Avoid these traps if you want your brand to stand out and stick.
You don’t need a flashy brand. You need a cohesive one. And yet, even strong brands fall into the same traps.
In this piece, I walk through three of the most common missteps I see—plus how to fix them. From mixed metaphors to inconsistent usage, these small shifts make a big impact.
Branding feels like this big, fancy word that sometimes gets overcomplicated—but when you zoom in, it often comes down to a few simple mistakes that trip up even good brands.
The first one? Inconsistency.
I can’t tell you how many times I see a brand that looks great on its website—but then their social posts are all over the place. Different fonts, colors that don’t match, logos stretched or pixelated. It’s like trying to recognize a friend who’s changed their hairstyle every week. Consistency builds trust. Without it, people get confused.
Second mistake: Ignoring context.
Your brand isn’t just a logo slapped on everything. It lives in the real world—on phones, posters, emails, packaging—and each place demands something slightly different. Some brands make the mistake of using the exact same logo size or layout everywhere, which can feel clunky or illegible. Adapting your visuals to fit each context while staying true to your core identity is key.
And third—Not evolving.
Brands aren’t static, and neither are their audiences. What worked five years ago might look tired or irrelevant today. But some brands hold on to the same old look way too long, afraid of change. Refreshing your brand thoughtfully keeps it fresh and connected to what people expect.
The good news? None of these are rocket science. With some attention and intention, any brand can fix them. And the payoff? Clearer communication, stronger recognition, and a lot more confidence in how you show up.
