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Whether you’re a startup or an established business, it’s easy to focus on your big-picture goals while smaller, yet crucial, branding details slip through the cracks.
As a business owner, you already know that to be successful in marketing your brand, you have to be consistent with it. It’s not good to use different fonts on different areas of your web pages or to sound totally different in your marketing posts on Facebook than you do on Instagram.
But branding isn’t just about a logo or tagline – it’s about every single touchpoint, from your website to the emails you send. So if any of these elements are outdated, inconsistent, or buggy, the reputation of your brand can suffer.
In this post, I’ll uncover four common branding blind spots and explore why fixing them is essential for your business.
Keep reading to make sure your brand isn’t unknowingly leaving a negative impression with your audience.
Your old landing pages and outdated promotional pages are easily forgotten when you’re excited to share your new offers. Yet they can often be in the background quietly eroding your branding consistency.
Because these pages often serve as touchpoints for potential customers, things like outdated logos, expired offers, and old price points can create confusion in those who see them.
However, if people come across broken links – it can have even more of an impact by leaving a poor impression and so might even cost you conversions.
That’s why regular audits of your landing and promotional pages are essential. Ensure they match your current visual identity, and align with your marketing strategy. Update outdated copy and ensure all the links work.
With a service that specializes in elite web design, you can ensure that your website platform is set up to be as maintenance-friendly as possible. It’s a bit like a spring clean but for your web content, ensuring that every page reflects the current branding and messaging you’ve worked so hard to keep interesting.
Remember, even the smallest details on a forgotten page can leave a lasting negative impact on your audience’s perception of your brand.
Arghhh website tech. It’s one of those fly-in-the-ointment tasks we all have to face as online business owners!
However, it’s essential to keep on top of – because tech issues influence brand perception more than you might realize. For example, pages that load slowly or display awkwardly on mobile devices mean fewer visitors will want to stick around on your website.
As a smaller brand, no leniency will be given to you simply because you’re newer or less experienced in managing a website. For that reason, your website needs to display seamlessly across different screen sizes while also adjusting your image sizes and layouts to fit.
The last thing you want is for someone using a phone to visit your website to be given the same experience they would expect on a desktop computer.
As most web users use mobile devices of some kind now, there’s really no excuse for this.
People come and go from your business team, which is normal and natural in any business. And of course, your ‘meet the team’ page should reflect this.
If you have people that are no longer around, or fail to showcase people who are working there, then this might confuse potential clients.
Keeping team profiles current ensures visitors see an accurate representation of who they’ll be working with, reinforcing transparency and credibility
Plus, ensure all the photos show your team members in a similar way for example, don’t mix selfies with professional headshots. Also, make sure the biographies are written to the same on-brand standard whether that’s professional sounding or a bit silly and fun!
Emails like automated newsletter welcome sequences or order confirmations are often a little ‘set and forget.’ However, they are arguably one of the most important touchpoints for potential customers. That’s why it’s essential to ensure these emails remain relevant and aligned with your brand.
If your email sequences contain outdated messaging, broken links, or designs that no longer align with your brand, you are diminishing the trust you worked hard to build.
Regularly reviewing and updating automated content ensures consistent branding, improves customer retention, and maximizes the value of this touchpoint in building long-term loyalty.
Branding blind spots may seem small, but their impact on your business can be erm, well big!
Inconsistent visuals, outdated information, or neglected pages can annoy your audience and weaken your credibility. Identifying and addressing these gaps – whether it’s refreshing your website, updating team pages, or fine-tuning automated emails – means you’ll be providing your audience with a cohesive, trustworthy brand experience that leaves a lasting good impression.
Remember, branding is more than just logos and colors; it’s about ensuring every interaction reflects your values and professionalism.
Regularly auditing your brand for any inconsistencies or bugs ensures every touchpoint reflects your values and professionalism. This effort improves how your audience perceives your brand and helps build stronger connections which is the foundation for long-term success.
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