The 5 most common branding mistakes I see all the time.
Let's be honest:
But:
There are a few classics that I watch every week - and to be honest, they just make it harder than it needs to be.
Here are my top 5 branding fails - to smile at, recognize or pass on:
❌ Error 1: Everything looks different
Website clean. Insta playful. Packaging? Completely different movie.
And no - this is not a "bold break in style". And it's not based on the fact that the target group is different on each platform. It's just confusing.
👉 Your branding should speak the same language on every platform, at every touchpoint. This is the only way to create a brand feeling that people will recognize. And ultimately also attracts them.
❌ Error 2: Design without purpose
"Looks nice" is not enough.
Sure, aesthetics are important - but design doesn't just have to look good, it has to do something.
It should guide, explain, convey a feeling.
If nobody knows what it's about, what's important or how your product should feel - then you have no branding. Then you have a nice shell, but no visual identity.
👉 Good design leads. It speaks without explaining. And yes: function can be sexy. Very much so.
How not to do it:
- Insta looks like Glossier, packaging like a tech product, website like a no-code construction kit.
- And after 2 months you no longer recognize the brand, because everything has been rebuilt again.
👉 Design without direction
👉 Zero recognition
👉 No feeling, no identity, just trendy aesthetics
❌ Mistake 3: Branding from the gut
"I like purple", "I've shown it to a few friends, they don't think it's so great". Cool. But does your target group like it? If it's all based on personal taste, you're a Pinterest persona - not a brand with a strategic positioning.
👉 Good brands are based on meaning. Not just on aesthetics.
❌ Mistake 4: You want to please everyone
If nobody gets offended, nobody will stick. No one will remember you.
And sorry: if everyone likes your branding, there's a good chance that it won't really mean anything to anyone.
👉 Decide who you're there for - and stick with it!
❌ Mistake 5: You think branding is your logo
A little reminder:
Branding is not your logo.
Nor is it your product photo.
Or your about page.
Branding is the feeling that resonates at every touchpoint.
From the insta-reel to the packaging. From customer service to the language on your delivery bill.
👉 You can start with small things - but you should never underestimate how much they add up to.
💬 What you can take away from this
✨ Branding is evolving. That is normal.
But it should develop in one direction - not anew every week.
✨ And yes: not everything has to be perfect from the start. But you should start strategically.
🎯 Next week:
Here are the 5 must-do's in branding. The things that really matter - and what you should focus on when you start.
🏁 Conclusion
You don't need to know everything right away.
But if you avoid these 5 mistakes, it will be easier - for you and for everyone who comes into contact with your brand.
And that's what it's all about:
Recognition. Trust. Feeling.
See you next week - stay clear, stay human, stay you.
Chantalle
