When you think about great branding, Coca Cola’s distinctive red and white lettering, Nike’s swoosh and Adidas’s three stripes likely come to mind. But as a small business, imagining the level of investment that’s gone into these iconic images can make the thought of undertaking your own branding initiative seem overwhelming.
It’s actually easier to do than most imagine. Just make sure to avoid some common pitfalls and branding mistakes.
Here we are, sitting poolside at a beautiful tropical resort. In the background, a gentle waterfall creates just enough ambient noise to calm our nerves. The palm trees are swaying and the only use for an umbrella is to shade the mid-day sun or, in miniature form, to adorn a frozen cocktail. What does this have to do with marketing?