4 pitfalls to avoid when branding your business

If you are a start-up or a new entrepreneur, the future of your business is a blank slate. You decide how you want to establish your identity, develop your brand, and the direction you want your business to take. It’s a very exciting time and with focused efforts, your new business has great potential!

However, many new business owners miss the importance of building a quality brand identity. Often, in a rush to start “doing business”, entrepreneurs skip vital steps in building their company’s brand. Most people focus on the company name and the design of an eye-catching logo, but neglect to give thought and consideration to things like color and font selection, photography style and imagery. illustration and brand writing.

Here are some pitfalls to avoid when starting your business and building your brand.

  1. Understand the power of branding

Branding can be a powerful tool in the success of your new business. However, if you neglect its importance, you might miss a huge opportunity.

When developing your start-up business, there are many questions to ask yourself and aspects of your business to consider.

  • Take the time to do market research and find out how your competition is represented. Perform a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis of your new business and your competitors.
  • Establish your mission and vision. These will help you understand the purpose of your business and determine the direction of your brand.
  • Determine your ideal client, including the characteristics that make them desirable.
  • Consider your company’s tone and voice.

When you can fully appreciate the power of branding, you will take the time to invest in proper branding, building your business on a solid foundation. Now, just because you can appreciate the power of branding doesn’t mean you’re an expert and chances are you could benefit from hiring a professional to help you get started ( see item 3). Make sure you don’t underestimate the importance of establishing a quality brand identity before you do anything else.

  1. Don’t Jump the gun

When you’re starting a business, it’s very easy to get caught up in the excitement of starting your business, often rushing through the initial process to try and get out there and make some money. But building a strong and lasting brand requires both research and know-how.

When working on building your brand, take the time to dig deep and clearly define your vision. Ask yourself questions like:

  • Who is my target market?
  • How do my competitors market themselves?
  • What kind of identity do I want for my business?
  • Am I targeting high-end customers or discount buyers?
  • What kind of emotions do I hope my brand will evoke in potential customers?

The last thing you want to do is rush through the process of developing your brand identity only to be unhappy with how your business will look in a few months (see point 4).

So, you take the plunge and start the business you’ve always dreamed of. Chances are, when you considered that ideal business, you thought of a clever name for your new business. Does this affect all brands? There are a lot of things that go into naming a business, maybe some things you never considered. Be sure to start the branding process with a solid name.

In addition to choosing a name, most businesses start with a logo. This is the bare minimum required to set up with business cards and possibly a storefront sign. However, if the logo and brand identity are unprofessional or don’t make sense to the business, your presence will suffer.

We know you’re excited to land your first client and get the process started. But don’t jump the gun. Your future self will thank you for taking the time to reflect and set yourself up for long-term success.

  1. In for money

When deciding on your brand experience, consider the logo that will describe the level of quality and service you will provide. If you’re looking to attract high-end customers, a discount logo won’t attract the customer base you’re looking for. There are many free online logo generators on the web and discount logo design sites. But, even investing $100 for a logo design that you are ultimately not happy with is a waste of money.

But a brand is more than just a logo. A successful brand brings together integrated elements that create a unique user experience. These are things you can see like the logo and packaging, but also customer experiences and perceptions.

Unless your business creates brands for other businesses, you probably don’t have all the skills necessary to successfully create a brand for yourself. We all have unique abilities and experiences, and it’s okay to hire a professional to help you establish an effective brand for your business.

When you hire a professional and experienced brand development agency, you can be sure that your brand identity is built on many carefully considered facets that will be consistent across all mediums and platforms.

  1. Avoid having to switch brands

Nothing kills a company’s momentum and traction like having to completely redesign the brand. Changing the logo or color to refresh an established brand after a number of years is one thing, but starting over can be a costly mistake. It is worth the time and investment to research and plan your brand positioning and identity (see point 1).

Maybe you’ve taken the plunge and now realize that your brand isn’t everything you hoped for. You may notice that business has started to slow down and comments are pouring in that your logo is amateurish, your corporate colors are off-putting, and your brand message is confusing. Now you are back to square one.

Having to launch a new brand could potentially lose any dedicated customers you were able to secure. Plus, all that time, effort, and money invested, even if it was good business at the time, would be wasted. Put your calculated best foot forward and get your brand image right the first time.

Create the ultimate brand experience

The biggest brands are timeless and will resist the coming and going of the latest design trends. Great brands mean trust, loyalty and recognition. Exceptional brands encompass more than physical elements. They embody a voice and are a brand live.

Don’t take the development of your company’s brand lightly. Invest the time and resources upfront to establish a clear vision and develop a consistent, impactful, and professional brand presence that will get noticed, be remembered, and instill trust in your business.


Sandra Dugas is the marketing and creative director of ZOO Media Group. Sandra’s keen eye for building strong brands and innovative marketing strategies has helped hundreds of organizations grow their businesses.