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6 Common Brand Identity Mistakes and How to Fix Them
Brand identity is the visual component of a company’s character, including logos, typography, colors, website design, and other assets. Each brand identity element builds the foundation of a brand.
Nike, an athletic wear brand, has one of the best brand identity examples today. Its Just Do It slogan and recognizable Swoosh logo design reinforce its unique qualities and help it stay on top of the sportswear market.
It’s easy to confuse brand identity with brand image. Brand identity is how you present your brand to the market and influence consumer perception, while brand image is how consumers perceive you.
What mistakes do companies make with brand identity?
Avoid these common missteps to establish a better brand faster. This article discusses the most common oversights and provides solutions to avoid them.
1. Not having a brand purpose
Businesses need depth. Today, consumers seek brands with significant goals beyond making money. According to a study by Zeno Group, consumers are more likely, by four to six times, to support a brand with a clear purpose. Define what motivates your company to exist and the problems you aim to solve. Launching a brand without a purpose may hinder opportunities for consumer engagement.
Ask yourself these questions to find your purpose:
- What change do you want to make?
- What makes you unique?
- Why should you be trusted?
Use these questions as a starting point to define the "whys" in your business.
2. Being inconsistent
Consistency is crucial for brand recognition and authenticity. Ensure that your brand is consistently presented to show consumers that you care about their perception of your brand.
Failing to present your business consistently will negatively impact your brand identity. It may make it challenging for consumers to verify if your brand is genuine.
Gap’s 2010 logo change is an example of inconsistent branding. The new logo, which was completely different from the brand’s identity, lasted only seven days and faced backlash from the audience. Some publications described it as a disaster.
3. Forgetting about style guidelines: Inconsistency can stem from a lack of a style guideline, which serves as a rulebook for your brand’s design elements. A brand style guideline ensures that both in-house and freelance designers understand what design elements align with your brand.
4. Not checking for originality: Avoid copying other brands in your logo design and brand assets. While drawing inspiration is acceptable, creating a brand identity that closely resembles another company can confuse your audience and put you at risk of trademark and copyright infringement. Conduct research, such as reverse image searching with Google, to ensure your design is original.
5. Not having a target audience: It’s pointless to try to please everyone. Instead, identify your target audience and tailor your communication and presentation to appeal to them. For example, if your business targets Baby Boomers, design your brand identity with elements they prefer. Narrow down your audience by evaluating their demographics, creating a buyer persona, and conducting market research to understand their needs and interests.
6. Sticking with a lousy logo: Your business logo is the face of your brand, so ensure it is memorable and eye-catching. A well-designed logo represents your brand’s traits and goals, providing audiences with information about what you offer. Avoid sacrificing design for budget reasons, as a poor logo design can make you appear unprofessional and undermine your brand’s impact. Keep the design simple, balance elements, and consider working with freelance designers or design firms if you have the budget for a more comprehensive approach.
Don’t strive for perfection: Even the most prominent brands make mistakes. However, being aware of common branding mistakes can help you avoid them, save time, and prevent avoidable problems. Knowing how to steer clear of these issues is crucial for creating a distinct and profitable business.
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I’m Andrew Brooks, a seasoned finance consultant from the USA and the mind behind phonenumber247.com.
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