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Written by
Scott Bair
No one wants to be the next Tropicana.
In 2009, the PepsiCo orange juice giant decided they needed a change. They hired Arnell Group, a design agency, to create a new look for their flagship product. After sinking $35 million into the rebrand and supporting ad push, customers revolted, and the new design was scrapped a month later.
As one angry consumer wrote in an email, "Do any of these package-design people actually shop for orange juice? Because I do, and the new cartons stink."
The rebrand was a failure, and sales dropped 20% after losing the trust of their customers. While they would eventually rebound after reverting to the old straw-in-an-orange logo and packaging, the mistake was incredibly costly.
So, how do you make sure you're not the next Tropicana?
We've compiled a list of 10 branding mistakes to avoid in 2024. Let's dig in.
Inconsistency can pop up in various ways. Across your product packaging, in the tone of your marketing messages, or even in the frequency of social posts. Customers can’t find a rhythm and start to lose trust that you can take care of their needs.
Why does this happen? Businesses often fall into the inconsistency trap when trying to keep up with trends or appeal to different segments without a clear strategy. They throw a bit of everything at the wall to see what sticks and dilute their brand identity in the process.
Building a strong, cohesive brand identity requires consistency. It tells your customers, “Hey, we know who we are, and you can trust us to deliver the same experience every time.” It fosters recognition, trust, and loyalty.
That doesn’t mean just having the same logo on every platform (though that’s part of it). You have to ensure every interaction with your brand speaks the same language. It should all come from the same place.
Nothing kills a brand quicker than a lack of clarity. You need to know exactly what you do, how you do it, and what the world will look like when you’re done.
Imagine going to a dinner party, and someone asks what you do. If you start with “Well, it’s kind of hard to explain, but…” you’ve lost them. Your brand’s message should be easy for them to understand, even in a crowded room.
Your brand identity doesn’t need complex jargon or cover every little detail of your process. It should paint a picture that they can see themselves in.
Without a clear way to differentiate yourself, your brand blends in with the rest, making capturing a customer’s attention difficult.
You need to know what you offer that your competitors don’t. This doesn’t need to be new tech (though it could be). It could be as simple as:
The best way to stand out? Be the only one. Look at what everyone else is doing, then do something completely different while remaining true to your core values and mission. Your brand should embody something unique, a promise, or a value proposition that sets you apart and resonates with your target audience.
Your story is what humanizes your brand, making it relatable and memorable. It’s the essence of your brand identity and an opportunity to connect with customers emotionally.
Many brands make the mistake of thinking their story isn’t interesting enough. But it doesn’t need to be interesting. It needs to be authentic. Bill Gates couldn’t have made Microsoft the cool computer company because—no offense meant, Bill—he’s not very cool.
So, they focused on the impact technology can make. You and I can buy that from Gates or his successors because it comes across as a true representation of the people behind the computers.
Sharing your brand story can involve:
Neglecting your story (or failing to communicate it effectively) means missing a crucial opportunity to differentiate your brand. People love stories. They remember them, share them, and want to be a part of them.
Brands that fail to engage with customers and consider feedback risk alienating their audience. Ignored customers feel undervalued and will likely turn to competitors who listen.
You don’t need to implement every suggestion but acknowledge their concerns and appreciate their praise. Find the customer feedback that aligns with your vision, and use it to make better decisions.
Research is the foundation of a strong brand identity. Rushing this process (or skipping it altogether) means you won’t understand who your audience is, what they want, and how they like to communicate.
In the race to get a product or service to market, businesses often overlook market, competition, and self-analysis. They think the product is great and assume everyone else will, too. You know what assuming does.
Take the time to sit in your market for a little while. Learn about the demographics, psychographics, and behaviors of your target audience. Analyze your competitors to find gaps that you might fill.
Most importantly, be introspective. Take an honest look at your brand, product, and team to discover what is possible (and what isn’t).
We get it. Sometimes you don't have the budget to hire Annie Leibovitz for your product photography.
But opting for the cheapest route and using amateurs for crucial tasks can seriously undermine your brand's perception. Amateur designs, photography, or content can reflect poorly on your brand, suggesting to potential customers that your products or services are of a similar quality.
Investing in professional services for your branding sends a clear message that you value quality and professionalism.
For example, a professional logo and website design can set the tone for your entire brand presence. Similarly, high-quality product photos can make the difference between someone clicking the "Buy Now" button or scrolling past.
There are cost-effective options out there that don't compromise on quality.
Platforms like Upwork or Fiverr allow you to hire freelancers who can deliver professional results on a budget.
Stop using the term one-size-fits-all. It's not a badge of honor.
Templates for your website pages are helpful, but in 2024, you have to start thinking about personalized messaging.
Brands that rely too heavily on generic communications risk blending into the background. Everything sounds like an ad, and even though, deep down, people do like being sold to, they don’t want it to be so obvious.
Personalization is a key differentiator in today's market. When you treat your customers like the individuals they are, showing that you understand their needs and preferences, you elevate your brand above the competition.
If it's not working, maybe give it a second.
Frequent changes to your branding or strategy can signal instability and confuse your audience. While adapting and evolving is important, doing so too rapidly makes it hard for customers to form a lasting connection or understanding of your brand.
Brands often mistake pivoting for progress, adjusting their identity, messaging, or values to pursue trends. All that does is alienate existing customers and weaken brand equity.
Stick with a strategy long enough to measure its effectiveness before making significant changes. A consistent brand identity means when you do evolve, it's thoughtful and purposeful, adding value to your brand's narrative.
On the other side of the same coin is ignoring the mistakes you make along the way. Brands that pretend nothing went wrong or try to sweep mistakes under the rug damage their credibility and trust with customers.
Acknowledging mistakes, apologizing, and correcting course demonstrates transparency and a commitment to integrity, qualities that build customer loyalty.
Everyone is going to mess up. Sometimes, it is going to hurt a lot.
But how you handle those mistakes can actually strengthen your relationship with your customers. It shows you're human, too, and dedicated to making things right. This approach builds a more forgiving customer base willing to stick with you through ups and downs because they know you value their satisfaction and trust.
Branding in 2024 is no small feat. It requires courage, insight, and an unwavering commitment to your audience.
It’s also more than just a logo or product. It’s the story you tell, the values you champion, and the experience you deliver. It’s how people feel about your company.
You’ll probably make a bunch of the mistakes we listed above. That’s okay. Just remember to stay true to what makes your brand unique. Embrace that identity with conviction and shout it from the rooftops.
