Common Mistakes To Avoid When Branding Your Business
Branding plays a huge role within your business from the kind of personality and visual style it has to how it attracts and interacts with its target audience. Design-wise, a brand encompasses everything from the most basic thing like a logo, to more complex graphics like colour palette, patterns, photography and other design elements.
With so many little things to consider it can be easy to fall into some simple branding no-no’s, especially if you are doing it yourself.
These mistakes are some of the most common ones I have come across with my clients, and some simple ways to avoid making them.
01. Brand Clarity
Not being clear on your brand internals, and by that I mean your story, values, goals, mission statement and audience. Having brand clarity on these will make deciding on the visual aspects of your brand much easier, and result in an aligned brand.
Do this instead…
Grab a copy of my free brand clarity guide and use the prompt questions to work through the sections. The workbook will help you get completely clear on your business’s foundations and give you a deeper understanding of your audience and how to connect with them.
02. Copying styles
Copying a style that doesn’t suit your brand. Whilst it can be tempting to replicate some of the amazing brand looks out there, choosing a brand identity that doesn’t fit with your business will just confuse the audience you are trying to target.
Do this instead…
Instead of copying another brand pick out the key elements that you like and consider if they fit your brand personality and the audience you are trying to attract. If they do, then research these key elements (Pinterest is a great site for this!) and see what you can find that will add your brand’s own injection of personality to the visuals, e.g. a particular combination of colours, striking font or logo style (horizontal, stacked or circular layout). Placing visual inspiration you collect into a moodboard can make it easier to find recurring themes or colours to build upon.
GRAB A FREE MOODBOARD TEMPLATE
03. Following trends
If you want a brand that is going to stand the test of time then you need to consider how your branding will age. Choosing current trend can make brands seem very ‘now’ but unless you are planning to rebrand relatively frequently it is best to stick to a more timeless style. A trendy design will almost certainly make you blend in and make it harder to stand out and connect with your audience.
Do this instead…
Rather than going for a trend for your branding try and consider which trend elements (a colour, font, design style etc) might go the distance amongst more evergreen options and then try and incorporate this rather than completely leaning into a trend. For instance, if you want to use a trending statement font, try and find a font that shares similar properties e.g. thickness, type of font.
04. Changing brand styles frequently
Your brand visuals are a core element of your business’s identity, through which you attract and speak to your target audience. Not sticking to a style can be really confusing for your customers, making it hard for them to recognise you, and build a trusting relationship with you.
Do this instead…
Often the reason for changing styles regularly is due to shiny new object syndrome. We see something we like and want to incorporate it into our world. If you have brand visuals that fit your brand personality then the you need to create a 1 page set of brand guidelines that you can refer back to whenever you feel your head being turned! If you are changing styles frequently it could also be a sign that you haven’t got brand visuals that fit your business. If this is the case why not take my 5 day brand roadmap challenge.
TAKE THE BRAND ROADMAP CHALLENGE
05. Not using brand guidelines
A brand style guide is the file that details all the visual elements of your brand, from colours and logos, to typeface hierarchies and patterns. It tells you what to use where and when. It’s basically a user manual for your brand and will help to keep your visual look consistent and cohesive. Having a brand guide, or creating your own, is a key way to keep your visual look consistent and cohesive which will in turn will keep your brand memorable .
Do this instead…
Get my free brand guidelines page template and organise all your brand visuals in one place for easy reference and consistency.
GRAB THE FREE BRAND GUIDELINES TEMPLATE
06. One logo
Only having one logo variation. By doing this you are actually limiting the versatility of your brand. Remember that you will use your branding over a variety of touch points such as website, social media posts, packaging, etc, and these places will need different layouts to work.
Do this instead…
Having multiple logo variations allows you flexibility and stops the brand from feeling repetitive. If you have created your own logo think about how you can style the logo differently using the same elements - for instance if you have a long horizontal logo you could create a stacked version.
07. Using a shop-bought logo
Off-the-peg logos can seem like a fix but chances are if you have bought so have other people! Your logo is usually the first impression and interaction anyone has with your business. It needs to represent your business in every way as well as visually attract your target audience.
Do this instead…
Working with a designer can feel like a big investment but the benefits far outweigh the initial outlay and will help you grow your business quicker and target your ideal customer more easily. It can also help your business be more memorable and help you feel more confident and professional. I offer quick brand design solutions and flexible payment plans to help businesses take that first step.
So there you have it, the most common branding mistakes I see as a designer. Let me know in the comments if you are guilty of any of these!! And remember all these mistakes are fixable! If you need help with your brand, why not book a call with me.
