Building your brand is like writing a book. You need to have a clear direction of where you want to go. If your story is confusing, your reader is going to be lost and maybe lose interest.
It’s the same with your brand.
People may judge the book by it’s cover. What’s the experience people have when they see your brand? Do you feel like your visuals are the best representation of yourself or your brand? When it comes to your business, here are a few branding mistakes to avoid, to give you a quality brand identity!
Branding Mistakes to Avoid
Not Having a Brand Strategy
Not having a solid strategy for your brand is like not having a solid foundation for your house. You can have a beautiful design, but without a foundation the whole thing will collapse.
While it’s super exciting to jump right into designing, you want to take a step back first. This is common when people begin the branding process. Starting a Pinterest board or collecting links of websites you admire without having a solid foundation is a recipe for a rebrand in 6 months.
While visual research is an important part of the design process, it should not be the very first step. You need to take time and really dig into the brand you’re trying to create. You need to understand your Ideal Clients. You need to know how to convey your story in a way that will attract them to you, and have an idea of the direction you want to take. Otherwise, you’ll just end up with a bunch of pretty photos that won’t inspire your best brand.
Branding Mistakes to Avoid
Following Trends
Designing your brand according to what particular colour or font is “it” right now, is not the way to go. While it may look gorgeous today, it will lose its lustre fast.
Of course, you want your brand to be beautiful and appealing, but you also want it to stand the test of time.If the trend is not really communicating your own brand identity and message, or dates your brand within months, it is a bad idea.
However, don’t be afraid to use a trend if it actually does represent your brand. Does this year’s colour of the year truly communicate your message? Then, go for it!
You want your brand identity to be timeless, unique, and represent your brand story.
Branding Mistakes to Avoid
No Brand Consistency
No matter which platform someone is seeing your brand, it’s recognizable. This means the same logo, colours, fonts are always used.
Remember, your brand is your story and you’re trying to connect with your Ideal Clients through that story. Your story needs to be cohesive and consistent so your audience knows what to expect from you, and so can consistently create a connection that keeps them coming back for more.
Once you develop your brand visuals (colour palettes, typography, brand imagery, etc.) and brand voice, make sure to stick with them across every platform. Don’t stray from the story. Building your brand is like writing a book. You need to have a clear storyline. If your story is confusing, your reader is going to be lost and maybe lose interest.
Branding Mistakes to Avoid
Changing Your Branding Frequently
Do you find yourself constantly switching up your brand identity? The likely causes are wanting to follow the latest design trends (see mistake number 2!) or not establishing a strong brand foundation (see mistake number 1!). You want to build a timeless brand, not one that constantly shifts. By constantly rebranding, you’re confusing your audience and unable to create immediate recognition and trust among your followers and fans.
How to know if you really do need to rebrand?
Ask yourself these questions: “Has my business model or strategy changed?”; “Am I trying to connect to a new audience?”; “Does my current brand reflect my business mission and goals?”.
Rebranding is okay, but do so with caution and planning. Plan out a new strategy before you execute it, and ask yourself: Will this new look, feel, and voice of your brand help you to obtain new customers, or will only alienate the ones you already have?
Branding Mistakes to Avoid
Thinking Your Brand Identity Is Just a Logo
Your brand is so much more than just a logo. When you’re just starting out, it’s so tempting to purchase a premade logo template to save a bit of money. But, you’re really doing yourself a disservice if you go that route. You will be guaranteed to end up with a logo that does not represent your vision, mission, and values. Also, you are most likely going to replace this cheap, premade logo eventually. You deserve quality, and it is best to establish a cohesive brand up front.
A brand identity includes things like your primary logo, corresponding secondary logos and brand marks. The process also includes patterns, colours, typography – all the things that make your brand unique.
How to Avoid These Mistakes
The best way to steer away from the branding mistakes is to invest the time up front. Try to understand what makes your business unique, as well as define your purpose. Once you have a good grasp of your vision, hire a quality designer to give a face to your brand, and help build a cohesive design.
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