Not too long ago, I found myself in the market for a contractor to tackle a home project. Naturally, I turned to a local Facebook group for recommendations. After scrolling through suggestions (and resisting the urge to get sidetracked by cat videos), one name stood out. They seemed like a solid choice at first glance. But as I started digging deeper, things got…weird.
Their logo was consistent across platforms, but the way they described their business on social media felt like it belonged to a completely different company than their website. It left me wondering: if they weren’t paying attention to how they presented themselves, how much attention would they pay to my project? In the end, I chose someone else – a contractor with a more cohesive presence that whispered (or maybe shouted), “You can trust me!”
Sound familiar? Many small business owners think branding begins and ends with a logo. But branding is so much more. It’s how your customers experience and perceive your business. Let’s dive into the most common branding mistakes small businesses make and, more importantly, how to fix them.
Mistake 1: Thinking Your Logo Is Your Brand
Your logo is just one piece of the puzzle – like the corner piece that starts the big picture. Your brand is the full masterpiece – a combination of your mission, vision, core values, and how people feel when interacting with you. Even the snazziest logo won’t carry much weight without these foundational elements.
How to Fix It: Start by clarifying your mission (your “why”), your vision (what you’re working toward), and your core values (what you stand for). Write these down and use them to guide your business decisions and communication. Strong branding starts with a clear purpose.
Mistake 2: Inconsistent Messaging
Have you ever visited a business in its online spaces and felt like you were meeting two entirely different personalities? Maybe their Facebook posts are playful and full of humor, but their website sounds like it was written for a boardroom presentation. This kind of mismatch doesn’t just confuse potential customers – it makes them question a company’s reliability.
How to Fix It: Create a simple brand guide. It doesn’t have to be fancy – just something that outlines your tone, voice, and key messages. Use it to ensure your messaging feels cohesive across all platforms. Consistency in your brand’s voice builds trust and enhances your online presence.
Mistake 3: Neglecting the Customer Experience
Branding isn’t just about what people see – it’s about how they feel when they interact with you. From the first click on your website to a follow-up call, every touchpoint matters. Think of it as a choose-your-own-adventure book, where every choice should lead to a positive outcome.
How to Fix It: Take off your business owner hat and walk through your customer’s journey from start to finish. Are there any pain points or gaps in the experience? Look for ways to make each interaction smooth, engaging, and consistent with your brand’s personality.
(Want to learn more about what we mean by “customer experience”? McKinsey & Company talks all things CX in this article – it’s definitely worth a read!)
Mistake 4: Failing to Evolve
Your brand isn’t static – it should grow and adapt along with your business. Sticking to the same visuals and messaging you started with years ago can make your brand feel stale or out of touch – like using a flip phone in a smartphone world.
How to Fix It: Schedule regular check-ins to evaluate your brand. Ask yourself: Does it still reflect who we are and where we’re headed? If not, don’t be afraid to make updates that align with your current goals and audience.
It’s Okay. You Can Do This.
Branding isn’t reserved for big corporations with big budgets. It’s for every business of every size – especially yours. The good news? You don’t have to do it all at once! You just need to start with the basics. Define your mission, align your messaging, and focus on delivering a consistent experience – your customers will follow along.
Every small step adds up to a stronger, more memorable brand. And remember, you don’t have to go it alone. If you’re ready to take your branding to the next level, drop me a note. Let’s chat!
