1. Not getting the logo right
A logo says a lot about your brand, but if you don’t get it right, in the beginning, it can be too complicated to change down the road. This is especially true when you don’t have the presence or stickiness to do so without worrying that you will lose valuable ground.
Edible Arrangements was held at the mercy of its Papyrus font for quite some time before altering its look 10 years after inception.
2. Missing out on the value proposition
Whether it’s your tagline, mission statement or even a headline on your homepage, not effectively communicating to audiences what makes your brand special will have people bouncing from your site before you know it.
Outline what you do and why it matters—and be sure to avoid:
- Overuse of buzzwords
- Vague terminology
- Not communicating the problems you solve
- Flying too close to what competitors are saying
3. Not adhering to brand guidelines
Nothing says forgettable like a business that doesn’t have its identity buttoned up. Brand guidelines serve to demonstrate what you represent, and what differentiates you from your competitors. Waver from the guidelines and your customers will gravitate toward a business with its act together.
Dismissing or not adhering to these brand guidelines is a nail in the coffin:
- Logo usage
- Color schemes
- Visuals and imagery
- Voice and messaging
- Fonts and typography