10 Ways to Kill Your Brand
Here, I will share how companies of all shapes and sizes can quickly destroy their brand, confuse customers, and shrink their bottom line. Throughout my 20+ years as a graphic designer, I’ve helped many companies build a strong brand, and effectively control their company’s perception in the market. And, I’ve also seen (and still see) companies who deviate from their brand strategy, and wonder why their message is not coming across clearly to their customers. Read on.
1. Company culture doesn’t align with your brand. From the attitude of your employees to the company’s overall vision and values, every point of contact with your customer must reflect your brand.
An example: Sam’s Gift Store wants to stand out as the most friendly, customer-oriented place in town. But, when a customer walks in the store, she notices that the salesperson is glued to her cell phone, and is not interested in helping her.
Another example: Speedy’s Pizza is well known for delivering pizzas within 10 minutes or it’s free. But, if you visit their website, it takes 5 minutes to load the home page.
2. Neglecting to educate your company’s employees/stakeholders about your brand, and promise to your customers. It’s one thing to do your research, consult with professionals, and determine your brand and company’s story. It’s another to communicate this strategy to the team responsible for reinforcing this message to customers and vendors everyday.
3. Create marketing tools independent from one another. Use different color palettes, typefaces, design elements, and copy tone for each marketing piece to create inconsistency and confusion for your customer. If you spread out all of your marketing tools on a table, do they all have a similar message, look, and feel? Or, will your customer be asking who you are, and whether you are a new company?
4. Ignore feedback from customers. Brands evolve along with customers’ needs. What may have worked 5 years ago, may not be successful today. Constantly solicit feedback, address concerns, and incorporate this information into your brand. Sometimes you are too close to your product or service, and what you may think is obvious, hasn’t come close to becoming clear to your customer. So, ask questions! Great brand strategy balances customers’ thoughts and emotions with facts and research.
5. Make it difficult for the customer to give feedback and suggestions. Whether it’s an 800 number, a poll on your website, or a simple contact form, make it easy for the customer to share their experiences with your company.
6. Create a marketing tool that is beyond your brand. I know it’s tempting, but don’t throw your brand image out the window because you want to do something different. It’s okay to do minor updates to your brand over time; in fact, you should, as mentioned in #4. Freshen up your brand by adding a color or two to your existing palette, or another design element to your layouts. But, don’t go off the deep end with a completely new look just because you are tired of being consistent. This will confuse customers, and destroy the brand you’ve taken so much care to build.
7. Make a change that will affect your customers without consulting and informing them. Whether it be a new ordering process, or a new pricing structure, it’s vital to gather feedback from your customers, vendors, and internal team. Formally or informally surveying a select group before making the change is a smart move. Once feedback is reviewed, then determine the best way to communicate this change to your customers.
An example: Netflix’s recent announcement of their new pricing structure for DVD’s and streaming video, which doubled most subscribers’ monthly rate. To date, Netflix has allegedly lost over 1 million subscribers, due to their inadequate communication with their customers, and lack of sufficient warning of the change. Netflix has been forced to do damage control. And, recently sent out a detailed explanation and apology in order to regain customer confidence and faith in their brand.
8. Allow non-creatives to “customize” their own marketing tools. This applies to both printed materials and web-based communication. Allowing salespeople or other internal employees that do not have a design or marketing background to edit or create their own marketing tools, is a disaster waiting to happen. Logos can be sized disproportionately, type can be unreadable, and graphics inappropriate. The list is endless. You may think you are saving money by not hiring a designer to customize, but in the end, is it worth risking your brand equity and company’s bottom line?
9. Participate in “design by committee” antics. Instead of appointing one point person responsible for marketing and design decisions, allow a group of people to give direction, where all feedback must be incorporated into the design. Too many cooks in the kitchen make for a dish everyone dislikes. In this case, a design which risks deviating from your brand strategy. Gathering feedback is encouraged, but don’t try to please everyone internally. Your goal is to please your customer.
10. Avoid getting involved in your community and events. Support your local community and sponsor local and national events that mirror your company’s values and vision. Create a connection between your brand and the attendees (ideally your customers) of the event.
A brand is your overall promise of value to your customers. It is the emotional connection your customers feel with your product or service. A strong brand is built over time with on-target design and clear communication. Without strictly managing your brand throughout every point of interaction with your customer, it can be easily destroyed. If your company can avoid the tactics above, you will protect and support your brand for many years to come.
















