Branding Mistake Examples Done By the Big Brands Part Two
One can imagine that this slogan was not a great success in China, where ancestors traditionally enjoy great respect.
The most important finding? There is no one size fits all solution to global branding. Each case is unique. What works well in one country can turn out to be a disaster for your brand in another. If your brand should be represented internationally in the future, you should sound out possible problems early and prepare the cultural adaptation of your message.
#3 Use Messages That Don't Accurately Describe Your Brand
Far too many brands are advertised with messages that are either vague, completely exaggerated, or that simply don't convey an accurate, unique brand image.
If you want your brand to stand out from the competition, you shouldn't rely on the same buzzwords everyone else is using. Identify and highlight the feature that makes your product such as poster or banner printing or brand unique. But don't overdo it - unless your product or service is revolutionizing the industry, you should avoid the word "revolutionize" in your brand message. Find something unique and applicable.
If you can't or don't want to hire a professional to write your copywriting and take matters into your own hands, stick to the old rule: focus on benefits, not features.
For example, if I wanted to sell a great new snow shovel, I could tell you that you can shovel a lot more snow with it - that's the feature. I would probably sell more shovels if I showed you the advantages my shovel has for you: You can sleep an hour longer in the morning because you can shovel your car out of the snow twice as fast with this great shovel - that's the advantage.