Hidden in Plain Sight: Your Biggest Marketing Pitfall

Jan 18, 2016 | Advertising, Brand, Business, Content Marketing, Inbound Marketing, Marketing, Small Business, Social Media Marketing, Traditional Marketing

Your products are impeccable. Your customer service is top-notch. Your company values, HR practices, and even your location are all well above average.

But, something has been different lately. Sales are down, even though you haven’t changed or neglected a single tactic. What could be wrong?

Your biggest marketing pitfall may have been right under your nose this whole time. In all of your upkeep and compliance, have you ever stopped to consider your brand’s image?

How the Problem Began

For many businesses, a logo is one of the first things to check off the list. Maybe you whipped something up in Microsoft Word or even hired a freelancer to create a quick, affordable graphic. From there, it was simply a matter of pasting it onto letters, envelopes, and flyers. That’s all you really need to look official, right?

How the Problem Grew

Over the years, you developed more products, offered additional services, made a basic website, hired a bigger staff—you advanced quite nicely. But one thing went unnoticed: your sprawling brand image. That decade-old logo stayed the same, slapped onto mailers, labels, even your Facebook page. It was never reevaluated or tested for its impression on your audience.

But it wasn’t just your logo that projected an insufficient image of your company. Fonts, colors, print quality, and website appearance all played supporting roles. The problem was that you had no guidelines for designs or content. The unspoken marketing philosophy quickly became, “Add the logo, and you’re good to go.” Proofreading and visual checks took a backseat to publishing and pushing.

How the Problem Affected Sales

While nothing looked wrong to you, your audience soon saw a different picture. Your newsletters came with a variety of clip art and fonts. Your Facebook images were random and low-resolution. Your brochures were cluttered with old photos and a handful of font sizes. Thanks to a cheap template, your website displayed a different color palette from all other marketing materials.

All of these “minor details” accumulated into an outdated, disorganized, irrelevant brand image—with so many elements left undefined and unrefined. This spelled instability.

Is There Still Hope?

In a word: yes! It’s never too late for a clean-sweep of your company’s image. You can start fresh with a full, professional rebrand: a new logo, font and size standards, appropriate color palettes, relevant wording, website updates, social media graphics, etc. A skilled designer can create imagery that not only represents your business well, but also connects with your target audience. (Colors, shapes, and fonts can communicate messages on their own. It’s best to leave nothing to chance.)

It may seem like a tall order, but evaluating and updating all brand elements is worth the time and investment. The attention span of today’s audience is decreasing by the day—first impressions are more important than ever. If you’d like guidance or help in creating a credible, effective brand, get in touch with us. We would love to help your company reach its full potential.

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