Really smart people make some really bad decisions for their brands.
We don't judge; we do, however, educate. Because the world needs less crappy brands.
Here's how to make good brand decisions:
- When in doubt, do NOT make your logo bigger. It never needs to be bigger. Customers care about content. Not logos. The only one interested in your mega big logo is you. So give your ego a rest and resist the urge. It's tacky and, more importantly, it's irrelevant.
- Do not put www in front of your website. We know it's on the world wide web. This is a waste of space.
- Phone numbers with letters are useless. No one dials by letter any more. So the cute little word in your phone number is actually massively inconvenient.
- Your logo does not need to be on every page. See first point. No one cares. Stop spamming your logo everywhere.
- Website sliders are gimmicky. Don't make it hard for people to find content. Put it in front of them. If they have to go find it, chances are they'll just bounce.
- "Like us on Facebook" is the worst call to action ever. It adds zero value to your brand. And, uhm, asking for friends is lame. You want customers to like your Facebook page because they actually like your brand. Just be awesome, and you'll get friends.
- Stop using QR Codes. S-T-O-P.
- Don't give instructions, like "visit our website". If you include a website, it's a given that you want me to visit it.
- Instagram photos should not have your logo on them. Back to points 1 and 4. Stop spamming. It's super unlikeable. (Side note: lifestyle gets likes.)
- Social logos on print pieces are dumb. Social logos should be clickable.
- Drop shadows. Just don't.
- Association and certification logos aren't necessary. We get it, you're proud of your affiliations. And you should be. However, unless your connection with or membership to an organization is the number one selling feature of your brand and your customers value this, do not put them on your marketing materials. Your customers don't care.