5 Common Brand Design Mistakes to Avoid

Building a brand is one of my favourite things to do, but creating one that stands out can feel a bit overwhelming, right? With so many design choices to make, it’s easy to get caught up in the details and miss the bigger picture. Don’t worry—you’re not alone!

In this post, we’re diving into 5 common brand design mistakes that many businesses make. Keeping these in mind can help guide you through the process. Whether you’re just starting your branding journey or looking to refresh your current design, these tips will help you build a brand that’s not only beautiful but also connects with your audience in all the right ways.

1. Not Knowing Your Audience

A stunning logo or a bold color palette might grab attention, but if it doesn’t connect with your audience, it won’t do much for your brand. Designing without knowing who you’re trying to reach is like throwing darts blindfolded! If your brand doesn’t speak to your audience, they might look somewhere else.

A great example of this is the infamous Gap logo redesign from 2010. Overnight, Gap replaced its classic blue box logo with a new, minimalist design. A spokesperson for Gap explained that the new logo was intended to signify Gap’s transition from “classic, American design” to “modern, sexy, and cool.”

2. Using Different Styles Everywhere

Consistency is everything when it comes to branding! If your Instagram posts feel like they belong to one brand, your website another, and your email newsletters yet another, it can leave customers scratching their heads. A cohesive look and feel across all platforms not only helps your audience recognize your brand but also builds trust over time.

Take Yahoo! as an example. Before 2019, their branding was all over the place—different styles, colors, and designs that made it hard to pinpoint their identity.

3. Making Your Logo Too Complicated

Your logo should be memorable, versatile, and easy to recognize at a glance. Avoid cluttered designs or overly intricate details that can be hard to scale down or reproduce across different media. A simple, clean logo tends to be more impactful and versatile.

Let’s look at an example: the 2012 London Olympics logo versus the 2020 Tokyo Olympics logo.

Leave your comment below:

The Tokyo logo is super clear and works perfectly even in smaller sizes. On the other hand, London’s abstract design, with its sharp angles, was often criticized for being too busy and hard to understand. It’s a great reminder that simplicity really does go a long way in making your logo stand out.

Unfortunately, it didn’t land well. Customers and professionals immediately pushed back, feeling the new logo strayed too far from Gap’s identity. The backlash was so intense that just six days later, Gap reverted to its original logo. The same spokesperson, stated “we’ve learned just how much energy there is around our brand, and after much thought, we’ve decided to go back to our iconic blue box logo”.

Gap’s speedy return to the old logo signifies a failed rebranding strategy. This misstep shows how crucial it is to understand your audience’s values, preferences, and expectations before making big design changes. Your design choices—whether it’s the colors, fonts, or overall style—should resonate with the people you want to attract.

Pro Tip: Before diving into design, spend time researching competitors and gathering feedback from your ideal customers. Ask yourself questions like, “What colors would appeal to my audience?” or “What style fits their personality?” By building your design around what your audience loves, you’ll create a brand they can’t help but connect with.

Their redesign transformed everything, unifying their branding across all platforms and giving them a polished, professional look.

Pro Tip: Ask your brand designer to give you a brand manual. This is a guide that document everything from your logo usage and color palette to fonts and tone of voice. This guide will keep your branding consistent and make it easy for anyone working on your content to stay on track.

Pro Tip: Think of your logo as an entry point to your brand, not the entire story. A straightforward, well-designed logo will serve you better than something overly complex. A good rule is that if it still looks clear and strong when it’s small, you’re on the right track!

4. Making Your Brand Too Similar to Competitors

It’s good to know what others in your field are doing, but copying their look can make your brand get lost in the crowd. Your brand should have its own unique personality so people remember it.

Take a look at these three orange juice brands— which one grabs your attention the most? While all three have similar labels, Uncle Matt’s really stands out with a design that feels fresh and different from the more typical, generic juice labels you often see.

Pro Tip: Focus on what makes you different. Your brand should reflect your unique values and style rather than blending in with everyone else.

5. Forgetting About Mobile View

With so many people accessing brands online through their phones, mobile responsiveness has become essential. If your branding (especially your website) doesn’t translate well on mobile devices, you risk losing potential customers. Design elements should look good and function seamlessly on smaller screens.

Pro Tip: Before launching, test your website and other digital assets on different devices. Make sure images are optimized for mobile, text is readable, and buttons are easy to tap. A mobile-friendly brand is essential today.

Building a strong brand isn’t about being perfect—it’s about being thoughtful and intentional. By avoiding these common mistakes, you’ll be well on your way to creating a brand that not only looks amazing but also connects with your audience in all the right ways.

Remember, it’s okay to learn and make adjustments as you grow. Start by understanding your audience, keep things consistent, and don’t shy away from simplicity—sometimes less really is more!

If you’re feeling overwhelmed or need some guidance, I’m here to help. Let’s work together to design a brand that truly represents you and stands out in the best way possible.