First impressions are everything. While it’s a cliché, it especially applies when creating a brand. Building a brand doesn’t happen overnight; in fact, maintenance will be continuous! Avoiding these 5 mistakes will be beneficial for the longevity of your brand. Beyond a pretty logo or a beautiful color palette, there’s also the overall brand identity, which is equally important to invest in. No matter how big or small your brand is, avoid these 5 mistakes so your brand never goes out of style:

1. Not Communicating Your USP

Your unique selling proposition is what makes your brand unique. Failure to communicate that effectively will lead you down a path of unsuccessful endeavors. The first step is to communicate what sets your brand apart from your competitors to help you stick out from any crowd. Ask yourself; what problem does your brand solve that your competitors don’t? Try to avoid using similar messaging that is frequently over-used in your industry. 

2. Targeting the Wrong Crowd 

They say opposites attract, but the inverse is true in this case. If you’re having trouble determining who your target audience is, try overcoming it by personifying your brand. What kind of person would they be? What are their daily routine? What are their interests? Questions like these can help you round out your brand to create a relatable identity that resonates with your target audience.

3. Being Too Trendy

We all like to keep up on the latest and greatest, but after seeing something for the hundredth time, we’re ready to jump off the bandwagon. While trends can lead to inspiration, partaking in every one of them will lead to inconsistency and a poorly-shaped identity. Instead, find a happy medium between tasteful trends and long-lasting, valuable efforts. 

4. Lacking Consistency

Designing for your brand should be strategic, not spur-of-the-moment impulses. Inconsistency can take form in many ways, whether in color palette, messaging, typography, or even where you place your logo. Customers will notice these nuances, and you may risk the possibility of confusing them, or worse, breaking their trust. This is why every brand should have standardized brand guidelines to map out the proper and improper uses when creating assets. 

5. Stubbornness to Rebrand 

Whether your current look is no longer aligned with your brand’s mission or your brand guidelines are simply outdated, recognizing the signs to rebrand is crucial to stay relevant. Those who neglect or ignore the need for a rebrand often get left behind, leaving room for competitors to upstage them and take market share. However, some brands take their rebrand a step too far to the point where they become unrecognizable to their most loyal customers. Remember to clearly communicate your rebrand and don’t lose sight of your audience’s trust while doing so.