market to will focus your time and attention on those activities that build your brand and gain sales. It also gives you purpose and direction to then say yes or no to opportunities that arise, saving you time and money by avoiding marketing initiatives that do not align to your target audience.

Why do brands need a refresh?

The business landscape is changing all the time. New competitors come, technology is moving fast, and company culture changes and evolves over time. Some reasons to refresh your brand and marketing may include:

• Looking to grow or reach a new target market or attract investment – view example .
• No longer attracting the customers you want – view example .
• Customers don’t know all the services you provide, or you find customers going elsewhere for a particular service, not realising you also provide that service.
• Expanding or opening a new branch or store – view example .
• A lack of current brand value which affects the future sale of your business.

Where are your brand gaps?

Here is a simple checklist to help you:

• Do you have brand and writing style guidelines?
• Can you list who your target audience is? How do they think? What’s important for them when purchasing from you? Who is NOT your audience?
• Do you have a unique elevator pitch? If you met a potential client in an elevator,could you compel them to want to know more before the elevator doors open?
• Do you have a marketing plan? Do you know what, where and who you are
• marketing to each day, week, month?
• Are all your print and digital marketing communications consistent and look like a family?
• Does your website work for you by bringing you business? Where does it fit into your sales funnel process?

Parting thought

We realise there are no guarantees in business, and sometimes business just throws some curve balls. But there are some things you can control. By being purposeful and intentional with your brand, marketing and communications, it will benefit your sales, and you will establish that secure brand foundation to not only survive, but to thrive – well beyond any 4-year statistic.

Hannah Faulke is the Creative Director of Eden Design .

View this story in full via NZ Entrepreneur Magazine website:

https://nzentrepreneur.co.nz/three-common-design-and-branding-mistakes-made-by-nz-smes/