Designing at desktop computer aerial view- Studio Lago Design

The Road to Branding Success: Avoiding These 5 Common Pitfalls

May 22, 2023

As a small business owner, establishing a strong brand is essential to success. There are several common branding pitfalls that small business owners often fall into that I have seen all too often in action. These can have a negative impact on your brand image and business. Avoid these 5 common branding pitfalls as a small business owner:

Inconsistent Branding

Inconsistency in branding is one of the biggest branding pitfalls that small business owners can fall into. This can include inconsistent messaging, visual branding, and tone of voice. Inconsistent branding can confuse customers and make it difficult for them to connect with your brand. It is essential to create a clear and consistent brand identity that is reflected across all marketing channels, including social media, websites, and printed materials.

If you’re a small business owner who likes creating content for your small business on Canva, for example, including graphics, social media posts and other visuals, consider whether your branding is being kept consistent. Your visual branding should be kept to the use of the same colours, typography and look and feel that your branding guidlines layout. If you don’t have brand guidelines, here is why they are so important in helping you keep a consistent brand.

Poor Brand Messaging

Another common branding pitfall is poor messaging. It is important to define your brand’s messaging in a way that is clear, concise, and easy to understand. This messaging should be reflected in all your marketing materials, including your website, social media, and advertising. Avoid using vague or generic language, as this can dilute your brand’s message and make it difficult for customers to connect with your brand.

Ignoring Your Target Audience

Another common mistake that small business owners make is ignoring their target audience. It is important to understand who your target audience is, what they want, and how they prefer to communicate. By understanding your target audience, you can create a brand that resonates with them and connects with them on an emotional level.

Visual Branding that doesn’t hit the mark

Visual branding is an important aspect of your brand identity. Poor visual branding can be a branding pitfall that small business owners fall into. This can include poor quality graphics, inconsistent use of fonts and colors, and poorly designed logos. It is important to invest in high-quality visuals that accurately represent your brand and help to differentiate it from competitors.

Not Monitoring Your Brand Reputation

Your brand reputation is essential to the success of your business. Not monitoring your brand reputation can be a costly mistake for small business owners. Negative comments or reviews can spread quickly on social media and can have a significant impact on your brand’s reputation. It is essential to monitor your brand reputation and respond to any negative comments or reviews in a timely and professional manner.

Avoiding these five branding pitfalls can help small business owners to establish a strong brand and really connect with their target audience. By creating a clear and consistent brand identity, investing in high-quality visuals, and monitoring their brand reputation, small business owners can build a strong brand that stands out in their industry and attracts loyal customers. Remember, your brand is the face of your business, and taking the time to establish a strong brand identity can really pay off in the long run.

Get in touch to find out more about how I can help you with your business branding and to avoid these 5 common branding pitfalls.

About the writer…

I’m Katie and I’m besotted with taking adventurous female creatives, coaches and educators on a journey of discovery of their business from the foundations up, to give them a crystal clear brand vision and a new found confidence to make an impact.

I know what it’s like to start a business and then find yourself on the road to burnout because actually, you’ve taken so many wrong turns and lost sight of the reasons why you started on your journey in the first place.

I hope these design notes inspire you to create the brand of your dreams. 

Katie x

The latest design notes…

Learnings from my own rebrand

Some would announce their new look... Their new brand, logo and website. I'm here to announce a hell of a lot more than that. I'm reaching the...

How to beat brand shame

I speak to a lot of business owners who tell me a similar story… They are ashamed of their brand and they just don’t feel it’s doing its job for...

What you need to stand out online to all the right people

I get it. All the online gurus are shouting about this one big thing that you need to help your business stand out online. Courses, workshops,...
Studio Lago Design business card front and back

Why you need brand guidelines

You know how there are just some brands that feel like they “work”? Like when you walk into your favourite shop and things just feel aligned? That...
Designing at desktop computer aerial view- Studio Lago Design

“I don’t need a website” (and other stories you’re telling yourself)

Ok I get it. The first thing you’re thinking is “Well of course you’re going to tell me I need a website if you run a business creating websites for...
Studio Lago Design Malarkey Cakes Website mock up

5 steps to building an authentic brand

The word ‘authentic’ seems to get bandied around a lot and as business owners we have been told time and time again that it’s more and more...
Katie Lake Volcof of Studio Lago Design

How to identify your core brand values

Ok firstly, why should you identify your core brand values? Well, you’ll no doubt have heard a lot of talk about attracting your ideal customers and...

My Core Business Values and why they’re so important

I’ve been on a journey of rediscovery in my own business recently. This is a journey I take my clients on when they work with me on elevating their...

5 Simple ways to drive more traffic to your website

You’ve got a website, and that’s the first step. But, in an ocean of billions of websites, how will people know it’s actually there unless you tell...

Why your website is never ‘finished’

As a service based business, a website is one of the most powerful parts of your marketing strategy you can possibly have. Creating a website is no...