3 Common Branding Mistakes DIYers Make (And How To Avoid Them)
You've decided to start a business, and branding seems like the next logical step. You've got some ideas in mind for your logo, colors, and fonts. But before you dive into designing your brand identity, take some time to think about what kind of impression you want your website or marketing materials to make on people—and what that might mean for how you design them.
If you aren't intentional about how others perceive your brand from the moment they arrive at it, they won't see what you intended. They'll just see something generic and boring instead of a cohesive and meaningful expression of who you are as an individual or business owner.
The three common mistakes are:
Using a one-size-fits-all approach
Focusing on aesthetics over function
Assuming your brand will never change
1. Using a one-size-fits-all approach
You might be tempted to think that your brand presence should be like a one-size-fits all approach. But, every brand is as unique as your fingerprint. You might want to help everyone in the world with your conscious business, so why not talk to everyone and reach as many people as possible, right?
At Responscious, we believe that that's not the best way to go about it. You need to take into account who your target audience is before crafting any branding messages or design elements—and even then, you should tailor them according to your brand’s personality attributes.
For example: say you've got an online store selling organic dog food (which sounds amazing). But if you're trying to appeal specifically to millennials who love their dogs but also love eating healthy foods themselves, then maybe it would be smarter for your website banner art not just feature a pretty dog photo—but also show off some of those superfood ingredients in action!
2. Focusing on aesthetics over function
All aspects of your branding together help create a perception of your brand plus an experience for your audience. It's important to make sure that your branding is visually appealing, but don't lose sight of the functionality. A good branding is a balanced mix of aesthetics and functions that evolve together over time. If you pick something that looks great but doesn't serve its purpose, you may have to go back get another one.
Examples:
Your website looks nice but is too hard to navigate or understand
You social media account is on-brand aesthetically but the audience can’t understand what you do
3. Assuming your brand will never change
You’ve done all the research and spent hours of time trying to find the perfect logo, color palette, fonts and more. As you begin to share your work with others, you might get some constructive feedback or feel that you could make it even better; but you don’t change anything because you spent a lot of time defining it. And before you know it - instead of being a filter and expression of who you are, these elements bind you.
Don't be afraid to experiment with new designs. You may not know what works better for your brand, so try out different ideas and see what sticks. Don't be afraid to try new things, even if it means failing sometimes. Change is the only constant and nobody's perfect, and sometimes we have to fail in order for our ideas or businesses to evolve into the next best version!
Don't fear change either; if something isn't working out the way you want it too, feel free to change your mind and make alterations along the way as long as they fit within your brand aesthetic (and budget). And sometimes, those change too.
Your brand is the first impression that people have of your business, so before you start your branding project, consider what you want your audience to feel, think and do when they interact with your brand touch points.
Remember, the goal of your branding is to connect with people you wish to serve and look fab while doing so. You want them to—and they will!—feel a connection with what you offer and how you present yourself. Just don’t get caught in the trap of thinking that “designed” is better than “simple.” A well-designed brand is simple too!
FAQ’s
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Identifying and understanding your target audience is a critical step in creating a brand that resonates deeply with the people you intend to serve. This process involves conducting market research to gather insights about your potential customers' demographics, preferences, lifestyle, and buying behavior. Surveys, interviews, and social media analytics can provide valuable information about what your audience values, their challenges, and how they interact with brands. Creating personas for your target audience can help bring these insights to life, making it easier to tailor your branding messages and design elements in a way that speaks directly to their needs and desires.
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Balancing aesthetics and function in branding for those with limited design experience can seem daunting, but it's entirely achievable with the right approach. Start by focusing on clarity and simplicity in your design choices. This means selecting fonts, colors, and images that not only look good but also enhance the readability and user experience of your branding materials. Prioritize easy navigation and intuitive layout in web and social media designs to ensure your audience can find what they need without frustration. Utilizing design templates and tools specifically created for non-designers can also help maintain this balance, as they are often built with both aesthetics and functionality in mind.
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Several brands have successfully evolved their branding over time while maintaining their core identity. For example, Apple has undergone various changes in its visual identity since its inception, moving from its rainbow-colored logo to a more minimalistic design. Despite these changes, Apple has consistently maintained its focus on innovation, simplicity, and user experience, which are core to its brand identity. Another example is Coca-Cola, which has updated its branding and packaging over the years but has always kept its iconic script and red color, ensuring it remains recognizable to its audience. These brands demonstrate that with a clear understanding of what lies at the heart of your brand, it's possible to evolve visually and strategically over time without losing the essence that connects you to your audience.
If you’re readyIf you're ready to create your own DIY branding assets and want to learn how to do so step by step to craft a professional brand, you can sign up for our upcoming DIY branding course.