21 Jul 3 branding mistakes new business owners make

When you’re just starting your business, branding might feel like the “fun part”: choosing colours, playing with logos, and making your Instagram feed look nice.

And while it can be fun, branding is also one of the most strategic and foundational parts of building a business that attracts the right clients and helps you grow sustainably.

Over the years, I’ve worked with dozens of entrepreneurs, including doctors, wellness experts, event planners, and beauty professionals, and I’ve noticed three common branding mistakes that hold them back. Let’s break them down.

1. Relying on a DIY logo that doesn’t reflect your value  

Creating your logo might seem like a wise budget-saving decision, especially when tools like Canva or Fiverr make it so easy to get started. But here’s the truth: a generic or unintentional logo can send the wrong message about your business, even if the rest of your offer is strong. Your logo is the first impression most people will have of your brand. And in a crowded online space, people decide in seconds whether or not to take you seriously.  

What usually goes wrong?  

• Using random fonts that don’t align with your brand’s personality  
• Choosing trendy symbols that don’t speak to your industry  
• Focusing on “what looks nice” instead of “what represents me”.

What to do instead:  

Before you even think about designing, get clear on your positioning.

• Who are you speaking to?
• What do you want them to feel when they interact with your brand?

Your logo (and overall identity) should be built from those answers — not from what’s trending. A professionally designed logo, based on a strategic approach, will instantly elevate your credibility and give your audience the confidence to trust you.

2. Being inconsistent with visual identity  

Inconsistency is one of the fastest ways to make your brand forgettable, or worse, confusing. I often see new business owners constantly switching colours, fonts, or layout styles.

One day it’s bold and minimalist, the next day it’s soft and feminine. While experimentation is part of the journey, a lack of visual consistency makes it harder for people to recognise your brand and build a connection with it.  

Here’s why that matters:  

• Brand recognition = trust.  
• And trust = conversions.  

What consistency looks like:

• Using the same colour palette across Instagram, your website, and marketing materials  
• Sticking to 1–2 fonts in all your visuals  
• Maintaining a similar style of photography or design in every touchpoint  

It doesn’t mean you can’t evolve your look, but it does mean you need structure. Start by creating a simple brand guide with your core colours, fonts, and dos/don’ts. It will make content creation easier and help your brand feel more polished and professional.

3. Lacking clear messaging and positioning  

Wrong messaging and unclear positioning are the most common (and most damaging) mistakes I see. Your brand can be visually beautiful, but if people don’t understand what you do, who you help, or why they should choose you, you’ll struggle to convert attention into action.

Unclear messaging sounds like:  

• “Helping everyone with everything”  
• Vague captions and bios that don’t speak to a specific pain point  
• No tagline or brand statement that connects emotionally with your audience  

What to do instead:  

Start with a simple brand positioning statement. It can look like this:  

“I help [who you serve] with [what you do], so they can [desired outcome].”  

Example:  “I help service-based business owners create strategic branding and websites that attract aligned clients.”  

When people land on your Instagram or website, they should immediately know if your service is for them and what makes it different.

Clear messaging will give your audience the confidence to engage with you. It also makes your content more impactful, because you’ll stop guessing and start communicating directly to the people who need you most.

Final Thoughts

If you’re starting your business, don’t be discouraged if you see yourself in one (or all) of these mistakes. Awareness is the first step, and the good news is, every one of these issues is fixable. Your brand has the potential to do more than look good. It can help you get seen, build trust, and make real sales if you build it with intention.  

If you’re not sure where to start, I offer free mini audits to help you review what’s working (and what’s not) in your current brand.  

Let’s build something that reflects the real value of your business.  

If you have further questions as you start your branding journey, consider:

• What specific steps can I take to create a brand guide for my business?
• How can I effectively conduct a branding audit to identify my current positioning?
• What are some additional resources or tools for professional logo design that align with my budget?