You see them everywhere… embarrassing branding blunders. They’re the marketing equivalent of walking out of the restroom with toilet paper stuck to your shoe. Here’s a short “don’t do” list to ensure your brand has a long and prosperous life:

• Don’t copy competitors. How will customers recognize you if you look like someone else? Create distance between you and the competition. Consumers like the company/product/service that is unique, creative and stands out.
• Don’t invent a personality. Your brand should be built around your existing core competency. Don’t select a brand and try to build your company around it. Your brand should reflect who the company is today… the current truth.
• Don’t fail to deliver on brand promise. Don’t promise something you can’t deliver. Enough said.