five branding bungles that are inadvertently hurting your business

It’s a common story: you have an idea, a passion; you take a leap and start your very own business.  It’s fun and scary and your to-do list is long. Like, never-ending, long.

Inadvertently, things get left for later.

Then later again.

Then later turns into never...

You didn’t mean to overlook your branding.  You had the best of intentions and always intended to come back to it. But the thing about running a business is, there’s always something that needs your attention. Always something ‘more important’. Always. Something. But I’m here to tell you, your branding boo-boos are actually hurting your business. And they deserve your attention.

Read on to discover five common branding bungles that are inadvertently damaging your creative business. But don’t fret, we can fix them, together...

NUMBER 01

Unclear on your target market

Knowing your target market is everything. If you’re unsure who you’re talking to, or if you’re trying to appeal to ‘the masses’, you run the risk of engaging no-one. People want to feel you understand them and their needs, and that your products or services are tailored with them specifically in mind.

FIX IT / Think about who your dream client is. Write a list describing them and make is specific - their interests, their likes, their hobbies, and in turn, consider the ways in which you can help them. Then take a look at the way you’re presenting your business, visually and otherwise. Is it directed at these core people? If not, it’s time to refine.

NUMBER 02

A trend-based logo

We all know signature script fonts are hot right now. They’re beautiful and they’re everrrywherrre. Does that mean you should use one in your logo? My advice: Hell no! This is not to say I haven’t used them, but only if it’s the right fit. I don’t recommend following fads just because you want to look contemporary. Ensure the logo crafted for your business actually suits your business: its style and its core values, and allows for the growth trajectory to come. You want a design that will go the distance, not look dated in twelve months time.

FIX IT / If your logo doesn’t feel like quite the right fit (for where you are or where you’re going), I might just know a gal who can help *nudge nudge*.

NUMBER 03

Visual inconsistency

Consistency. I know I bang on about it a lot, but it’s so damn important. Take a look through your social media, website and printed collateral. Is your branding consistent? Do you use the same colour palette throughout? The same fonts? Does your imagery have a similar feel and is your tone of voice (the way you speak to your audience) the same? The more variations within your brand story, the more confusing it can be for your audience about the legitimacy of your business.

FIX IT / Conduct an audit of your brand touchpoints (all the points where potential clients interact with your brand) and make note of any incompatibilities within your brand identity. Consistency within your brand builds strength and integrity and customers will respond positively to this.

NUMBER 04

Lack of authenticity

Figure out what’s important to you and your business and run with it because it’s meaningful, not because you think it’s what people want to see. The last thing you want is potential customers questioning your sincerity, so go with what sets your heart on fire - chances are, it sets their hearts on fire too.

FIX IT / Don’t be scared to be yourself.  You’re never going to be to everybody’s liking, even if you’re as vanilla as a McDonald’s soft serve (mmmm... soft serve). Embrace what makes you and your business different and people will respond in kind. And if they’re not feeling it, they probably weren’t your target market to begin with.

NUMBER 05

Low resolution imagery

Branding blooper slash major pet hate, nothing cheapens your look more than pixelated (or, dare I say, watermarked) imagery. The internet has made it exceptionally easy to download an image and use it as your own in one swift Google search, but I’m here to say, don’t. Please don’t. While I’m a big advocate for bespoke brand imagery and the benefits of professional brand photography, I know it’s not always within budget. Let it be said though, there are plenty of stock imagery sites (paid and otherwise) to pad out your brand imagery without breaking the bank (or any copyright laws in the process).

FIX IT / Sites like Unsplash or Pexels have incredibly beautiful, modern, high resolution photography to download for free. Free! Now you have no excuses!

I hope this list helps to guide your branding back on track, and if you think you might need some more serious help, well, you know where to find me.