Three Ways to KILL Your Brand
That title may feel a little dramatic, but a) I've been watching a lot of angsty teen movies from the 90s lately (She's All That anyone??) so it feels normal... and b) certain approaches to branding can really yield painful results. In fact, overlooking these three things in your branding can keep your brand from attracting your dream audience. Yes you want a beautiful logo, but that logo needs to avoid being these three things:
DON'T FOLLOW THE TRENDS:
You know what happens when you follow (dare I say copy) someone else's logo design? You bore people. Your dream audience takes one glance and moves on. How can you stand out when you look like everyone else?
Get specific. Be who you are and share that in your brand! How would a former client describe your business? What makes you stand out? What do you deliver differently than others in your industry? Get YOU into your brand!
DON'T DESIGN FOR YOURSELF:
I see this mistake all the time. Just because you like hot pink doesn't mean it's right for your brand. Just because you like handwritten fonts doesn't mean it's right for your business if you want to attract both men and women. Just because you like something, doesn't mean your dream audience will be attracted to it.
Put your audience first always! Ask yourself these questions as you go through the branding process:
What aspects (type, color, illustration, etc.) of this design will your audience be drawn to and why?
Are there any aspects (type, color, illustration, etc.) of this design that do not fit with what your audience is drawn to? If so, why?
DON'T BE ALL OVER THE PLACE
Once you've nailed down your branding elements, don't use alternate fonts, colors or imagery. It's confusing! Consistency is what builds trust online. If you aren't showing up in a consistent way (because you're using 120,567 different fonts in your Instagram posts, for example), people won't be able to recognize you or trust you.
Stick with your business vision and just keep fine-tuning it, instead of backpedaling, or starting over again and again. Work with someone you trust to help you create the look or the strategy for your brand if you find yourself too immersed in it to reflect your true style and voice.