Part One: 12 most common mistakes in brand identity design with tips on how to fix it!
Having a brand identity is crucial for communication, yet its existence doesn't guarantee effectiveness. Numerous large or small factors, from poor design choices to illegible text, hindering the development of a coherent and affective brand identity. Such oversights, intentional or not, can result in your brand identity not resonating with people.
Here we have compiled a list of common brand identity design issues, along with some useful tips on how to upgrade your identity, differentiate your brand and connect with your people.
Mistake 1: Throwing spaghetti at the wall hoping something would stick
Crafting a compelling visual brand identity goes beyond personal preference to focus on audience perception, market trends, and effective messaging.
A successful brand identity communicates your unique story and connects authentically with your audience. If there's a mismatch between your brand's visual representation, what it’s saying and its essence, the aesthetic appeal of your logo, graphics or colour scheme won't matter. This doesn’t mean be a sheep and follow others or play it safe with your visuals or your brand identity either, as you want to have that differentiation – your why!
What’s the fix?
Deeply understand your core values, mission, and vision. Consider your brand's personality—imagine if your brand were a person and describe its characteristics. Create ideal personas, focusing not just on behavioural psychographics but also on values-based psychographics for deeper audience insights. This helps in articulating your brand story effectively to connect with them. There’s a great proverb that says “Where there is no vision, people perish…”
To help with identifying these aspects, download our free brand personality and clarity workbook, discover your brand story workbook resources, or engage with a copywriter who you fit with that gives you tailored brand tone and development guidance.
Mistake 2: Meaningless visuals
As we know a brand isn’t just a logo, however a logo is super important. Consider a logo as a flag planted by an explorer in a territory. The logo marks the unique identity and territory of a brand in the vast marketplace, signalling its values and mission to all who see it.
A strong logo that supports and reinforces your brand’s core identity, mission and business is key! It has some symbolism or some meaning behind it, even if it’s as simple as bolding the lettering – it doesn’t have to be complex and theological (FYI, we usually design and test behind the scenes like 20 different logo ideas and options for a brand – just to start and then focus on what truly is working and reflects the brand).
What’s the fix?
If you are struggling to come up with a logo that connect to your brand, firstly identify who needs to be involved in the decision making of the visual brand identity, conduct a brand audit whether that’s in house or through a brand specialist. This brand audit will identify (purpose, vision, mission, values), goals, personas. Write a creative brief so that everyone is aligned on the same page internally and if you are using a creative brand specialist. Do a brainstorming session but don’t spend too much, identify whether key words, shapes, or use Pinterest that helps you align well with your vision, mission, values etc. This begins the journey to start with having graphics strategically aligned and designed.
Mistake 3: A limited visual brand identity
After finalising your visual brand identity, you might find yourself without a detailed guideline for its application. Think of this missing guide as a manual for using your visual and branding tools effectively. It's essential for maintaining direction, ensuring alignment, and promoting consistency. Like a map in a dense forest, this guide helps you navigate when you're slightly off track. This guide you can refer to regularly internally and give to suppliers externally.
Note, your brand evolves over time and so should your brand guideline, that doesn’t mean it changes completely, but rather it gets refined with the alignment of your brand vision, mission and statement. A great example is brands like McDonalds, IBM, Instagram, Spotify that have evolved.
What’s the fix?
When getting your visual brand identity, get your brand specialist to create a guideline, or if you are a start-up and don’t need a comprehensive guide– ask for a simple style sheet. Some of the items that are basic in your guideline can include; logo, colours, fonts and typography, hierarchy, photography, illustration, iconography, data visualisation, supporting brand graphics, application – web design, social media usage.
Mistake 4: Consider application.
A good brand identity isn’t just robust; it features intuitive design. Poorly chosen colour schemes, unresponsive websites, complex language that confuses the audience, low-res images—these are the types of things that can make people turn away (and degrade your brand experience).
What’s the fix?
Whether you’re designing your logo or your website, consider various use cases and user experiences. Will your logo render well as a small social profile pic? Is that new interactive infographic mobile-responsive? Should that language be more simplified. These are the crucial questions to ask. Test and trial out different aspects, get feedback from your brand specialist or website designer.
Mistake 5: Inconsistent elements
Just because you designed a logo, combined some colours, and chose a typeface doesn’t mean your visual brand identity is cohesive. If you want to create a unified experience, you need to design every element as a complement to the other. For example, if your logo has sharp edges, have your supporting graphic icons to have sharp edges to match and complement the brand.
What’s the fix?
Start with your logo, then flesh out each element from there (FYI, we design based on systems, we look at your logo to see if there’s themes of supporting graphics or elements that can be used in your brand). Your typeface should work well with your logo (e.g., character shape and personality). Similarly, your colours should work well with your typeface (e.g., not too light to read). Aim for balance rather than strict adherence to rules, ensuring everything works together harmoniously.
Mistake 6: No Diversity in Imagery
No, we’re not talking about image styles. We’re talking about the people and/or characters you’re depicting, whether it’s in photographs or illustrations. We are currently working with a health clinic with illustrations and incorporating different ethnicity, and body shapes, ages etc, as their clientele represents this.
The other aspect of no diversity is perhaps you are a business coach, or financial industry. Having a headshot is great, but what about showcasing your brand personality and having some lifestyle shots. Obviously, this must align with your brand vision, mission and values and we are not necessarily saying ‘personal’ photos – it has to work with your brand. An example is a brand that we are working with that wants to incorporate lifestyle imagery, including ocean/water and sports-based imagery. This aligns well with their brand strategy.
What’s the fix?
Be mindful of diversity (age, race, gender, etc.) in the images you choose. Consider your brand personality regarding photographs. Think about what the imagery you use says about your brand, your values, etc. In your brand guidelines specify a specific direction, have an image library that reflects your brand that you can use. Speak to a professional photographer that can help you with imagery, however, ensure that it matches your branding and that there’s no disconnect.
We’re *obviously* super passionate about this topic so if you want to dive deeper with insights tailored to your business, book a complimentary 15-minute enquiry chat with us today. Together, we can work together and unlock a stronger brand to really connect with your audience.
Stay classy! ✌🏻
Referenced: CommonMediaWant to get all the juicy goss about branding and illustration straight to your inbox?
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Just like Mr Magorium’s Wonder Emporium, where we share a variety of (branding and illustration) tips that bridges the gap between designers and business owners.
