Common Branding Mistakes
Ever since we started carrying our phones around with us, our phone numbers have become more ingrained as part of our identity. Few people would dream of giving their number to a total stranger on the street. But while we’re protective of our numbers in the real world, many people will happily anchor their number to anything online, from social media and shopping to their bank account. Using phone numbers as identity proof online has become commonplace. There are numerous major sites that request or require a phone number in order for users to gain access. Often, phone numbers can be used to quickly regain access to an account after forgetting your password. Here’s the trouble: It’s impossible for sites to verify who’s really at the other end of that phone number. Imagine you need to change your number for whatever reason. If the person who gets your old number tries to activate an account on a site you also use, that website could prompt them to log into an account that already has that number —AKA your account. This is exactly what happens if you try to activate a preexisting phone number on Facebook. What’s worse, just by clicking “Recover my account” and entering the phone number, it’s possible to change an account password and log in over SMS. Instagram, PayPal, and Yahoo are also major sites with this known security flaw. In a March 2019 interview with Krebs on Security, Allison Nixon, director of security research at Flashpoint, revealed she once accidentally hijacked another user’s bank account when trying to activate a new phone number she’d acquired. It’s not just losing control of your phone number that can put your accounts in jeopardy. Through SIM-swapping attacks, fraudsters can steal information from your phone while the phone is still in your possession — not to mention anyone who uses their smartphone for business and has that number listed on their website. With how easy it is to access someone else’s phone number, using them as proof of identity online is about as secure as requiring only a person’s name in order to access their sensitive information. Can I Get Your Number? Stop Using Your Phone Number as Identity Proof
That Can Torpedo Your Company’s Image
The value of a strong brand cannot be overstated when it comes to growing your business. We call adhesive bandages Band-Aids and cotton swabs Q-Tips because those companies excel at creating memorable, trusted brands that consumers can rely on. There’s no recipe for creating a brand so strong that the name of your product becomes common vernacular, but developing a strong, consistent brand is within the reach of every business owner. This is why it’s frustrating to see companies hurt their branding through easily avoidable mistakes. Business owners often deprioritize branding in the early stages of their company, but that’s a dangerous mistake. If a potential customer interacts with your brand and it doesn’t resonate with them, it’s going to be hard to win them back. By avoiding these common errors, you can create a brand that people will support and interact with.
Bland Branding
“Branding is deliberate differentiation,” says author and consultant Debbie Millman. In other words, don’t create your brand by copying somebody else’s. The best brands stand out. Think about the iconic Nike swoosh, one of the greatest logos in business history. There was nothing like it at the time, and there’s little like it today.
Sloppy Copy
Branding is far more than just a cool logo and a flashy website. The words you use to convey your values — and the value you offer customers — are crucial. Bad grammar, weird word choice, and other linguistic faux pas can make you look silly. Make sure you have professional editors look over your copy to ensure it relays the message you want it to.
Platform Inconsistency
Have you ever logged onto a mobile version of a website and wondered if you were in the wrong place? When that happens, it’s because a company hasn’t made the effort to mirror their branding across all platforms. It’s one thing to have an irreverent online presence — look to MoonPie’s Twitter feed for an example — but it’s another to have such disparate branding that you leave customers confused. A great brand synergizes all aspects to create one indelible image for consumers. Share your values, convey clear messages, and provide a professional image. Once you’ve done that, you’re on the road to building a brand that people want to support.
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