Virgin Vodka, Zima, Animée, Budweiser BE, Aftershock Thermal Bite, Qream Liqueur
Branding is one of the most significant parts of a business. It differentiates a business from their competition and lets the customer know what to expect from the product or service. Unfortunately, when a brand strategy isn’t well thought out, a business’ success is susceptible to failure.
Sagefrog Marketing Group took a look at these six failed beverage brands and discovered that when it comes to failed products and services, it often comes down to failed brand strategy. Below are a few aspects of brand strategy that made these promising products flop:
- Not performing enough research and discovery: A competitor and best practices review along with interviews from customers, employees, and business partners can allow a new business to strategically set their products or services apart from the competition.
- Targeting the wrong audience: If a business identifies the wrong target audience this can result in their entire core messaging being off.
- Using the wrong tone of voice: A company’s tone of voice and brand personality directly reflects their brand’s mission, vision and values; serving as the brand’s essence and guiding principles. Choosing the wrong tone of voice often leads to customers not being able to identify with a business’ product or service.
- Choosing the wrong color palette, logo or typefaces: When a business chooses the wrong visual communication, they risk not being appealing to their targeted audience. Often resulting in off-putting brand identity.
Even though a business may have a quality product, these six failed brands are an example of how crucial it is to have a strategic brand strategy in place that is both researched and cohesive in all marketing materials produced thereafter.
For branding and other integrated marketing services, please contact Sagefrog Marketing Group.
