7 Common Mistakes in Brand Design and How to Avoid Them
Consumers don’t buy quality alone, or as Zig Ziglar said: “People don’t buy for logical reasons.” A brand's purpose is to provoke action based on the perception of an experience. When building a brand, it’s not enough to have a great product or service; the way you present and execute your brand can make or break its success. Below are common mistakes in brand design and best practices to avoid them.
1. Neglecting to Identify What’s Valuable to Consumers
Brands often rush into action without truly understanding what matters to their audience. Small details can significantly impact the experience. Failing to grasp this can result in costly, ineffective actions, like unnecessary designs, campaigns, or messaging that don’t resonate with consumers.
Example: A premium skincare brand might assume high-end packaging attracts customers, but if the audience values sustainability and transparency, a simple, eco-friendly package could be more valuable.
Best Practice: Early-stage surveys, focus groups, and social listening provide insights into what your audience values. Patagonia’s success stems from its deep understanding of its eco-conscious audience and consistently aligning its messaging and practices with those values.
2. Designing for yourself or your team not your audience
A common issue is creating a brand based on the owner’s preferences rather than focusing on how the consumer will perceive the brand. Internal teams often steer the brand in a direction that reflects their desires more than consumer needs. It’s critical to remember: “Your brand is what people say about you when you’re not in the room” (Bezos).
Example: If a luxury brand emphasizes exclusivity but sets accessible prices to drive volume, the brand image becomes inconsistent.
Best Practice: Conduct audience-focused research before launching brand designs. Understand your customer’s needs, desires, and values. Build personas and test elements—such as the logo, tone, and messaging—against these personas. Nike is a great example: its messaging is centered around empowerment, not just athletic gear, which resonates with its core audience.
3. inconsistent brand execution
Even with a strong brand concept, inconsistent execution can dilute the brand’s impact. This happens when the brand’s promise and the customer experience don’t align. Each brand thrives on the perception it builds.
Example: A tech company could position itself as innovative, but if its visuals are outdated and its support is sluggish, there’s a disconnect between promise and reality.
Best Practice: Develop detailed brand guidelines covering tone, visuals, customer interaction, and product delivery. Ensure every department—marketing, customer service, and operations—implements these standards consistently. Apple, for instance, is renowned for its consistent branding across product design, retail, and customer service.
4. Focusing on the wrong touchpoints
It’s common for brands to focus on the wrong touchpoints, such as over-investing in social media while ignoring the in-store experience, which might be more crucial for their audience.
Example: Starbucks realized that the in-store experience—ambiance, music, and smell—was key in creating an emotional connection with its customers, differentiating it from competitors who focused primarily on the product.
Best Practice: Map the customer journey to identify the critical touchpoints where customers form strong opinions. If the audience interacts mainly through physical stores or customer service, prioritize these experiences. Amazon focuses on its user-friendly app and fast delivery because these are crucial to its customer experience.
5 assuming the message is clear without testing
Teams often assume the brand’s message is self-evident. However, without proper testing, the message may be misunderstood or fail to resonate.
Example: A brand may believe it’s promoting sustainability, but consumers might perceive the message as greenwashing if it’s not clearly conveyed.
Best Practice: Test your messaging through A/B testing or focus groups to ensure your message aligns with how your audience perceives it. Dove’s “Real Beauty” campaign is an excellent example of a message refined through audience feedback, resulting in one that deeply resonated.
6. skipping early consumer testing
Another common mistake is not testing key brand elements—name, logo, messaging—early enough. Many brands skip this stage, resulting in costly rebranding or a lack of connection with their audience.
Example: Airbnb initially struggled with its logo and brand positioning until early testing led them to refine both, creating a brand that resonated with users.
Best Practice: Prototype elements of your brand before launch and gather feedback. Platforms like usertesting.com provide real-world insights into how consumers perceive your brand. Testing early can save time and resources, preventing major misalignments.
7. immitating competition instead of differentiating
Copying the competition is a frequent error. Brands that imitate others risk becoming indistinguishable and unmemorable. Instead of blending in, focus on what sets your brand apart.
Example: Tesla didn’t just mimic the auto industry—it redefined it by emphasizing innovation and sustainability, creating a unique identity that resonates globally.
Best Practice: Conduct an internal audit of your brand’s strengths and values. Focus on what makes your brand unique. Ask: Who are we? What do we do? How do we do it? Why is it important? Engage with customer feedback to understand what makes your brand different in their eyes.
Build with Your Audience in Mind A successful brand is built on one key element: its audience. Focus on understanding your audience, and you’ll create a brand that resonates, delivers on its promise, and stands the test of time—turning your brand into a legend.
Have you encountered any of these challenges in building your brand? Let’s discuss how avoiding these common pitfalls can strengthen your brand’s impact. Share your thoughts or reach out to explore how we can help turn your brand into a lasting legacy.
