Branding and human behavior are closely linked. A brand should study human behavior carefully to determine the best way to appeal to their customers and ensure the best possible response. However, sometimes brands make missteps and use tactics that will serve to turn consumers off. Keeping that in mind, here are some common mistakes brands make that you should avoid in your branding campaigns.
Stressing Negative Behavior:
Many ads try to solve problems by pointing out negative behaviors. For instance, a charity that is raising money might start out by pointing out how few people are donating to their cause.
Though this sort of tactic is a common one, it can exacerbate the issue rather than solving the problem by encouraging the behavior they are trying to stop. When people find out that so many people are engaging in this negative behavior, it makes them feel like it is acceptable. Businesses who are trying to counter any sort of behavior are best of not mentioning it when they are trying to promote their cause.
Most companies try to sell their products and services to their customers by bragging. They go on and on about how great they are hoping this tactic appeals to customers. However, studies have shown that people find a more self depreciative tone appealing.
Evidence of this can be seen in successful ads like VW’s ‘Ugly is only skin deep’, Stella’s ‘Reassuringly expensive’ and Avis’s ‘When you’re number 2 you try harder’.
Not Being Distinctive:
Many ads are formulaic. Perfume ads might feature an avant garde romance scene. Car commercials might have a good looking male or female model execute hair pin turns on a mountainside. The problem is, all these commercials blend into one another making it difficult for consumers to remember your brand and what you are advertising.
Studies have been conducted where participants are given a string of letters and numbers and, time and time again, the one that is unlike the others will be the most memorable. Apply this theory to the web design and branding your company does to make your brand stand out from the others.
If you are creating a campaign for your ad, it is important to remember to include some self-depricating elements, to avoid stressing negative behavior and to do your best to stand out from the herd. However, coming up with creative material that follows these guidelines can be difficult. That’s why it’s a good idea to consult an expert.
Lien Design is a design branding agency based in San Diego, CA that can help you create a campaign that will appeal to customers. They use their years of experience to make sure you design a brand that stands out from the competition and makes your company shine. Trust them to help you come up with an ad that will help your business to grow.
Written by ©2018 Lien Design