The value of leveling up your brand is obvious. What may not be so obvious are the common mistakes you need to avoid when doing so. This article is part of the series on brand packaging. Today I’ll share the most common mistakes brands make when implementing a branding package. It’s important to be aware of these mistakes so you avoid making them. These blunders cost exorbitant amounts of time and money.
What is a branding package?
Let’s first recap the value of a branding package, a suit of visual assets that represent your business. A cohesive package helps to:
- Boost your image in the marketplace
- Create a cohesive (bucket/suit) of visual assets
- Stand out and distinguish yourself
- Establish a recognizable brand
- Build trust and credibility through effective brand element display
A branding package may include:
*Color palette selection
*Alternate, complementary logos (for various formats)
*Stationery designs (business cards, letterheads, envelopes, etc.)
*Social media tempates
But before you run off and create a brand package, or select one designed for you, let’s go to the flip side and tell you what can go wrong so you know what to avoid.
Common branding package mistakes to avoid
1. Outdated or inconsistent elements
The intent of a branding package is to create a cohesive suite of brand assets that are in line with each other. That’s the main point of the package. So, missing the mark on this is highly detrimental and defeats the purpose of a brand package.
Typically, brand assets are created in pieces. A company may start with a set of visuals, but as time goes by, they change or add assets along the way. Each time they make these adjustments, there’s a chance that something will not align. Thus, the advantage of a branding package, where an entire suite of assets is created together in an intentional process.
This is what makes a branding package effective. It’s a chance to create visual assets in one integrated process, aligning all of them as they are created. This way, each piece is in sync with the other and they form a whole, complete branding story, rather than a fractured one.
2. Choosing a package solely based on price
Price can be the sole determining factor in a lot of business purchases. But not this one. The elements of your brand package will be the image of your business. And unless you plan to keep rebranding in quick succession, the elements will be your business image for a while.
Of course, price will be a factor. But it cannot be your sole factor. Having a branding package designed, or purchasing a software suite of templates, is a big decision. Weigh up all the factors, well beyond the cost.
3. Package elements that don’t match your company reputation/customer expectations
If your business is not new, you’ll likely be creating a brand package as part of a rebrand. With this in mind, the package you select or create, must align with your business reputation and must match customers expectations. For example, if they expect your branding to revolve around the playful, fun brand you’re known for, it wouldn’t be prudent to launch a branding package with serious, corporate tones.If design is ‘off’, the logo and all other visual assets will be off.
We’ve featured brand failures before, but this is even more disastrous when it’s an entire branding suite.When selecting your suite of branding assets, always keep this question top of mind: What makes great branding? Contrary to what you may have heard, effective branding isn’t just design and promotion. It’s connection. Great branding assets connect with your customers and clients.
You need to make a sound decision around your branding package. A decision based on your reputation, image, vision, and company needs. Whether creating a branding package from scratch, or purchasing a suite of software templates, do not rush the process. You’ll be making a series of decisions that can have a massive impact on your stake in the marketplace.