when you think of big brands, the mind may soon emerge CocaCola (Coca-Cola) bright red and white fonts, Nike (Nike) and Adidas (Adidas) three stripes. But as a small business, such as the identity of the company to invest, to carry out your own brand promotion plan, such an idea, think about it is impossible to know.

but don’t be discouraged. In fact, it’s much easier to carry out your own branding program than most people think. Just as a small company, you must avoid these common pitfalls and mistakes.

1 do not understand the power of the brand. From a customer’s point of view, having a strong brand is clearly beneficial. For example, when people want to buy shoes online, the first thing they think of is Zappos (the United States shoes B2C website). So you also want to have a direct and definite relationship with your buyer.

from the point of view of search engine optimization (SEO), the definition of your brand is also valuable. This is an open secret, that is, Google (Google) like the search results in the order of the brand information, because visitors prefer to click on such a list of brands. More clicks, and customers are more happy, this means that the focus on brand building may produce unexpected benefits in web traffic and popularity.

2 did not establish a clear brand guidelines. Now you know that your company should establish a brand, but what does that mean? Create a brand, you should build at least covers the following specific criteria (and your company where other related fields can also be added to the:

)

logo (including the primary logo, and your company for specific product series and the use of special identification)

brand color

slogan

font design

the language of your brand

pattern

mascot and spokesperson

obviously, this list is not comprehensive. If you feel that you need to have some other features to define your business, add these features to your brand guidelines. But all these are unacceptable. Because without these elements, your brand building will be lack of consistency and direction, so as not to succeed.

3 brand image is too complex. Look at how Coca-Cola’s classic logo has changed since it was first used in 1887. Although the use of the font is slightly different, but after 127 years of use, the original appearance basically no change.

 

original Coca-Cola logo (top) and now logo

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