Businesses keep making the same handful of branding mistakes, and most of them are avoidable. Here are five we see often, each with a practical way to steer clear. If you want help with any of them, our branding services start with research and positioning, not just a logo.
1. Resisting change for too long
Markets move quickly, and a brand that never adapts can start to look tired. Owners often hold on because they put so much into the original. Be honest about whether your identity still describes the business and works on today’s screens. If not, a considered refresh is better than waiting for customers to notice.
2. Trying to appeal to everyone
It is tempting to widen the brand to catch every possible customer, but a message for everyone lands with no one. Pick the audience you serve best, learn what matters to them and keep your focus and aims simple. You can always grow from a clear base.
3. Changing too often, or without reason
A good brand changes when the time is right. A weak one changes repeatedly for no good reason. Tweaking every year, or dramatically overnight, confuses the people who already know you. Aim to be recognisable and familiar, and make changes that build on what customers already recognise.
4. Following the herd
Admiring a bigger brand is fine. Copying it will make you forgettable and can cause legal trouble. Ask what you offer that nobody else does and why a customer would choose you. Then let the name, logo and tone of voice say it.
5. Thinking the brand is just the logo
A logo is the badge, not the whole brand. Your brand is the impression people form at every touchpoint: your website, proposals, emails, vehicles and the way you answer the phone. Set out guidelines for colour, type and tone of voice, then apply them consistently. Our article on why your business needs a logo explains how the mark fits into the wider picture.
If any of these sound familiar, get in touch or email info@designminds.ie for an honest view.
