3. Inconsistent Branding
Inconsistent branding across various platforms and marketing materials can lead to confusion among your audience and dilute your brand identity. Consistency in branding, including logos, color schemes, tone of voice, and messaging, is crucial for building brand recognition and trust.
A notable instance of inconsistent branding was seen with Gap’s logo change in 2010. The introduction of a new logo, which was drastically different from its well-recognized blue box logo, led to customer backlash. The inconsistency with their established brand identity confused customers and was perceived negatively, forcing Gap to revert to their original logo within a week.
Develop a comprehensive brand guideline that outlines your brand’s visual elements, tone, and messaging. Ensure that all marketing materials, from your website to social media posts and print advertisements, adhere to these guidelines. It’s a good idea to regularly review and update your branding strategy to maintain consistency and relevance but make any changes gradually and in line with your established brand identity to avoid alienating your existing customer base. Pro Impressions Marketing members get a Brand Identity and Style guide as part of their onboarding process. We, the dental office, magazines, or community events, can use this document to make sure all branding is consistent and used properly.