“Done is better than perfect.” Is it though? What if “done” is negatively impacting your business? What if “done”is communicating a message to your audience that your brand is inconsistent, confusing, and maybe even a little untrustworthy? Then would you think differently? 

“By 2020, customers will manage 85% of their relationships with businesses without talking to a human.” (Salesforce)

That should be terrifying if you don’t have an intentional branding strategy in place for your business. Or, relieving if branding and marketing is something you’ve devoted time to establishing for your business and really thought through. Can you confidently outline your strategy, or is brand messaging and brand design something you’ve been putting off? For starters, check out our blog post about Branding Tips for Beginners.

4 Mistakes to Avoid When Creating a Brand - 

1. Lack of Strategy 

Similar to having a strategic business model. Creating a marketing plan will positively impact your business in both the present and long-term. A well-established and intentional brand is an investment worth making. Throwing a bad logo, random typography, and poor graphics will give your brand a reputation whether you want it to or not.  

2. Blending in 

One of the biggest questions you can ask yourself about your brand is “Will this attract my ideal client?” Chances are if you’re closely copying another brand or developing a style similar to a competitor’s brand, you’re not actually attracting your ideal client but someone else’. You’ll see this stressed over and over – it’s pertinent to create a brand that reflects your authentic personality and attracts the customer you would like to connect with. When creating a brand, you’re essentially telling a story about who you are as a company and who you can be for a potential client. If you’re drawing the attention of someone other than your target market, your efforts will be all for not. Keep things easy – be yourself and speak to your audience. *Insert cheesy quote about being yourself here.* 

3. Inconsistency 

Nothing works against your brand more than lack of consistency. When branding reflects the perception people have about your company, it can quickly make your business seem untrustworthy and just plain sloppy. It’s essentially the same thing as showing up to a client meeting with papers scattered, two different colored shoes on…. not a good look. It’s much more attractive to a potential client when a brand messaging is clear, typography and color palette are consistent, and the logo is easily identifiable. 

We suggest  you have a professional develop a thorough style guide for your existing, or new, brand. This takes the guessing out of how your brand assets should be used and provides very clear direction of brand usage throughout the entire pipeline (marketing department, printing, internal use, etc.) 

4. Neglecting the bigger picture 

When developing a brand it’s easy to get caught up in how you would like your brand to be perceived in that moment. However, it’s much more advantageous to think about how you see yourself, your company, and your brand 5 to 10 years down the road. Growth happens whether we’re ready for it or not. Make sure your brand is designed in a manner that supports where you want to be vs. where you are now. 

Here’s an example: If you’re a real estate agent with goals of establishing a team, you may consider adding “team” or “group” to your business name (make sure to check the real estate commission laws in your state first!) After all, if you’re going to spend money to develop a brand, you should make sure you’ll grow into it before growing out of it. 

Bottom Line:

We see the four mistakes listed above done day-in and day-out by companies, especially small to medium sized businesses without much marketing or graphic design support. Being aware of these mistakes will set you one step ahead of everyone else. 

Still have questions? We’d love to help! Reach out to our team today by emailing Jami (jami@draftcreativegroup.com,) or Sarah (sarah@draftcreativegroup.com.) 

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