Building a brand is no small feat. It requires time, creativity, and a deep understanding of your audience. But maintaining that brand? That’s an entirely different challenge. Even the most successful companies have faltered, sometimes so spectacularly that their once-beloved brands have become cautionary tales. If you're a small business or an established company working with a branding agency in Phoenix, understanding the pitfalls that can erode or outright destroy your brand is essential.
This blog covers the most common mistakes that can destroy brands, supported by real-world examples, and offers actionable advice to help your business stay on the right track.
Why Strong Branding Matters
Before we dive into what destroys brands, it’s important to understand why strong branding matters in the first place. A brand is much more than a logo or a tagline—it’s the emotional connection your customers feel towards your products or company. A strong brand fosters loyalty, drives sales, and sets you apart from competitors.
Now that we’ve set the stage, here are the landmines to avoid if you want your brand to thrive.
1. Lack of Consistency
The Problem
Consistency is the glue that holds a brand together. This applies to visuals, tone of voice, and customer experience. Without it, customers may feel confused or disconnected, and their trust in your brand could wane.
Real-world Example
Consider Gap’s logo fiasco in 2010. The company abruptly changed its iconic, widely recognized logo to a more modern but generic design. The backlash was swift and severe—customers felt alienated by the sudden departure from a design that had represented the brand for decades. Gap ended up reverting to its original logo after just one week, but the damage to its reputation was done.
How to Fix It
Maintain uniformity across all brand elements, from packaging and social media posts to customer service interactions. If you’re working with a branding agency in Phoenix, ensure they understand your brand’s identity and values before making radical changes. Test large-scale updates with your audience before a full rollout to gauge their response.
2. Losing Sight of Core Values
The Problem
Brands often lose their direction when they stray too far from their core values—what made them resonate with consumers in the first place. This misstep can make a brand seem untrustworthy or inauthentic.
Real-world Example
Remember when Pepsi released its 2017 ad featuring Kendall Jenner? The commercial was meant to promote unity but came across as tone-deaf and trivialized real social issues. Critics pointed out that it starkly contrasted with Pepsi’s typically relatable and lighthearted branding.
How to Fix It
Internalize your brand’s core values and ensure every campaign aligns with them. Don’t jump on trends simply to appear relevant; instead, identify and focus on causes that genuinely match your brand’s ethos.
3. Ignoring Customer Feedback
The Problem
Your brand exists to serve its customers, yet ignoring their opinions can be a quick way to destroy that relationship. When customers feel unheard, they’re more likely to take their loyalty elsewhere.
Real-world Example
Netflix found this out the hard way in 2011 when it announced the split of its DVD and streaming services into two separate brands—Netflix and Qwikster—without consulting or informing its customers. The reaction was overwhelmingly negative, and Netflix not only lost a significant number of subscribers but also had to backpedal hastily.
How to Fix It
Be proactive about collecting and acting on customer feedback. Use surveys, social media polls, and focus groups to better understand how your audience feels about upcoming changes. Your audience should feel like a valued part of your brand’s evolution.
4. Poor Crisis Management
The Problem
Mistakes happen, and brands are no exception. However, how a brand handles a mistake can be just as impactful—if not more so—than the mistake itself. Poor crisis management can result in long-lasting reputational damage.
Real-world Example
United Airlines demonstrated this when a video went viral in 2017 of a passenger being forcibly dragged off a flight. The company’s initial response was defensive and lacked empathy, which amplified public outrage. United later tried to correct course with apologies and policy changes, but the damage was already etched in the public’s memory.
How to Fix It
Prepare for crises with a solid response plan that can be enacted quickly. Prioritize empathy and transparency. Acknowledge mistakes, take responsibility, and outline how you’ll make things right.
5. Overpromising and Underdelivering
The Problem
Customers expect brands to deliver what they promise. When expectations aren’t met, disappointment can lead to frustration, and frustration can lead to lost trust and negative reviews.
Real-world Example
The Fyre Festival debacle is a textbook example of overpromising and underdelivering. Marketed as a luxurious, star-studded festival on a private island, the reality was a poorly organized event with minimal resources. The fallout was catastrophic, damaging not only the festival organizers but also companies and influencers associated with its promotion.
How to Fix It
Be realistic and transparent in your promises to customers. If you’re launching a new product or feature, test it rigorously before making public commitments. Always align your marketing material with what you can deliver.
6. Neglecting Market Trends
The Problem
Failing to adapt to evolving market trends can make a brand stagnate and fall behind competitors. This is particularly dangerous in industries like technology, fashion, and entertainment, where adaptability is crucial.
Real-world Example
Kodak once dominated the photography industry but failed to adapt to the rise of digital cameras and smartphones. Its reluctance to innovate cost the company its market leadership and ultimately led to bankruptcy in 2012.
How to Fix It
Stay informed about emerging trends in your industry and use them to guide your strategy. If necessary, partner with experts like a branding agency in Phoenix that can advise you on how best to evolve while staying true to your brand identity.
7. Disrespecting Customer Privacy
The Problem
Brands that mishandle sensitive data or appear careless about customer privacy can lose consumer trust in an instant. With data breaches becoming increasingly common, respecting customer privacy has never been more critical.
Real-world Example
Facebook (now Meta) faced massive backlash during the Cambridge Analytica scandal, where millions of users’ data was improperly harvested. The incident caused a PR nightmare and raised serious questions about Facebook’s practices.
How to Fix It
Invest in robust data security measures and be transparent about how you handle customer data. Clearly communicate your privacy policies and seek consent where necessary.
How Strong Brands Recover
Mistakes are unavoidable in business, but how you bounce back matters most. The best brands recover by acknowledging their errors, taking corrective action, and reaffirming their commitment to their customers.
If your brand is at a crossroads or you’re unsure how to regain your competitive edge, consulting a branding agency in Phoenix could give you the expert guidance you need to rebuild and reestablish trust.
Build a Brand That Lasts
Every brand has its challenges, but avoiding these common mistakes will help you build a business that stands the test of time. Focus on staying consistent, listening to your customers, and aligning with your core values.
Want to ensure your brand remains strong and relevant in an evolving market? Partner with experts who understand branding from every angle.