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The number one mistake in branding is failing to plan. Your brand will have an identity, whether you manage it or not. I like to start any marketing planning process with three simple steps: assess, optimize, and new. First, you need to critically assess your brand. We have covered defining your brand, developing your brand, and avoiding critical mistakes. These chapters address multiple points that can help you assess where you are at in the branding process. The assessment phase helps you see where you want to go, what may be missing, or what needs to be fixed.
Once your assessments are documented then you can move into optimization. This is where you take steps to add or fix parts of your brand as needed. For example, you are building a new brand. It becomes clear that you need a style guide to ensure your logo is being used properly across all marketing channels. Once you fix things that are working to support your brand, then move into new channels. New brand channels can include things like adding a tagline to reinforce brand promise. They can also include designing brand collateral like giveaways, trade show booths, or web assets.
Speaking of web assets, things like social media pages, blog content, and online press releases are examples of web assets that can support your brand. Now that we are clear on the importance of planning in branding, let's look at another big branding mistake: inconsistency.
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