Your brand is the idea or image people have in mind when thinking of you, your products, and/or services. It differentiates your offering from that of your competitors. Branding is important because it not only makes a memorable impression, but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from competitors and clarifying what YOU offer that makes you the better choice. Your brand is built to be a true representation of who you are as a business, and how you wish to be perceived. Here are 3 common mistakes that can harm your brand:

1. Inconsistent Branding

It is essential that your brand be consistent across all platforms. When you create your social media handles, website domain, email address, business cards, make sure they are CONSISTENT. Inconsistent handles and websites can cost money and time when trying to correct past mistakes AFTER the fact. You don’t want to waste your time and money buying new domains or dealing in Twitter handle auctions. Also, in that interim, there are customers that possibly can’t find you. Consistency is key and if not used correctly, sometimes brands fail.

1. No Public Relations Strategy

Branding and PR are not the same. Savvy business leaders know that public relations should begin from Day One. PR is a valuable strategic management tool for creating awareness, establishing brand credibility, building relationships, and yes, sometimes boosting sales. But none of this happens overnight. It takes time, expertise, and strategy.

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One of the biggest mistakes businesses make is when they look for PR solutions only when they are under fire. They do not invest in PR from the beginning of their businesses. This is short-sighted and creates unnecessary stress. Set yourself up for success and incorporate strategic PR from the beginning of your business.

1. Ignoring Bad Reviews

Unfortunately, as wonderful as you work at customer service, every business will eventually receive a bad review. You may be tempted to ignore negative reviews — don’t! This is an opportunity for you to listen to your customers’ feedback and make impactful changes. Customers who leave bad reviews are often looking for a solution to their problem. Consider each review seriously. Customers will often amend their review with a positive update and ultimately turn into loyal repeat customers if their complaint is handled well. Respond to a negative review quickly, give them a chance to be heard, and offer a solution.