So many businesses struggle to create a cohesive brand identity. This was a topic Kelly and I discussed at length a few weeks ago when we met for the first time over coffee (after our anxious, blind date energy was behind us!).
I can’t tell you how often I see fellow service providers copying the competitors they think are successful, or wasting hours in Canva trying to pick the “right” colors for their next post because they haven’t clearly defined their style.
Have you ever found yourself doing the same?
Today, I’ll be diving into some common branding mistakes to avoid—especially if you’re a small business owner looking to create a lasting impression.
By the way, I should probably introduce myself–I’m Ellie Brown of Ellie Brown Branding. I help service providers and small business owners by building cohesive and impactful brands. I’m so excited to be guest blogging for Little Wave Media today. Kelly is creating such an amazing community here, and I’m looking forward to sharing some branding tips with you all!
If you are starting a business and want to skip these mistakes altogether, or you need help rebranding your existing business, you can contact me here, I would love to help.
Let’s start by defining what a brand identity is.
What is a Brand Identity?
The term “brand identity” can sometimes feel elusive to small business owners. In the simplest terms: a brand identity is the way a business shows itself to the world. It’s like the personality of a business, and it helps people know what the business is about.
For small business owners, this includes things like a logo, colors, and fonts. It also means having a clear message about what the business does and what makes it special. Everything a business shares, whether it’s on its website, social media, or in person, should look and feel the same.
A strong brand identity helps people remember and trust the business, making it stand out from others.
Now that you know what a brand identity is, let’s get into the branding mistakes I’m often seeing…
Mistake #1: Not Clearly Defining Who You Are as a Business
I see this time and time again. A lot of business owners are afraid to really lean into what makes them unique. They end up copying their competition or chasing trends in an attempt to fit in.
For example, if you are not a Swiftie you should not create a social media post with memes of her attending the Chiefs game just because everybody else is doing it.
The problem is, if you’re blending in with everyone else, it’s hard for clients to see why they should choose you. And from a design perspective, if your branding looks too similar to competitors, or lacks any personality, you’re just going to blend in and become forgettable.
Once you clarify what makes your business different, it becomes much easier to strategically create a brand identity that is unique to you and your business.
The Fix: Stop following the crowd. Spend some time defining your mission, vision, values, and unique selling points. When you build a brand around what makes you different, you’ll attract clients who resonate with your approach.
Mistake #2: Ignoring Your Target Audience (Or Not Knowing Who They Are!)
Trying to be everything to everyone is another common branding mistake. Without understanding your target audience, your messaging and branding will feel scattered. When you keep your messaging generic in an attempt to appeal to everybody, you really just end up talking to nobody.
The more specific you are in defining who you are, what you offer, and who you serve, the easier it becomes for the right people to connect with you and your message.
The Fix: Research your ideal client. Know their needs, preferences, and pain points. When you tailor your branding and messaging to meet their expectations, you’ll create stronger connections and better results.
Mistake #3: Overcomplicating Your Logo
Simplicity is key when it comes to design. I’ve seen so many businesses with logos and branding that are overly complicated, making them hard to read or recognize. With logos in particular, if they have too many elements it can be hard for the logo to scale well across different platforms.
A well-designed logo suite will include logos that are easy to see and recognize as small as a social media profile picture on a phone, as well as on the side of a billboard. By simplifying your logos your branding will become much more impactful.
The Fix: Keep your logo and design clean and straightforward. A simple, well-designed logo is much more effective than something that’s overly intricate. It’s about clarity, not complexity.
Mistake #4: Constantly Changing Colors and Fonts
It’s easy to get bored with certain fonts and colors and want to switch things up, but this is incredibly confusing to your audience.
It’s widely referenced in marketing studies that using a consistent color for your business can boost brand recognition by up to 80%!
When businesses are constantly changing their colors and fonts it’s hard for clients to start to associate your posts with your business making them easy to scroll past. This usually happens when there isn’t a clear visual identity in place.
The Fix: Consistency is key. Choose a color palette and font style that aligns with your brand and stick to it across all platforms. This will help clients recognize and trust your business.
Mistake #5: Neglecting Your Online Presence
In 2024, having both a professional website and an active social media presence is essential for any business.
While social media can boost visibility and engagement, a website serves as the core hub for your brand. It provides full control over how you showcase your business, unlike social platforms which can change at any time.
A well-designed website builds trust, allows clients to easily explore your services without needing to scroll back through your feed, and sets you apart from competitors.
Once you have a strategic website in place, you can use your social media to drive traffic to your website and build connections with your audience. Regular posting helps keep your brand top-of-mind to potential clients and builds ongoing engagement. You will likely see a huge difference when you combine a website with a consistent social media strategy. Both elements work together for long-term success.
The Fix: Invest in your own website. It gives you full control over your brand and presents a more polished, professional image.
Good Branding Takes Your Business Further
I hope this clears up some misconceptions around branding mistakes. These issues can really hold your business back if left unaddressed.
If you want more branding tips and advice, I share plenty of resources on my blog. And if you’re ready to build a brand that truly reflects your business, I’d love to work with you! You can learn more about my services here or contact me here.
