6 Mistakes Most People Make When Creating a Brand

This month while were contemplating just how deep (and where) your niche should be... the question of branding may just come up. That's my thing, as many of you know. I love the challenge of helping a coach really lock down just what they're here to do, and then come up with a name for it.

I used to do this for brands like Twinkies and Colgate toothpaste... but boy, I'm much happier doing it for a pack of life coaches with missions!

Should you be thinking that way, here are some ideas about mistakes folks make when digging into the question of just what to name their brand.

1. The brand is too clever.

They approach a brand as if should be just a clever set of words that's memorable. Actually that's products that get advertised on TV that have to be memorable. Brands that promote services and companies online a primarily read medium - have to be distinct and very, very clear.  Memorable and catchy aren't as important as having a powerful benefit.

Example of Good Brands: The Retirement Revolutionary, Creative Songwriter, Mid-Life Heroine


2. The brand is non-specific.

They have no sense of their niche. What sets them apart who, specifically, are they here to serve? They're afraid to tailor, trim, cut and refine their offer to really hook into a specific market. And they have to do a complete competitive search of the marketplace to do that.

Example of a Good Brand: Speaker Fulfillment Services


3. The brand is blah.

Yes, you want to have appropriate clarity and simplicity if you're filling a niche no one else is. BUT & if you're in a crowded marketplace you probably want to stand out on the basis of your personality especially if you're selling coaching, self-help books, any kind of service that relies on personal interaction. So the brand has to be sexy, and have some cache.

Example of Good Brands: The Comfort Queen, FlyLady


4. The brand has no real benefit.

A brand has to at least start the conversation with the reader about great benefits. And that benefit (usually one) has to be specific, direct and clear. Don't be afraid to be simple here & and think in terms of the audience it serves and what THEY would perceive as benefit. Keep in mind the brand can suggest the benefit and it can be further explained in a USP or tag line.

Example of Good Brands: Coaching Toys, Escape From Cubicle Nation


5. The company is juggling brands.

Their brand does not get repeated in all of its various forms from context to context. In other words, create one basic brand and then find subtle variations as you move from one area of your business to the next. It's OK to be simple, even if seems boring to you. Everyone else knows less about your company they'll appreciate your simplicity.

Example of a Good Brand: Get Known Now, Get Known Now Blog, Get Known Now Unplugged Podcast, Expert Status Ezine (it's OK to have one variable just to keep things interesting)


6. The Brand has no USP.

Every brand needs another line that follows it as explanation often called the tag line, or USP (Unique Selling Proposition) in advertising. But most brands go without when small biz owners dream them up. I'm here to say that the USP is a powerful way to set yourself apart. Go for it!

Example of a Good Brand + USP: HowMuchJoy.com -- Learn Your Purpose. Live Your Joy