Seven Main Mistakes When Creating a Brand

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Creating a brand is like having a custom-made jacket made. Everyone seems to understand what it is for, what it should look like, and what it is used for, but some brands are catwalk-worthy, while others continue to hang in a dark closet.

Together with Victoria Lymar, Director of Branding and Design at Sichkar Group, we analyze the most common mistakes in branding and see how to avoid them without complex words and large budgets.Subscribe to RB.RU in Telegram
1. “Let’s try it by eye”, or lack of high-quality research of the target audience
Branding is the process of creating the right associations with a company or product in a person's mind. And to understand which associations will hit the target and create emotional connections, you need to "look into the head"

This can be done using different types of malaysia whatsapp phone number research: analysis of reviews and comments on forums and social networks, focus groups, surveys, in-depth interviews.

But often research is perceived as a boring, unnecessary step, and it costs money. Why take measurements for a jacket if you can choose one of the sizes from XS to XL? We already know our usual size, don't we?

In the case of the target audience, it looks like this: "Men and women aged 20 to 55 with average and above average income." That same "one of the standard sizes." With this approach, there is no understanding of the audience's insights, that is, what is important to customers, what they are afraid of, what they are used to, and what makes them happy.

Example #1
When creating the packaging for Linity feminine hygiene pads, an unusual fact was revealed during a focus group. The “super-thin” factor, which we planned to highlight as the main advantage of the brand and around which to build all communications, caused rejection.

It turns out that women perceived "super thinness" as unreliability. As a result, we changed our approach and chose the insight of lightness with the slogan "Easy to feel."

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Example #2
When branding a residential complex that was located next to three park zones, we planned to highlight the proximity to greenery and parks as the main advantage. Everyone's dream, right?

Only during the study it was found that parks cause fear among buyers with children, because “it is dangerous to walk near parks in the evenings.” People are more willing to drive 10-15 minutes to a green promenade area than to worry about themselves and their children every day.