Common Branding Mistakes to Avoid

Create Summit have been developing numerous brands over the last 5 years, and in this article Co-Directors Sukhi and San share their views on how to avoid the common errors that have harmed businesses.

A lot of people don’t realise the amount of effort it takes to build a great brand. Its not a matter of a few hours work, it takes days and even months to fully implement an effective one. It’s critical to understand the client’s needs and create a look that’s not only aesthetically pleasing, but also adheres to the basic elements of good logo design. A strong brand should be memorable, different, adaptable and appropriate.

These are some of the more common pitfalls we’ve seen that can kill brands;

1. Brand misunderstanding. The branding is going to be your representation as a company, it’s a lot more than just an visual and a slogan. Your target market instantly needs to figure out what you are and what you stand for.

2. Building audiences before your brand. Too many entrepreneurs try building a potential market of customers before even having the company brand set up! Get your foundation professionally all ready first, and then go out there and grab your audience’s attention.

3. Lack of research. It’s important to understand what your competition is doing and how you can then stand out from the crowd. A lot of companies don’t look at what is going on around them. Spending that time researching prior to design is make or break for any business.

4. Inconsistencies in your brand. Consistency is everything; typical mistakes include businesses getting an agency to do their logo yet they have a go at trying to design business cards themselves to save money. That builds inconsistencies in your overall look. Good consistent design builds familiarity, trust and, eventually, loyalty.

5. Being tentative on your budget. Of course you will get loads of companies who can do a ‘ok’ job for less money. That’s only going to go so far and you will require more tweaks short term. Go that extra mile by paying an experienced agency to help your business out, it’s worth the money.