5 Mistakes businesses make with their branding

Everyone make mistakes, but some mistakes can end up costing you hundreds, sometimes thousands of dollars. Being in the graphic design industry, i see businesses not taking full advantage of their brand.

Mistake #1: Expecting only to work with one person

Many people expect that a full brand identity inclusive of Marketing, Graphic Design, Photography, Web Development can be created by one person but the truth is, unless you find someone who is SKILLED in all of these areas, you will need to be prepared to work with more than one person and/or business. Even though these areas do overlap in some shape or form, what many people do not realise is that each of these areas require a different set of qualifications – hence why it is very rare to find someone who is all of these skills.

Mistake #2: Choosing the cheapest quote without researching the designer

There is an old saying “You get what you pay for”. Before selecting your designer purely based on the quoted price, read my tips on how to choose the best designer for your job

Mistake #3: Not allocating a budget

Creating a strong brand that works for your business takes a team of professionals and time. Many people forget to include a budget for their brand when creating their business plans and think they can do it themselves. This is all well and good if you know what you are doing, but if not: it is going to cost you a lot of extra time and money that you are better off spending elsewhere – like running your business.

Mistake #4: Putting promotion/marketing on hold when the economy slows down

We have all been in the position were we need to hold onto every dollar we make but when the economy slows down, this is not the time to dew up the holes in your pockets! SPEND SPEND SPEND! Why? Because no one else is spending – it is the prime time to put out those flyers or boost your radio advertising to jump ahead of your competitors. When the economy does pick up again – people will come to you because you have been the only one advertising!

Mistake #5: Creating a brand identity based on your likes (or your partners, or your dogs vet), rather than appealing to the company’s target audience.

Every now and then, i will create a brand for a client and i send through for approval and i will get the response “I love it! Just let me ask my mum/partner/sister’s boyfriend/dogs vet what they think. It is natural for you to seek out approval with your new logo and branding but before you show the world, why not ask your target audience? They are the ones you need to appeal to so make any decisions based on them [your target audience], and them alone.


Have you made any of these mistakes?

© Studio: tiffany gouge