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Brand Building
Brand Strategy
ARTICLE #15
Table of contents
The 10 most common mistakes to avoid when building a brand
Brand Building
Brand Strategy
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 haven’t 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 pinpoint your potential buyers and understand their demographics, interests, and everyday challenges. This can include noting age ranges, common pain points, or locations where you’ll focus your marketing.
Dig deeper into psychographics if you can: values, opinions, and lifestyle factors often shape why someone picks one brand over another. By exploring these details, you can customise your messaging in a way that resonates far more than broad, generic statements. If you expand into online markets, you might draw new segments you didn’t expect. The more clarity you have about who you serve, the simpler it is to forge a brand identity that genuinely speaks to them.
Your entire business strategy can collapse if you haven’t 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 pinpoint your potential buyers and understand their demographics, interests, and everyday challenges. This can include noting age ranges, common pain points, or locations where you’ll focus your marketing.
Dig deeper into psychographics if you can: values, opinions, and lifestyle factors often shape why someone picks one brand over another. By exploring these details, you can customise your messaging in a way that resonates far more than broad, generic statements. If you expand into online markets, you might draw new segments you didn’t expect. The more clarity you have about who you serve, the simpler it is to forge a brand identity that genuinely speaks to them.
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 regularly, but keep the quality high for each upload. If you spread yourself too thin across countless platforms, you risk churning out half-hearted posts that don’t do your brand justice.
On the flip side, minimal social media activity can weaken your visibility. People typically check online when they learn about a fresh venture, and a frustrating lack of details may nudge them to quickly look elsewhere. 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 regularly, but keep the quality high for each upload. If you spread yourself too thin across countless platforms, you risk churning out half-hearted posts that don’t do your brand justice.
On the flip side, minimal social media activity can weaken your visibility. People typically check online when they learn about a fresh venture, and a frustrating lack of details may nudge them to quickly look elsewhere. 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.
It helps to note anything that resonates during planning like which visuals garnered the best reactions, which voice felt authentic, or which messaging style made the team proud. By preserving these milestones, you create a running narrative of how your brand matures. If you decide to bring in new partners or agencies, these documents also serve as a quick way to get everyone aligned.
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.
It helps to note anything that resonates during planning like which visuals garnered the best reactions, which voice felt authentic, or which messaging style made the team proud. By preserving these milestones, you create a running narrative of how your brand matures. If you decide to bring in new partners or agencies, these documents also serve as a quick way to get everyone aligned.
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 test out your new direction internally and show them concrete examples of how to handle typical brand interactions.
Leadership sets the tone by consistently demonstrating the brand’s values. Employees are natural ambassadors, so if they don’t believe in your brand, external audiences probably won’t either. Focus on culture first, and your brand communication will strengthen as a result.
Additionally, consider simple ways to involve everyone: short workshops, casual Q&A sessions, or “mini launches” of fresh ideas within the company. When your people know precisely what the brand stands for, they’ll feel more confident weaving it into emails, client calls, and behind-the-scenes collaboration. That consistent belief is what makes your message believable to the public.
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 test out your new direction internally and show them concrete examples of how to handle typical brand interactions.
Leadership sets the tone by consistently demonstrating the brand’s values. Employees are natural ambassadors, so if they don’t believe in your brand, external audiences probably won’t either. Focus on culture first, and your brand communication will strengthen as a result.
Additionally, consider simple ways to involve everyone: short workshops, casual Q&A sessions, or “mini launches” of fresh ideas within the company. When your people know precisely what the brand stands for, they’ll feel more confident weaving it into emails, client calls, and behind-the-scenes collaboration. That consistent belief is what makes your message believable to the public.
5. Using weak or ineffective visuals
People tend to notice visuals before reading a single word. Companies like Coca-Cola with its distinctive bottle, Marlboro’s cowboy, or Geico’s quirky gecko show how quickly a memorable image can capture attention. Your brand should have equally meaningful visual elements that align with your goals.
Avoid cluttered designs or low-quality images, as these can weaken the professional feel of your business. Aim for clear, appealing graphics that tie back to your overall brand story. The goal is to create top-of-mind awareness (TOMA) so customers recognise and remember you.
When choosing a look, consider factors such as colour psychology, typography legibility, and image style. Repetition of certain design motifs helps people link those visuals to your brand identity. Look at successful identities: Starbucks leans on a strong symbol and consistent colour palette across stores and packaging. This sense of visual unity helps customers form a lasting bond with the brand.
People tend to notice visuals before reading a single word. Companies like Coca-Cola with its distinctive bottle, Marlboro’s cowboy, or Geico’s quirky gecko show how quickly a memorable image can capture attention. Your brand should have equally meaningful visual elements that align with your goals.
Avoid cluttered designs or low-quality images, as these can weaken the professional feel of your business. Aim for clear, appealing graphics that tie back to your overall brand story. The goal is to create top-of-mind awareness (TOMA) so customers recognise and remember you.
When choosing a look, consider factors such as colour psychology, typography legibility, and image style. Repetition of certain design motifs helps people link those visuals to your brand identity. Look at successful identities: Starbucks leans on a strong symbol and consistent colour palette across stores and packaging. This sense of visual unity helps customers form a lasting bond with the brand.
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 disregard the independent ventures, startups, or solo entrepreneurs who show interest.
That said, you shouldn’t accept every single opportunity if it diverts too much from your central goals. Instead, zero in on those prospects that match your strengths. Building meaningful relationships in well-chosen sectors can often pay off more than chasing one high-profile contract after another.
Take time to evaluate each new lead: do they share similar values? Could the project spotlight your expertise in a different market? You’ll often find that creating positive word of mouth in niche communities brings more lasting results than a single high-stakes client. Balancing ambition with a willingness to serve overlooked markets can help your brand stand out faster.
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 disregard the independent ventures, startups, or solo entrepreneurs who show interest.
That said, you shouldn’t accept every single opportunity if it diverts too much from your central goals. Instead, zero in on those prospects that match your strengths. Building meaningful relationships in well-chosen sectors can often pay off more than chasing one high-profile contract after another.
Take time to evaluate each new lead: do they share similar values? Could the project spotlight your expertise in a different market? You’ll often find that creating positive word of mouth in niche communities brings more lasting results than a single high-stakes client. Balancing ambition with a willingness to serve overlooked markets can help your brand stand out faster.
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-tim, tasked with addressing brand questions and policing logo or messaging misuse.
Documented brand 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-tim, tasked with addressing brand questions and policing logo or messaging misuse.
Documented brand 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 truly represents who you are as a business. This step usually involves finding a brand studio or creative team whose style aligns with your ambitions. Look for their case studies, see how well they performed for other clients, and ask how their solutions can shape your voice.
Nike, CBS, Shell, IBM, and Coca-Cola each have logos recognisable for decades. Simplicity and clarity often outperform confusing or fussy design. Beyond visuals, your tone of communication across emails, newsletters, and even internal memos should stay consistent. Mixed signals like being jokey one day and formal the next leave people uncertain about who you really are. Stay true to a signature style, and your audience is more likely to trust you.
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 truly represents who you are as a business. This step usually involves finding a brand studio or creative team whose style aligns with your ambitions. Look for their case studies, see how well they performed for other clients, and ask how their solutions can shape your voice.
Nike, CBS, Shell, IBM, and Coca-Cola each have logos recognisable for decades. Simplicity and clarity often outperform confusing or fussy design. Beyond visuals, your tone of communication across emails, newsletters, and even internal memos should stay consistent. Mixed signals like being jokey one day and formal the next leave people uncertain about who you really are. Stay true to a signature style, and your audience is more likely to trust you.
9. Underestimating the power of branding
Plenty of business owners chase quick fixes, forgetting that branding can drive significant gains. A solid brand can attract recognition, instil trust, and create emotional connections that lead to repeat buying.
A compelling narrative also carries weight. Products linked to a well-crafted story often become customer favourites, and word of mouth can beat many ad campaigns in effectiveness. Owners who overlook the value of a consistent brand risk lower sales and weaker customer loyalty.
Consider how certain sports teams or entertainment franchises develop a fan culture around their brand identity, colours, or iconic slogans. That sense of belonging resonates far beyond the product itself. When your brand sparks that kind of enthusiasm, people return for updates, merchandise, and anything else connected to your name. If you skip building a clear identity, you could miss out on a dedicated following that grows steadily.
Plenty of business owners chase quick fixes, forgetting that branding can drive significant gains. A solid brand can attract recognition, instil trust, and create emotional connections that lead to repeat buying.
A compelling narrative also carries weight. Products linked to a well-crafted story often become customer favourites, and word of mouth can beat many ad campaigns in effectiveness. Owners who overlook the value of a consistent brand risk lower sales and weaker customer loyalty.
Consider how certain sports teams or entertainment franchises develop a fan culture around their brand identity, colours, or iconic slogans. That sense of belonging resonates far beyond the product itself. When your brand sparks that kind of enthusiasm, people return for updates, merchandise, and anything else connected to your name. If you skip building a clear identity, you could miss out on a dedicated following that grows steadily.
10. Failing to communicate a clear message
You may know your company’s purpose thoroughly, but can you sum it up plainly for someone new? If not, refining your core message should be a top priority.
Keep the explanation direct and emphasise how your work improves life for your audience. Instead of burying them under details for every product or service, spotlight the one or two that define your business best. This helps people focus on what you really bring to the table. If they see too many random options, they might tune out.
A concise, memorable line about your mission and values can work wonders pretty quickly. Put it on your website, social feeds, or anything else you publish. If your message stays consistent, you minimise confusion and remind people why they should trust you. Show you truly have a plan, and it nudges others to come aboard.
You may know your company’s purpose thoroughly, but can you sum it up plainly for someone new? If not, refining your core message should be a top priority.
Keep the explanation direct and emphasise how your work improves life for your audience. Instead of burying them under details for every product or service, spotlight the one or two that define your business best. This helps people focus on what you really bring to the table. If they see too many random options, they might tune out.
A concise, memorable line about your mission and values can work wonders pretty quickly. Put it on your website, social feeds, or anything else you publish. If your message stays consistent, you minimise confusion and remind people why they should trust you. Show you truly have a plan, and it nudges others to come aboard.
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 compelling brand emerges from a genuine bond between the values you champion and the people who share them. Coca-Cola radiates happiness, and Nike sparks motivation. Rather than churning out flat statements that talk about your products, energise your identity so customers sense they’re part of something bigger. Your organisation reaches beyond basic offerings; its resilience depends on how you motivate people to care about your mission.
Think of your brand as a clear promise backed by consistent action. When you define your purpose, share it boldly, and keep everything aligned—visuals, tone, and service you strengthen the relationship between you and your audience. That unified approach can help you build a name people recognise, appreciate, and trust, long after any single campaign has wrapped up.
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 compelling brand emerges from a genuine bond between the values you champion and the people who share them. Coca-Cola radiates happiness, and Nike sparks motivation. Rather than churning out flat statements that talk about your products, energise your identity so customers sense they’re part of something bigger. Your organisation reaches beyond basic offerings; its resilience depends on how you motivate people to care about your mission.
Think of your brand as a clear promise backed by consistent action. When you define your purpose, share it boldly, and keep everything aligned—visuals, tone, and service you strengthen the relationship between you and your audience. That unified approach can help you build a name people recognise, appreciate, and trust, long after any single campaign has wrapped up.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
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Click to copy
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Copyright © 2024 FOR®