Common Branding Mistakes (and How to Avoid Them)
- KHreative Works
- Aug 16
- 4 min read
Updated: Aug 21
Branding is how your business shows up, speaks up, and stays remembered. Done right, it builds trust. Done wrong, it causes confusion... and confusion doesn’t convert.
Let’s break down six of the most common branding mistakes businesses make, and more importantly, how to not make them.
1. Starting with the Aesthetics Instead of a Strategy
The Mistake: Jumping straight into design before getting clear on your brand’s foundation, i.e., your vision, values, audience, and positioning.
Why It Hurts: You end up with a logo that’s “pretty” but not purposeful. It looks good in your email signature, but doesn’t say anything meaningful about your business.
Avoid It: Think before you design. Get clear on who you are, who you serve, and what sets you apart. Ideally, think about what your customers would be drawn to. Just because you like pink flowers doesn't mean it's the best idea for your business logo. A solid brand strategy makes the visual identity 10x more effective, and saves you money on endless redesigns.
2. Inconsistency Everywhere
The Mistake: Using five different logo versions, ten colors, and every font known to Canva depending on your mood that day.
Why It Hurts: Inconsistency kills credibility. If your brand doesn’t look unified, people start to question whether your business is too.
Avoid It: Create and use brand guidelines. Stick to your chosen color palette, fonts, tone of voice, and logo variations. Repetition builds recognition.
*Pro Tip - You're supposed to get this from your brand designer.
3. Trying to Appeal to Everyone
The Mistake: "Everyone" is not your client/customer. Designing your brand to please everyone because you don’t want to alienate potential customers might sound good, but it actually hurts your brand.
Why It Hurts: You end up with a vague, forgettable brand that blends into the background.
Brands that try to be everything to everyone usually end up being nothing to anyone.
Avoid It: Be specific. Pick a lane. Get clear on exactly who you're trying to reach, and speak directly to that ideal customer (even if it means others don’t “get” it). That’s how connection and conversion happen.
4. Copying Trends Without Context
The Mistake: We've all seen it: business pages jumping on the latest social media trend, trying to create a viral reel.
Why It Hurts: Trends fade. And when your brand identity doesn’t align with your business' personality or values, it feels inauthentic, and audiences can tell. Yeah, sometimes it's funny, sometimes it makes the brand seem more human, but other (most) times, it just looks like a business trying too hard to be relevant at best (and cringeworthy at its worst). This is especially true when the trend has absolutely nothing to do with what you offer. You may get views, but what does that matter if no one is buying anyway?
Plus, Google indexes Instagram pages. So, if your feed is a chaotic mix of every trend that pops up, how in the world would your people (you know, the ones who are actually searching for a business like yours) find you?
Avoid It: Your branding should be timeless. It's fine to draw inspiration, but ask yourself, "Would this make my ideal customer buy from me, or just laugh and move on?" Use marketing that supports your message and will be relevant beyond the five minutes of internet attention. Be creative and find ways to show your unique value. If, per chance, a trend does align with your business, think about how to do it well, and in a way that attracts more of the people you want to come to your page (and not just randoms who'll unfollow in a week when they see what you actually do).
5. Going the Cheap Route
The Mistake: Piecing together your brand with free logo makers, random color pickers, and a $10 Fiverr gig... because "it's just a logo" and you’re trying to save money.
Why It Hurts: Sure, you might get something that looks decent. But more often than not, it lacks the strategy, depth, and quality needed to attract the kind of clients you actually want. And when you’re ready to “upgrade,” you’ll end up spending more fixing it. I've had several clients go elsewhere or DIY because they couldn't afford my services, only to come right back to me years later (spending way more in the long run).
Avoid It: If branding isn’t your zone of genius, collaborate with someone who lives and breathes it (hi, hello *wink*).
Look, there’s a time and place for DIY. If you’re testing a business idea or building a side hustle with zero budget, doing it yourself might make sense. Even depending on your particular business or industry, there may be no need to make such a huge investment (at least not yet). But, once you’re serious about building a brand that’s professional, credible, and built to last, it’s time to bring in a pro. Even if KHreative Works is out of your budget, find a reputable professional that asks questions about your business and your vision before giving you a cartoon icon and calling it a "logo".
6. Thinking Branding = Just a Logo
The Mistake: I've said this for years: "I don't design logos, I design brands." Investing in a logo, slapping it on your website, and calling it a day is not branding.
Why It Hurts: Branding is how your business is experienced visually, verbally, and emotionally. A logo is just one piece (of a piece). On its own, it can’t carry the weight of your entire brand story, customer experience, or business goals. When you focus only on getting a logo, you miss the strategy behind how that logo should function: How does it align with your values? Who is it meant to attract? What feeling is it supposed to evoke? How does it connect to everything else your audience sees, hears, and touches? This results in an underdeveloped, forgettable brand (if you can even call it that).
Avoid It: Think holistically. Consider your voice, messaging, website, packaging, social media, and customer experience. Your brand goes far beyond what people see to what they feel. Work with a professional; ideally, look for someone who isn't just a graphic designer, but takes the time to help you build all aspects of your brand experience.
So, before you redesign your logo for the third time this year or spend hours hunting for “the perfect font,” pause. Revisit the foundation.
...And if you’re stuck, know that help is only a message away.
Many businesses underestimate how damaging branding mistakes can be. One of the best ways to avoid these pitfalls is by working with experts who understand how to build a consistent, authentic brand. I’d recommend checking out The Ann Savva Group https://www.theannsavvagroup.com/, who specialize in helping businesses strengthen their image and messaging. They offer tailored branding support that ensures your brand truly connects with your audience.