Brand Pitfalls

Written by Acme Mag

We reveal the common branding pitfalls you need to avoid when undertaking a branding project. Branding journeys; whether they be the creation of an entirely new brand or refreshing your brand’s image, are big and exciting tasks to undertake.

To optimise the experience and really set yourself up to get the ultimate result for your branding experience, we have created a list of the common pitfalls that should be avoided when undertaking your branding work.

For many, undertaking a branding journey themselves seems like a straightforward and cost effective idea. However those with this line of thought tend to see branding as merely a logo, rather than an exercise that shapes the core of a brand, how it’s received by consumers and where the brand is destined to go in the future.

As humans, we’re highly visual creatures which is why it’s imperative to put your branding journey into the hands of someone who understands the entire branding process and is able to provide a neutral viewpoint of your brand’s potential.

Similarly to doing it yourself, going with an inexperienced or unpassionate graphic designer often leads to a hollow logo which doesn’t align with your brand or it’s ambitions for the future. If you’re going to undertake a branding journey, make sure you’re all in. Find a graphic designer that is passionate about your brand’s potential and knows the ins and outs of branding. This may mean paying more than you anticipated, however by doing it right the first time, you will be saving yourself time and money in the years to come.

When it comes to branding, deadlines are your friends. In the beginning the initial excitement of your branding journey propels you along and you’re eager for meetings with your graphic designer and stakeholders. However, we often see this drive diminish as time goes on, especially as undertaking a branding project isn’t directly linked to profit or required day-to-day tasks. By setting deadlines, or rather ‘time guidelines’ you’re ensuring that your branding journey continues uninterrupted and is completed within a couple of months, rather than pushing into the 12 month+ territory.

We know it’s a curious notion to think of a brand as a multidimensional character, however it’s this concept that separates hollow and inconsistent brands from brands of substance. Being able to know and define ‘who’ your brand is sets a precedent for how the brand should look, how the brand communicates and how the brand is likely to be received by your market. It should be noted that a brand is not a direct reflection of owners and/or founders, however certain aspects may be borrowed if it suits the brand’s mission, vision and values.

Graphic designers are magical people – they can make something from nothing, introduce you to colours you never knew existed and sometimes they speak in a language exclusively of numbers and letter combinations such as RGB and CMYK. What they can’t however do is read your mind.

For example, if you want something to be blue, you’re going to have to be a little more specific as there are well over 200 different shades of blue. This is why it’s important to take time to openly communicate with your graphic designer. By doing so you’ll ensure that your branding journey is smoother, quicker and more enjoyable for all parties involved.

Fun Fact: Crayola currently sells 19 blue crayon variations.

Branding is a key driver in the promotion of a company by means of advertising and a distinctive design, and ideally this distinctive design is well received by the intended audience.

This is where the separation of owner/founder preferences and the brand is key. Branding should aim to please the market and work to facilitate genuine connections rather than bowing to owner/founder specific preferences.

Micro-managing doesn’t help anyone – not you, not your graphic designer and certainly not your branding journey. While the urge to control each aspect of the branding process can be tempting, micromanaging takes up unnecessary time, confines the brand’s potential and can create friction between you and your graphic designer.

If you’re confident in your choice of graphic designer, let them spread their wings so they can expand the boundaries of your brand and push it to reveal something truly memorable.

Similar to micromanaging, being resistant to change confines your brand’s potential. As Steve Osborn says, “Change is uncomfortable, staying the same is unbearable. It’s your choice” – so choose wisely and see where it can take you.

Now that we’ve covered the what not to do – let’s briefly discuss what you should be doing.

1 / Take time to discover your brand and where you want it to go

2 / Choose a graphic designer who has experience and is passionate about what they can bring to your brand journey

3 / Create open lines of communication with your chosen graphic designer

4 / Set a timeline and stick to it.

If you’re unsure of how to start your branding journey, whether you’re ready for a brand journey or you’re curious about the different types of branding options available – get in contact with Identity Marketing. They have a team of passionate, experienced and savvy graphic designers who not only know branding – they live for it.