Branding mistakes new businesses should avoid

23 Jun

Starting a new business is exciting but building a strong brand can feel overwhelming if you’re new to it. As a branding and graphic designer working with startups in Lancashire and beyond, I’ve seen first-hand how avoidable branding mistakes can cost time, money and opportunities.

Here are five common branding mistakes new businesses should avoid and what to do instead…

1. Skipping brand strategy

One of the biggest mistakes is jumping straight to a logo without a clear brand strategy. A beautiful logo is great but it won’t help if you’re unsure who you’re trying to reach or what makes you different.

What to do instead:
Before designing anything, define your target audience, brand values, and unique selling point (USP). This foundation will guide all your design and marketing choices.

2. DIY logos

While DIY logo tools can be tempting for tight budgets, they often lead to generic, inconsistent branding that won’t stand out. Your brand is more than just a pretty icon - it’s your business’s first impression.

What to do instead:
Invest in a professional branding designer (hi, it’s me) who understands your industry and audience. It’s an investment that pays off in credibility and trust.

3. Using inconsistent colours & fonts

A common sign of weak branding is using too many colours, fonts, or styles across your website, social media and marketing materials. This confuses customers and makes your business look unprofessional.

What to do instead:
Use toolkit - a simple one-page document outlining your logo, colours, fonts and imagery style. Stick to it everywhere!

4. Ignoring your audience’s preferences

Some new businesses choose branding that reflects their own tastes, not their customers’. For example, choosing pastel colours because you like them — when your audience expects bold, energetic visuals.

What to do instead:
Research your competitors and audience preferences. Think about what colours, fonts and imagery resonate with them and balance it with your personality.

5. Forgetting about brand voice

Your visual branding is only half the story, your brand voice matters too. Using inconsistent tone (formal one day, casual the next) can confuse your audience and weaken trust.

What to do instead:
Decide on a consistent tone of voice (friendly, professional, quirky) and apply it to your website copy, social posts and emails.