Mistakes To Avoid When Making A Brand

Graphic Designer working on computer, with color palette next to them
Graphic Designer working on computer, with color palette next to them

TOP 7 Mistakes to Avoid When Making Your Brand

When it comes to creating a brand, there are a lot of factors that can influence its success or failure.
From the design of the logo to the messaging used in advertising, every element plays a role in shaping how the brand is perceived by its target audience. To help ensure that your brand is a success, it’s important to avoid certain mistakes that could undermine its effectiveness. In this article, we’ll explore the top 7 mistakes to avoid when making your brand, but first, let´s go over the main reasons why corporate identity is essential for business success.


Woman typing on a laptop, with yellow screen

Why is corporate brand identity essential for business success?

Corporate identity, also known as corporate branding, is the way in which a company presents itself to the public. It includes everything from the company’s logo and tagline to its messaging, values, and marketing materials.

A strong corporate identity is essential for any business, regardless of its size or industry. It can create a positive first impression that helps to build trust and credibility with your audience. A well-designed logo and professional marketing materials can give your business a polished and professional appearance that sets it apart from competitors, which is essential in a crowded Marketplace.

Consistency is also key to building brand recognition. When customers see your logo or other branding elements, they should be able to instantly recognize your business, creating familiarity and trust, making it more likely that customers will choose your business over competitors.

In conclusion, corporate identity is essential for any business that wants to succeed in today’s competitive marketplace. By creating a professional and consistent image, building brand recognition, increasing customer loyalty, setting your business apart from competitors, and fostering a sense of pride and unity among employees, a strong corporate identity can help your business achieve long-term success.


TOP 7 Mistakes to Avoid When Making Your Brand

1) Using AI to name your brand

Robotic and human hands touching in reference of "The creation of Adam" painting

Wait, wait, calm down! We both know artificial intelligence has its perks, but there are a few things to consider before naming your company after a random name-generator website, or a mix of random abbreviations. Avoiding the use of AI and random abbreviations to name your brand is important because it can have negative consequences for your business.

Firstly, using AI-generated names can lead to a lack of human connection and emotional resonance with customers. Customers may perceive the brand as cold, impersonal, or lacking in creativity. This can make building a loyal customer base and differentiating your brand from competitors harder. Also, most times, it´s just a mixture of two random names that are not even related to the business itself, it´s confusing for customers and can even be hard to promote.

Secondly, random abbreviations can be difficult for customers to understand and remember. If the abbreviation is not intuitive or easy to pronounce, customers may struggle to find your business online or through word-of-mouth recommendations. This can lead to reduced brand recognition, reduced marketing effectiveness, and ultimately reduced revenue. If your new business goes by only a few letters, it can be tricky for customers to remember and keep track of it unless it’s already well-known. The “GAP” is an example that illustrates these circumstances, most people think “GAP” actually stands for something, but no – initially, the aim was to target the younger generation, the name actually refers to the generation gap of the time. It took years to become the huge corporation that is today, and in this case, the name worked, but is it worth the risk?

Additionally, using AI-generated or random abbreviations can lead to legal issues. If the name is similar to an existing brand or infringes on intellectual property rights, you may face legal action or government sanctions. This can be expensive and damaging to your business reputation.
All in all, choosing a name that accurately reflects your brand values, personality, and target audience can help you build a strong brand identity and drive long-term success.

2) Avoid the clichés, embrace your culture

Here we have an appreciation for the old-fashioned and vintage, but when it comes to naming, there are some names that at this point are overused.
Especially for companies based in foreign countries that opt for English names – try asking yourself if it is really needed, who is your target audience? Would they have trouble pronouncing something in another language? If that´s the case, the solution most times is using an English name, but avoid names like “infinity”, “balance”, “vision” and “art”…

Avoiding cliche names for your brand is important because it can limit your ability to differentiate yourself from competitors and make it harder to build a strong brand identity.

Cliche names are overused and lack originality, which can make it hard for customers to remember and connect with your brand. They also tend to be generic and lack personality, which can make it harder to stand out in a crowded marketplace.

It can also signal to customers that your brand is uncreative and unoriginal. This can lead to negative perceptions and reduced customer trust, which can ultimately impact your bottom line.

3) Choice Overload

Ice cream options in a shop

When a company offers too many options and products but isn’t particularly good at anything, it is often referred to as “the paradox of choice” or “choice overload”. This means that while customers are presented with many options, they may struggle to decide due to the overwhelming number of choices available.

This can be problematic for a company because it can lead to reduced customer satisfaction and loyalty. Customers may become frustrated with the process of trying to choose a product or service, and may ultimately decide to take their business elsewhere.

We know you want to offer your customers a wide variety of products and services, but too much of a good thing can be overwhelming. Just like your favorite ice cream shop, you don’t need 31 flavors to satisfy your customers. Sometimes, just a few well-curated options are enough to keep them coming back for more. Offering too many options can dilute a company’s focus and expertise. By spreading resources too thin, a company may struggle to excel in any one area and may fail to stand out from competitors. This can lead to a lack of brand recognition and reduced market share. To simplify, we have a known saying in design – Less is more. This is something to always have in mind, especially when choosing what kinds of services, or products your company will provide, it´s better to be really good at and be recognized for only a few things than to be mediocre at multiple things.

To avoid the paradox of choice, it’s important for companies to focus on their core competencies and offer a limited, but well-curated, selection of products or services. By doing so, they can build a strong reputation for quality and expertise, and make it easier for customers to make purchasing decisions.

4) Unprofessional Emails

Okay, okay, we´ve all been there, there´s no judgment. We all had those very fun and creative email addresses, and know you’re a creative genius and your email address reflects that, but maybe it’s time to retire “catluvr123” and switch to something more professional. After all, you don’t want to miss out on that big business deal because your email address made you sound like a crazy cat person.

It can create a negative first impression with potential clients or customers, it can make your business appear unprofessional, untrustworthy, and even immature. This can lead to lost business opportunities and reduced credibility in the eyes of potential clients or customers.

Secondly, it can also make establishing a strong brand identity difficult. Your email address is an important part of your company’s online presence, and a professional email address can help you build a consistent and recognizable brand. An unprofessional email address, on the other hand, can detract from your brand and make it harder to establish a strong online presence.

Thirdly, using an unprofessional email address can be a security risk. If your email address is easily guessable or based on personal information, it can make it easier for hackers to gain access to your account and steal sensitive information.

In addition, using a personal email address for business purposes can lead to confusion and lost messages. It can also make it harder to keep track of important business correspondence and can lead to missed opportunities or deadlines, so take that into consideration.

5) Avoid Using Canva to design your brand

I want to start this by saying that there´s nothing actively wrong with Canva, it is a cheap, accessible, easy-to-use graphic design platform that offers a range of templates and design tools to help users create graphics and visual content for a variety of purposes. While Canva can be a useful tool for certain design projects, even for small independent businesses, it’s generally not recommended for creating your brand identity or visual branding materials, and we´ll tell you why.

Firstly, in more technical terms, Canva isn´t a vector-based program, this means that you can´t create an image and change its size without losing quality. So whether you want to just use it online, make a banner, or stationary, these are all different sizes, and the vectors are meant to keep its quality, which Canva lacks.

Secondly, something that not a lot of people know, since Canva´s templates are customizable and accessible to anyone, that means that your rights to the logo are non-exclusive and, in legal terms, you can´t register it as a trademark, same applies to Adobe Stock, for instance, which fine-print claims that since Adobe Stock only grants a right to use the images, and doesn´t transfer ownership, none of the material provided by the platform can be used in or as a logo. Using a non-copyrighted logo can have some legal troubles in the future, so if possible, it´s best to just avoid it.

6) Failing to define your target audience

Finance man checking graphs

This one might seem basic, and it is, but people just starting out often don´t realize how important it is. Without conducting proper research, a business may fail to understand the ideal customer base and develop marketing strategies that appeal to them. This can lead to ineffective marketing efforts, resulting in a low number of sales or customers.

You wouldn’t try to sell hot sauce to someone who doesn’t like spicy food, would you? It’s the same with your brand. You need to know your target audience and tailor your brand to their needs and preferences. If you’re targeting millennials, maybe a retro 80s theme isn’t the way to go. Unless, of course, you’re selling neon fanny packs and scrunchies.

Secondly, poor target research can lead to wasted resources. Businesses may invest significant time and money into marketing campaigns that are not effective or appealing to their target audience. This can result in a waste of resources and negatively impact the business’s overall success.

Thirdly, without conducting proper research, businesses may struggle to differentiate themselves from competitors and stand out in the marketplace. Target research can help identify a business’s unique selling points and competitive advantages, allowing them to differentiate themselves from competitors.

Fourthly, a lack of target research can also result in a failure to understand the needs and wants of the target audience. This can lead to a product or service that does not meet customer expectations, resulting in negative reviews and low customer satisfaction.

7) Underestimate the Visual Identity

Computer screen

That’s right, you probably already know that the way your brand looks can make a BIG impact on how it’s perceived by potential customers.

Think about it – what catches your eye when you’re scrolling through social media or walking down the street? Usually, it’s something that looks visually appealing or interesting, right? The same goes for your brand. If your logo, color scheme, and overall visual style are well-designed and eye-catching, you’re more likely to grab people’s attention and make a positive first impression.

But it’s not just about looking pretty. A strong visual identity can also help build brand recognition and consistency. By using the same colors, fonts, and design elements across all of your branding efforts, you can create a cohesive and unified brand image that’s easily recognizable and reinforces your brand values and messaging. Plus, it just looks more professional and put together.

And let’s not forget about the emotional impact. Believe it or not, the colors, fonts, and design elements you choose can evoke certain emotions and associations. So if you choose the right ones, you can create a strong emotional connection between your brand and your customers. And who doesn’t want customers who are emotionally invested in their brand?
So there you have it – a few reasons why your brand’s visual identity is no joke. So don’t skimp on the design work, my friend. Invest in a well-designed visual identity, and watch your brand soar to new heights of recognition, consistency, and emotional connection.


In conclusion, naming your brand can be challenging, but it’s important to avoid common mistakes that can negatively impact your business. Using AI-generated or random abbreviations to name your brand can lead to a lack of emotional resonance with customers, difficulty in brand recognition, and even legal issues. On the other hand, avoiding cliché names is important to differentiate yourself from competitors and build a strong brand identity that customers can connect with.

Additionally, choice overload can be a real issue for companies offering too many options, leading to reduced customer satisfaction and loyalty. Therefore, focusing on your core competencies and offering a limited but well-curated selection of products or services can help build a strong reputation for quality and expertise.

Finally, it’s essential to have a professional email address that represents your brand and communicates reliability and trustworthiness to your customers. So ditch those old creative email addresses and opt for something more professional.

In short, creating a successful brand requires careful consideration of your values, personality, and target audience. By avoiding common mistakes and focusing on building a strong brand identity, you can differentiate yourself from competitors, establish trust with customers, and drive long-term success for your business. So go ahead, take the time to name your brand thoughtfully, and create a brand that you can be proud of. Remember, building a brand is a serious business, but it doesn’t have to be boring. So have some fun with it!