Branding Mistakes to Avoid

Building a brand is difficult – there are many mistakes you can make along the way. Whether your brand is a couple years old or a couple months old, everyone can make these five common branding mistakes: 

It has no emotion

Emotional triggers bind customers into a long-term relationship with brands. When customers feel a personal tie to a brand, they find it harder to separate from it. Each brand has an emotional trigger associated with it. Your brand may make your customers feel smarter or slimmer. All of these emotional triggers can be expressed vividly when promoting your brand. Many brands focus too much on the rational and analytical portions of their business. If you hope to focus on creating a personal relationship with your customer, enhance the emotions associated with your brand to create that attachment. 

It is always changing

A brand that is always changing is not really a brand. A brand is meant to be consistent and represent a company. A changing brand means a company is changing and is confused about its future. A confused company leads to confused customers who no longer know if they can rely on the brand. J.C. Penney is one such company that has changed its brand image over the past several years, especially in relation to the everyday low prices strategy that ultimately failed. Maintain consistency with your brand and do not force customers to leave because they do not understand what your company is about. 

It associates with one sense

Most memories are associated with various senses. A spray of Chanel perfume, for example, reminds you of your mother, while chlorine reminds you of childhood days spent at the pool. Brands can also be associated with senses, but most only focus on one sense. In a saturated market, brands need to utilize every sense possible to stand out and be remembered. Many brands have colors associated with them, such as Coca-Cola, while others have jingles, like Progressive. Visually, it is easy to associate different brands, but many brands lack association with sound, smell and touch. To associate with sound, for example, play a certain tune on your website or at the end of every video if you do not have a retail space.  

Its images are clashing

A brand cannot promote one thing yet act on another. If your brand is promoted as a local shop, it cannot also be a global company. Conflicting images can alter the core mission of a brand, leaving customers confused. A brand can evolve as long as the core values of the company remain intact. Maintaining this accordance with your brand image will show that it still has the same tenets, but is adapting to new competition.

5 It is not comprehensive

Brands need to be understood and expressed concisely in just a few sentences. If it takes several pages to define a brand, the brand is unclear. Your brand needs to be comprehensive and express the whole image of your company – values, mission statement and purpose. A developed brand does not need much space to be defined. If you’re having trouble developing a concise definition for your brand, you may need to conduct a brainstorming session on what your brand is. ?

For more business tips, visit SFBWmag.com and click on Knowledge Center under the Departments heading at the top of the page.

You May Also Like

NAIOP South Florida Appoints Officers, Executive Board and Board of Directors for 2022

NAIOP South Florida, a Commercial Real Estate Development Association offering advocacy, education and business opportunities to its members, has announced the following officers for the 2022 Board of Directors: President:

Pride Week Festival Begins With Tribute to Pulse Nightclub Survivor

Miami Beach Pride’s week-long festivities will commence with a special tribute to the LGBTQ+ community honoring the victims of the tragic shooting at Pulse Nightclub in Orlando. A ceremonial “flip

Surfside luxury condo sees notable sales

Arte at Surfside is making waves. There’s, of course, the news that Ivanka Trump and Jared Kushner are renting at the 16-resident luxury condominium. And there’s the December penthouse sale

Up in the Air: A Discussion

In a dynamic region where residents are typically on the move, everyone is wondering about the health of the airline industry and the safety of airports and airplanes. Everyone is

Other Posts

South Florida Yachting Legend Passes

Robert “Bob” Roscioli, an icon in the South Florida marine industry, has passed away. Many recognize the name Roscioli from the widely-successful and world-renowned Roscioli Yachting Center, a full service

Four key steps

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column width=”2/3″][vc_column_text] What a crazy time we are all experiencing. Right now, getting back to basics is most important. It is not and

Pandemic adds to worries about hurricane season

An above-normal 2020 Atlantic hurricane season is expected, according to forecasters with NOAA’s Climate Prediction Center, a division of the National Weather Service. The outlook predicts a 60% chance of

The difference between leading and managing

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column width=”2/3″][vc_column_text] Leadership and management are often misunderstood as one in the same. They are not. Certainly, a good leader should be able

Drew Limsky

Drew Limsky



Drew Limsky joined Lifestyle Media Group in August 2020 as Editor-in-Chief of South Florida Business & Wealth. His first issue of SFBW, October 2020, heralded a reimagined structure, with new content categories and a slew of fresh visual themes. “As sort of a cross between Forbes and Robb Report, with a dash of GQ and Vogue,” Limsky says, “SFBW reflects South Florida’s increasingly sophisticated and dynamic business and cultural landscape.”

Limsky, an avid traveler, swimmer and film buff who holds a law degree and Ph.D. from New York University, likes to say, “I’m a doctor, but I can’t operate—except on your brand.” He wrote his dissertation on the nonfiction work of Joan Didion. Prior to that, Limsky received his B.A. in English, summa cum laude, from Emory University and earned his M.A. in literature at American University in connection with a Masters Scholar Award fellowship.

Limsky came to SFBW at the apex of a storied career in journalism and publishing that includes six previous lead editorial roles, including for some of the world’s best-known brands. He served as global editor-in-chief of Lexus magazine, founding editor-in-chief of custom lifestyle magazines for Cadillac and Holland America Line, and was the founding editor-in-chief of Modern Luxury Interiors South Florida. He also was the executive editor for B2B magazines for Acura and Honda Financial Services, and he served as travel editor for Conde Nast. Magazines under Limsky’s editorship have garnered more than 75 industry awards.

He has also written for many of the country’s top newspapers and magazines, including The New York Times, Washington Post, Los Angeles Times, Miami Herald, Boston Globe, USA Today, Worth, Robb Report, Afar, Time Out New York, National Geographic Traveler, Men’s Journal, Ritz-Carlton, Elite Traveler, Florida Design, Metropolis and Architectural Digest Mexico. His other clients have included Four Seasons, Acqualina Resort & Residences, Yahoo!, American Airlines, Wynn, Douglas Elliman and Corcoran. As an adjunct assistant professor, Limsky has taught journalism, film and creative writing at the City University of New York, Pace University, American University and other colleges.