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Branding Mistakes
Brand Building
Brand Strategy
Business Growth
Avoid Branding Errors
ARTICLE #15
Table of contents
The 10 most common mistakes to avoid when building a brand
Branding Mistakes
Brand Building
Brand Strategy
Business Growth
Avoid Branding Errors
Branding Mistakes
Brand Building
Brand Strategy
Business Growth
Avoid Branding Errors
Written by:
6 min read
Updated on: March 28, 2024
Iryna Osadcha
Project Manager
Creative Operations, Project Coordination
Iryna Osadcha
Project Manager
Creative Operations, Project Coordination
So, you have a fancy logo and a few slick posts on social media. Does that mean your brand is sorted? Not quite. Branding isn’t all about pretty visuals and a clever tagline. It’s more about forging a real connection whether that’s in a product planning session or a quick follow-up email.
If your brand doesn’t speak of who you truly are, no amount of pretty design can cover that up. Even if your business has been around for ages, it pays to keep track of how your brand story evolves. It is also important for every business to understand the essentials of branding.
Mistakes happen to us all, but certain ones can completely knock you off course. Below are 10 you’ll want to avoid and ways to sidestep them.
So, you have a fancy logo and a few slick posts on social media. Does that mean your brand is sorted? Not quite. Branding isn’t all about pretty visuals and a clever tagline. It’s more about forging a real connection whether that’s in a product planning session or a quick follow-up email.
If your brand doesn’t speak of who you truly are, no amount of pretty design can cover that up. Even if your business has been around for ages, it pays to keep track of how your brand story evolves. It is also important for every business to understand the essentials of branding.
Mistakes happen to us all, but certain ones can completely knock you off course. Below are 10 you’ll want to avoid and ways to sidestep them.
1. Failing to identify your target audience
1. Failing to identify your target audience
Your entire business strategy can collapse if you have not clearly defined who you want to reach. Without knowing your intended customers, devising campaigns or designing products becomes guesswork at best.
Start with research to identify your potential buyers and understand their demographics and interests. This might include age ranges, shared characteristics, and specific regions where you plan to sell. If you transition to an online presence, there is a chance to attract new customers. The more you know about who you want to serve, the simpler it is to shape a brand that speaks to them directly.
Your entire business strategy can collapse if you have not clearly defined who you want to reach. Without knowing your intended customers, devising campaigns or designing products becomes guesswork at best.
Start with research to identify your potential buyers and understand their demographics and interests. This might include age ranges, shared characteristics, and specific regions where you plan to sell. If you transition to an online presence, there is a chance to attract new customers. The more you know about who you want to serve, the simpler it is to shape a brand that speaks to them directly.
2. Overusing or underusing social media
Social media can open new doors for expanding your reach, but it is easy to get carried away. Maintaining a presence on every platform is tempting, yet spreading yourself too thin usually hurts quality.
Figure out which channels produce the best engagement for your business, then focus on one or two. Post consistently but ensure each piece of content meets a high standard. Splitting attention across too many platforms can lead to half-hearted posts that do not reflect well on your brand.
On the other hand, a lack of social media presence can hamper your visibility. People often look online when they hear of a new business, and an absence of information can lead them to move on. Keep your profiles current, and show you are active. Hiring a social media specialist could help you engage different demographics across multiple platforms.
Social media can open new doors for expanding your reach, but it is easy to get carried away. Maintaining a presence on every platform is tempting, yet spreading yourself too thin usually hurts quality.
Figure out which channels produce the best engagement for your business, then focus on one or two. Post consistently but ensure each piece of content meets a high standard. Splitting attention across too many platforms can lead to half-hearted posts that do not reflect well on your brand.
On the other hand, a lack of social media presence can hamper your visibility. People often look online when they hear of a new business, and an absence of information can lead them to move on. Keep your profiles current, and show you are active. Hiring a social media specialist could help you engage different demographics across multiple platforms.
3. Neglecting to document your brand strategy
A successful brand does not spring up overnight. It requires a defined plan and detailed records of everything from brainstorming sessions to final decisions. Keeping a written or digital log lets you revisit what contributed to success so you can replicate it later.
Recording your strategy is also useful when you need to adjust, pivot, or significantly update your branding. The data you collect can guide those changes in a thoughtful way. Without clear documentation, valuable insights may be lost, forcing you to reinvent your approach.
A successful brand does not spring up overnight. It requires a defined plan and detailed records of everything from brainstorming sessions to final decisions. Keeping a written or digital log lets you revisit what contributed to success so you can replicate it later.
Recording your strategy is also useful when you need to adjust, pivot, or significantly update your branding. The data you collect can guide those changes in a thoughtful way. Without clear documentation, valuable insights may be lost, forcing you to reinvent your approach.
4. Lacking internal clarity on where branding begins
Strong branding starts in-house. Your core values, tone of voice, and key messaging must first resonate with your team before you share them with the outside world. Let employees experiment with your new direction internally, and offer them concrete examples of how to handle typical brand interactions.
Leadership has to set the tone by consistently demonstrating the brand’s values. Employees are natural ambassadors, so if they do not believe in your brand, external audiences probably will not either. Focus on culture first, and your brand communication will strengthen as a result.
Strong branding starts in-house. Your core values, tone of voice, and key messaging must first resonate with your team before you share them with the outside world. Let employees experiment with your new direction internally, and offer them concrete examples of how to handle typical brand interactions.
Leadership has to set the tone by consistently demonstrating the brand’s values. Employees are natural ambassadors, so if they do not believe in your brand, external audiences probably will not either. Focus on culture first, and your brand communication will strengthen as a result.
5. Using weak or ineffective visuals
People are often drawn to visuals before they read a single word. Companies like Coca-Cola with its distinctive bottle, Marlboro's cowboy or Geico with its quirky gecko demonstrate how quickly a memorable image can capture attention. Your brand should have similarly powerful visual elements that align with your goals.
Avoid cluttered designs or low-quality images, as these can diminish the professional feel of your business. Aim for clear, visually appealing graphics that tie back to your brand story. The goal is to create top-of-mind awareness (TOMA) so customers recognise and remember you.
People are often drawn to visuals before they read a single word. Companies like Coca-Cola with its distinctive bottle, Marlboro's cowboy or Geico with its quirky gecko demonstrate how quickly a memorable image can capture attention. Your brand should have similarly powerful visual elements that align with your goals.
Avoid cluttered designs or low-quality images, as these can diminish the professional feel of your business. Aim for clear, visually appealing graphics that tie back to your brand story. The goal is to create top-of-mind awareness (TOMA) so customers recognise and remember you.
6. Missing out on immediate opportunities
Some businesses focus so heavily on landing big-name clients that they ignore smaller, quicker wins along the way. While you might dream of serving major corporations, do not dismiss the independent ventures, startups, or solo entrepreneurs who show interest.
That said, you should not accept every single opportunity if it distracts from your primary focus. Instead, concentrate on those prospects that align with what you do best. Building meaningful relationships in well-chosen sectors can often pay off more than chasing one high-profile contract after another.
Some businesses focus so heavily on landing big-name clients that they ignore smaller, quicker wins along the way. While you might dream of serving major corporations, do not dismiss the independent ventures, startups, or solo entrepreneurs who show interest.
That said, you should not accept every single opportunity if it distracts from your primary focus. Instead, concentrate on those prospects that align with what you do best. Building meaningful relationships in well-chosen sectors can often pay off more than chasing one high-profile contract after another.
7. Not making strict brand guidelines
After all the hard work of developing your brand, clear guidelines are key to keeping it consistent. That could include a dedicated team even if it is only part-time tasked with addressing brand questions and policing logo or messaging misuse.
Documented guidelines around fonts, colours, tone, and file usage make it simpler for everyone to stay on the same page. A simple online space where people can access these assets and instructions helps avoid missteps. Some businesses also opt for periodic brand audits from their branding agency or studio. This extra layer of oversight can reveal whether your brand remains aligned with your goals.
Take Uber’s approach, for instance. Its rebranding included comprehensive guidance on layout, voice, photography standards, and typography. That level of detail is a smart way to maintain cohesion across all touchpoints.
After all the hard work of developing your brand, clear guidelines are key to keeping it consistent. That could include a dedicated team even if it is only part-time tasked with addressing brand questions and policing logo or messaging misuse.
Documented guidelines around fonts, colours, tone, and file usage make it simpler for everyone to stay on the same page. A simple online space where people can access these assets and instructions helps avoid missteps. Some businesses also opt for periodic brand audits from their branding agency or studio. This extra layer of oversight can reveal whether your brand remains aligned with your goals.
Take Uber’s approach, for instance. Its rebranding included comprehensive guidance on layout, voice, photography standards, and typography. That level of detail is a smart way to maintain cohesion across all touchpoints.
8. Dropping a consistent brand voice
Jumping onto trendy designs or adopting the latest aesthetic might seem exciting, but it can lead to short-lived brands that do not stand the test of time and decrease their chances of brand recognition. A straightforward, timeless identity often endures longer than any passing fad.
Develop a voice that accurately represents who you are as a business. This step usually involves picking the right brand studio or creative team to help. Look for their case studies, see how well they have performed for other clients, and consider how their solutions could shape your voice.
Nike, CBS, Shell, IBM, and Coca-Cola each have logos that have remained recognisable for decades. Simplicity and clarity often outperform confusing or fussy design.
Jumping onto trendy designs or adopting the latest aesthetic might seem exciting, but it can lead to short-lived brands that do not stand the test of time and decrease their chances of brand recognition. A straightforward, timeless identity often endures longer than any passing fad.
Develop a voice that accurately represents who you are as a business. This step usually involves picking the right brand studio or creative team to help. Look for their case studies, see how well they have performed for other clients, and consider how their solutions could shape your voice.
Nike, CBS, Shell, IBM, and Coca-Cola each have logos that have remained recognisable for decades. Simplicity and clarity often outperform confusing or fussy design.
9. Underestimating the power of branding
Plenty of business owners focus on quick fixes, forgetting that branding can drive real gains. A strong brand can attract recognition, instil trust, and foster emotional connections that lead to repeat buying.
A compelling narrative also carries weight. Products tied to a great story frequently become customer favourites, and word of mouth can be more effective than any ad campaign. Owners who do not see the value in developing a robust brand often miss out on higher sales and better customer loyalty.
Plenty of business owners focus on quick fixes, forgetting that branding can drive real gains. A strong brand can attract recognition, instil trust, and foster emotional connections that lead to repeat buying.
A compelling narrative also carries weight. Products tied to a great story frequently become customer favourites, and word of mouth can be more effective than any ad campaign. Owners who do not see the value in developing a robust brand often miss out on higher sales and better customer loyalty.
10. Failing to communicate a clear message
You may know your company’s purpose inside and out, but can you sum it up plainly for those hearing about it for the first time? If not, refining your core message should be a priority.
Keep your explanation direct, and highlight how your work improves life for your audience. Instead of overwhelming them with every product or service, emphasise your top offering or two. This approach helps people lock in on what you do best. If they have too many options, they might lose interest, so put energy into a concise statement of your mission and values.
You may know your company’s purpose inside and out, but can you sum it up plainly for those hearing about it for the first time? If not, refining your core message should be a priority.
Keep your explanation direct, and highlight how your work improves life for your audience. Instead of overwhelming them with every product or service, emphasise your top offering or two. This approach helps people lock in on what you do best. If they have too many options, they might lose interest, so put energy into a concise statement of your mission and values.
Frequently Asked Questions
How to avoid brand failure?
One vital rule in branding is to promise something meaningful to your customers and make sure you deliver. If you advertise certain benefits but fail to provide them, your brand risks losing credibility very quickly.
What makes branding unsuccessful?
Brands that centre communication solely on product attributes—rather than focusing on how they benefit the customer—often struggle. Another hurdle is shifting your brand message and positioning too often. Consistency is crucial, and an unfocused approach usually confuses customers.
What are the three main challenges of establishing a brand?
Many brands face these obstacles:
Not enough people choose to buy their products.
Lost energy or enthusiasm in internal and external messaging.
Rising doubts or new reasons for customers to look elsewhere.
Final thoughts
A captivating brand grows from a genuine connection between the values you promote and the people who believe in them. Coca-Cola radiates happiness, and Nike sparks motivation. Instead of putting out flat statements that explain your products and services, energise your brand so customers feel part of the experience. Your organisation extends beyond basic offerings; its success depends on how you inspire customers to connect with your mission.
Once you define that purpose and back it up with consistent delivery, you are in a strong position to keep building a brand people will recognise and trust.
Frequently Asked Questions
How to avoid brand failure?
One vital rule in branding is to promise something meaningful to your customers and make sure you deliver. If you advertise certain benefits but fail to provide them, your brand risks losing credibility very quickly.
What makes branding unsuccessful?
Brands that centre communication solely on product attributes—rather than focusing on how they benefit the customer—often struggle. Another hurdle is shifting your brand message and positioning too often. Consistency is crucial, and an unfocused approach usually confuses customers.
What are the three main challenges of establishing a brand?
Many brands face these obstacles:
Not enough people choose to buy their products.
Lost energy or enthusiasm in internal and external messaging.
Rising doubts or new reasons for customers to look elsewhere.
Final thoughts
A captivating brand grows from a genuine connection between the values you promote and the people who believe in them. Coca-Cola radiates happiness, and Nike sparks motivation. Instead of putting out flat statements that explain your products and services, energise your brand so customers feel part of the experience. Your organisation extends beyond basic offerings; its success depends on how you inspire customers to connect with your mission.
Once you define that purpose and back it up with consistent delivery, you are in a strong position to keep building a brand people will recognise and trust.
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