Branding is like dressing for a first date—it’s all about making the right impression. But let’s face it, as a small business owner, it’s easy to fumble. Maybe you leaned too hard on Canva templates, or you’re still using that logo your cousin whipped up in Word. No judgment! We’ve all had these common branding mistakes pop up in our business.

The good news? Most common branding mistakes are fixable. So, grab a cup of coffee (or wine, no judgment there either), and let’s walk through the top five mistakes and how you can make your brand shine.

1. Thinking a Logo = a Brand

Let’s get one thing straight: your brand is not just your logo. While your logo is important (we love a good swoosh moment, Nike), your brand is the entire experience people have when they interact with your business. It’s your tone of voice, your colors, your messaging, and even how you show up on social media.

How to Fix It

• Think beyond the logo. Develop a brand identity system that includes your colors, typography, and visual elements.
• Clarify your brand messaging, including your mission, values, and the story you want to tell.
• Be consistent! Your brand should look and feel the same across every platform.

2. Using Poorly Chosen Colors

This common branding mistake I see the most often. Your color palette sets the mood for your brand. But here’s the thing: not all brand colors are created equal.

• Bright red might feel bold, but it can also feel aggressive if not used thoughtfully.
• Muted pastels might be trendy, but they can get lost if your competitors are also in the blush-and-sage club.

How to Fix It

• Choose colors that align with your brand’s personality and audience.
  • Are you a bold, adventurous brand? Think vibrant, contrasting colors.
  • A calm, approachable brand? Stick to soft, harmonious tones.
• Limit your palette to 3-5 main colors for consistency. Any more, and it can start to feel chaotic.
• Test your colors in different applications (website, print, social) to make sure they work everywhere.

3. Using Only One Version of Your Logo

If you only have one version of your logo, you’re making things harder for yourself. What happens when you need a square version for Instagram? Or a black-and-white version for that cool merch you’re planning? This common branding mistake is what folks come to me most often for help with.

How to Fix It

• Create logo variations: a horizontal version, a stacked version, a submark (mini logo), and a simple icon.
• Have color options: full-color, black-and-white, and one-color versions.
• Save them in high-quality file formats (like PNG, EPS, and SVG) so you’re ready for any application.

Pro Tip: If you’re working with a designer (like me!), make sure you ask for a full logo suite during your branding process.

4. Copying Instead of Standing Out

It’s tempting to follow trends, especially when you see them working for others. But if your branding looks like everyone else’s, how will people remember you?

How to Fix It

• Focus on what makes you unique. Are you the only eco-friendly florist in your city? Does your photography style feel more like art than traditional portraiture? Let those things shine.
• Stay true to your values and voice. If you’re naturally playful, don’t force a serious, corporate tone just because you think it’s “professional.”
• Hire a brand designer to create something custom. It’s an investment, but it’s worth it to have a brand that truly stands out.

5. Ignoring Your Audience

Your brand isn’t just about what you love—it’s about what resonates with your audience. If your ideal client is a 30-something planning a wedding, but your branding screams “quirky TikTok teen,” you’re probably missing the mark.

How to Fix It

• Define your ideal client: Who are they? What do they value? How do they want to feel when they interact with your brand?
• Test your messaging and visuals with real people in your target audience. Are they getting the right vibe?
• Evolve your branding as your audience grows. You don’t have to stick with what worked five years ago if it no longer fits.

How to Avoid These Common Branding Mistakes: Work with a Pro

Branding is one of those things that’s worth doing right. A strong brand builds trust, attracts dream clients, and sets you up for long-term success. If you’re feeling stuck or unsure about your branding, it might be time to bring in a pro.

When you work with me, we’ll dive deep into who you are, what you do, and who you serve. Together, we’ll create a brand that feels cohesive, uniquely you, and speaks directly to your ideal audience.

Ready to Level Up Your Brand? Let’s Chat!

If you’re ready to ditch the mistakes and create a brand that’s polished, purposeful, and uniquely yours, I’d love to help. Reach out here to get the conversation started, and let’s make magic together.

Branding FAQ’s

How much does rebranding cost?

Branding costs vary depending on the scope, but it’s an investment in your business’s growth. I tell clients my branding packages start at $2,300, but let’s chat about what you need and build a package that fits your goals

2. Can I keep parts of my current branding?

Absolutely! If there are elements you love (like a color or a logo shape), we can incorporate them into your new brand for continuity.

3. How long does the branding process take?

Most branding projects take 4-6 weeks, depending on the level of detail and deliverables.

4. What if I don’t know what I want?

That’s okay! I’ll guide you through the process with discovery sessions and exercises to uncover what feels right for your brand.

5. Why can’t I just use Canva for everything?

I’m not a designer that hates Canva, but I do think there is a time and place. I think Canva is great to excuting a brand system, but not for building one. What I mean is I think Canva is a great tool for business owners who wear all the hats. It’s easy for you to build out social post or email graphics in Canva versus Adobe Illustrator or Photoshop. But, what I don’t like about Canva, specifically for creating a brand, is it is sooooo easy to make something that looks like every other logo that comes out of Canva.