3 Branding Mistakes New Businesses Make

Pinterest image for 3 Branding Mistakes New Businesses Make

Branding mistakes new businesses make: I hear you, it’s not easy. None of it. Starting a new business comes with an entire set of options and questions and problems. But if there’s one “magic bullet” to fix most of them, that’s probably branding.

As a branding & content strategist, I have seen so many new business owners rushing to figure out what their brand should look like. And for good reason: a brand’s visual appeal is key in making it in front of one’s ideal customer.

However, for most business, slapping a pretty logo on your website or products and calling it a day is not enough. How does you brand talk? What experience does it offer to your clients? And, most importantly, how is it positioned in the vast landscape of your niche?

These are all questions that a simple logo couldn’t possibly answer, and it is one of the reasons why new business owners often feel overwhelmed when it comes to branding.

So let’s go in depth. Here are 3 of the top branding mistakes new businesses make and why:

Pinterest image for 3 Branding Mistakes New Businesses Make

Branding mistakes new businesses make: I hear you, it’s not easy. None of it. Starting a new business comes with an entire set of options and questions and problems. But if there’s one “magic bullet” to fix most of them, that’s probably branding.

As a branding & content strategist, I have seen so many new business owners rushing to figure out what their brand should look like. And for good reason: a brand’s visual appeal is key in making it in front of one’s ideal customer.

However, for most business, slapping a pretty logo on your website or products and calling it a day is not enough. How does you brand talk? What experience does it offer to your clients? And, most importantly, how is it positioned in the vast landscape of your niche?

These are all questions that a simple logo couldn’t possibly answer, and it is one of the reasons why new business owners often feel overwhelmed when it comes to branding.

So let’s go in depth. Here are 3 of the top branding mistakes new businesses make and why:

Mistake #1: Starting Off Without A Strategy In Place

One of the absolute most common mistakes new businesses make is to dive right into creating a new visual identity, while failing to address any of the fundamental questions about their brand: Why does it exist? Who does it serve? How does it serve the people it serves?

The reason for this all-too-common mistake is that all of this work is briefly addressed in the founder’s motivation to start the company. However, that is not enough. An in-depth strategy session with an outside consultant will do wonders not only in helping gain clarity over the key elements of the brand, but also in its raison d’être and positioning.

A well-conducted strategy session will often bring more clarity into the business itself. And, from there on, figuring out the RIGHT colors, logo and all of the design elements is a clear mission which can easily reach its goal: to set the business apart from its competitors. 

Think of brand strategy like a map: in an unfamiliar land, without a map, you’re unlikely to reach your destination without huge loses of time and energy. In the same way, wanting to reach the perfect visual brand identity is next to impossible without starting off with brand strategy first.

Carliko Perfume Brand Perfume Bottle Mockup by Everything Here Now
Portfolio ProjectCarliko - by Everything Here Now
Carliko Perfume Brand Perfume Bottle Mockup by Everything Here Now
Portfolio ProjectCarliko - by Everything Here Now

Mistake #1: Starting Off Without A Strategy In Place

One of the absolute most common mistakes new businesses make is to dive right into creating a new visual identity, while failing to address any of the fundamental questions about their brand: Why does it exist? Who does it serve? How does it serve the people it serves?

The reason for this all-too-common mistake is that all of this work is briefly addressed in the founder’s motivation to start the company. However, that is not enough. An in-depth strategy session with an outside consultant will do wonders not only in helping gain clarity over the key elements of the brand, but also in its raison d’être and positioning.

A well-conducted strategy session will often bring more clarity into the business itself. And, from there on, figuring out the RIGHT colors, logo and all of the design elements is a clear mission which can easily reach its goal: to set the business apart from its competitors. 

Think of brand strategy like a map: in an unfamiliar land, without a map, you’re unlikely to reach your destination without huge loses of time and energy. In the same way, wanting to reach the perfect visual brand identity is next to impossible without starting off with brand strategy first.

Andee Brand Poster by Everything Here Now
Portfolio ProjectAndee - by Everything Here Now

Mistake #2: DYI-ing it

Look, I hear you: sometimes you don’t have a four figure investment available for a full-scale brand strategy. And that’s okay. Some businesses are passion projects, some are simply tests and some, well, may not be ready for full-on expansion. In those cases, if you have the eye for it, it’s more than okay to start off with a logo bought on Etsy and a color palette that is “good enough”.

However, when you’re ready to become serious about your business, you should consider investing in it. An early investment in well-done branding will pay off in the long run.

Because, think about it. 

Good branding means…

  • You can charge more for your products/services;
  • You attract more quality clients;
  • You become more trustworthy.

If you choose to also invest in a well-done website, you will suddenly discover that you no longer experience feelings of dread or embarrassment when you direct possible clients to your page. On the contrary: you’ll be eager to show off your new website, confident that it says exactly what your ideal clients need to hear about your business. It’s almost magic!

And lastly, we’ve come to…

Andee Brand Poster by Everything Here Now
Portfolio ProjectAndee - by Everything Here Now

Mistake #2: DYI-ing it

Look, I hear you: sometimes you don’t have a four figure investment available for a full-scale brand strategy. And that’s okay. Some businesses are passion projects, some are simply tests and some, well, may not be ready for full-on expansion. In those cases, if you have the eye for it, it’s more than okay to start off with a logo bought on Etsy and a color palette that is “good enough”.

However, when you’re ready to become serious about your business, you should consider investing in it. An early investment in well-done branding will pay off in the long run.

Because, think about it. 

Good branding means…

  • You can charge more for your products/services;
  • You attract more quality clients;
  • You become more trustworthy.

If you choose to also invest in a well-done website, you will suddenly discover that you no longer experience feelings of dread or embarrassment when you direct possible clients to your page. On the contrary: you’ll be eager to show off your new website, confident that it says exactly what your ideal clients need to hear about your business. It’s almost magic!

And lastly, we’ve come to…

Mistake #3: Lack of Consistency

You’re all done: you have successfully navigated your way around mistake # 1 AND mistake #2, and you have a clear and beautiful brand identity – what now?

Well, the single and most important thing to from now on is to stick it. Stick to your brand strategy. Stick to your brand manual. And make sure every time you show up online or irl, your brand exudes the values, voice and qualities that have been so carefully set up.

I see this mistake way too often especially in brands who are past the start-up stage and are more into a growth stage. At those points, it’s more important than ever to hold onto your brand’s ethos and have it reflect in a full experience for your customer.

* * *

To sum up, the 3 most common branding mistakes new businesses make are: starting off without a strategy in place, DYI-ing it and lack of consistency.

Every beautiful and harmonious brand that is on your moodboard right now has a solid strategy in place that helps it be that way.

Want to achieve that for your own brand? Get in touch with me today and let’s get you where you want to be!

Carliko Perfume Brand Mockup by Everything Here Now
Portfolio ProjectCarliko - by Everything Here Now
Carliko Perfume Brand Mockup by Everything Here Now
Portfolio ProjectCarliko - by Everything Here Now

Mistake #3: Lack of Consistency

You’re all done: you have successfully navigated your way around mistake # 1 AND mistake #2, and you have a clear and beautiful brand identity – what now?

Well, the single and most important thing to from now on is to stick it. Stick to your brand strategy. Stick to your brand manual. And make sure every time you show up online or irl, your brand exudes the values, voice and qualities that have been so carefully set up.

I see this mistake way too often especially in brands who are past the start-up stage and are more into a growth stage. At those points, it’s more important than ever to hold onto your brand’s ethos and have it reflect in a full experience for your customer.

* * *

To sum up, the 3 most common branding mistakes new businesses make are: starting off without a strategy in place, DYI-ing it and lack of consistency.

Every beautiful and harmonious brand that is on your moodboard right now has a solid strategy in place that helps it be that way.

Want to achieve that for your own brand? Get in touch with me today and let’s get you where you want to be!

Showing 2 comments
  • Linda Carnell
    Reply

    Yes to all THREE of these… and investing in quality brand photography that maps to your brand strategy.

    • Daiana
      Reply

      Absolutely!

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