Branding. Few words evoke as much excitement—and dread—for entrepreneurs and CEOs alike. For those with diverse interests, it can feel impossible to distill everything into a single, cohesive identity without making branding mistakes. For others with a focused niche, finding just the right words to define their brand can be equally frustrating.
Yet, branding is the heartbeat of your business: your raison d’etre. It shapes your core values, defines your mission, and serves as the foundation for everything from product development to marketing campaigns. While your customers may never see your personal brand statement, the influence of this guiding document touches every aspect of your operations.
A successful brand is more than just a logo or tagline. It tells a compelling brand story, resonates with your target market, and fosters loyal customers. Achieving this takes time, strategy, and sometimes a willingness to challenge conventional wisdom. Here are three branding mistakes to avoid—and strategies to ensure your business stands out.
Branding Mistake #1: Building a Brand on Price Alone
Conventional wisdom says the cheapest price wins. After all, Walmart has made a fortune following Sam Walton’s idea that it’s easier to get “100 people to buy an item for one dollar” than “1 person to spend $100.” But unless you have Walmart’s buying power, competing on price alone can be a race to the bottom. Worse, branding around being “cheap” often devalues your offerings and can undermine your brand image.
Instead, focus on the value you bring to your potential customers. What makes your product or service irreplaceable? Whether it’s exceptional quality, personalized customer service, or a unique experience, these elements define your brand far better than a price tag ever could.
Your brand voice should communicate how your business improves your customers’ lives. Think beyond affordability and emphasize the benefits and outcomes of choosing your brand. Whether you’re crafting a business card, social media post, or marketing campaign, let your value—not your cost—shine through.
Branding Mistake #2: Creating an Overly General Brand Statement
The more people you reach, the more sales you’ll make, right? Not exactly. Writing a brand statement that is dull or convoluted reduces the power of your message and risks alienating your audience.
Consider this: people resonate with authenticity and clarity. A personal brand statement should reflect who you are, what you stand for, and what you deliver. Avoid the temptation to cater to everyone. Instead, define your unique brand with precision. Your target market—those most likely to convert into loyal customers—should see themselves in your brand story.
For example, compare these two statements from a fictional t-shirt company:
- “Innovative, high-quality t-shirts for an urban culture with vision and style.”
- “T-shirts with vision and style.”
The first example of marketing material language is cluttered with buzzwords like “innovative” and “high-quality,” which add no value. The second example is concise, focused, and memorable. Your brand mantra should be the backbone of your marketing efforts, influencing everything from your social media accounts to your print materials.
Branding Mistake #3: Sending Inconsistent Brand Messages
Your brand isn’t just what you say—it’s what you do, how you communicate, and how customers perceive you. Consistency in your messaging builds trust and establishes credibility. If your social media accounts, website, and marketing campaigns convey conflicting messages, your audience will feel confused—and less likely to engage.
Think of your brand as a promise to your customers. Whether you’re defining your brand voice or designing brand assets like logos and packaging, every element should reflect your core values. Consistency across touchpoints fosters recognition and builds a strong emotional connection with your audience.
For example, if your brand story centers on eco-friendliness, ensure this is reflected in everything you do—from sustainable materials to green marketing practices. Stay true to your values, and your audience will reward your authenticity with their loyalty.
How to Create a Brand That Lasts
A strong brand doesn’t happen by accident. Good branding is the result of deliberate choices and thoughtful strategy. But let’s face it: a lot of branding advice reads like a never-ending infomercial. “Be authentic!” “Find your voice!”
Sound familiar? While these tips are useful (and we’ll touch on them), let’s cut through the noise and look at the not-so-obvious ways to build a brand that doesn’t just exist but thrives.
1. Get Uncomfortably Honest About Who You Are
Skip the fluff. If your brand were a person, who would it be? The edgy innovator who pushes boundaries? The wise mentor who exudes trust? The cool neighbor who makes everyone feel welcome?
Here’s the kicker: your brand doesn’t have to be everything to everyone. In fact, it shouldn’t be. The magic happens when you lean into your quirks, flaws, and unique selling points. Think about why people rave about your business—and be unapologetically that.
Ask yourself:
- What do we stand for that no one else does?
- What’s something we’d never do? (Looking at you, brands that jump on every trend just to stay relevant.)
- What would our dream customers say about us to their friends?
A strong brand comes from self-awareness. Get clear, stay honest, and let that drive every decision.
2. Stop Talking to Everyone
Here’s the brutal truth: you’re not for everyone. And that’s a good thing. Trying to appeal to everyone is a shortcut to futility unless you happen to have a generic product like Band-Aids or Kleenex that everybody actually needs.
Instead, zero in on your specific audience. Who are they? What keeps them up at *****? How does your brand make their lives better?
Get crystal clear about your dream customer, and then talk to them—exclusively. If others don’t get it, that’s fine. The ones who do? They’ll be your loyal customers for life.
Create a “No-Go List,” which is a list of things your brand will never do, say, or support. This helps you stay consistent and keeps you from chasing every shiny trend that doesn’t align with your values.
3. Build a Bold Brand Story
People don’t fall in **** with companies—they fall in **** with stories. But here’s where most brands trip up: they focus too much on what they do instead of why they do it.
Today’s business environment is full of employees and consumers demanding to know your why to see if it aligns with their personal ideology. A 2024 Gallup poll shows that employees are more likely to be engaged if they feel strongly connected to their company values. A 2021 Global Trends report showed consumers are pivoting towards brands whose values align with their own.
Instead of rattling off facts about your business, share the human side:
- What inspired you to start your business?
- What challenges have you faced and overcome?
- How has your brand impacted real people?
Make it personal. Make it real. And, make it interesting. If your brand story could be swapped with another company’s and no one would notice, it’s time to dig deeper.
4. Design Professional Brand Assets That Stick
Your logo design, colors, fonts, and other visual elements are the literal face of your brand. But don’t fall into the trap of designing something trendy just because everyone else is doing it. Trends fade—timelessness sticks.
Invest in a design that reflects your brand personality and creates an emotional response. Your brand assets should feel like an extension of your company’s soul. If they don’t, it’s time to hit the drawing board.
Think about where your visuals will live. A sleek logo might look amazing on a website but lose its charm when printed on business cards or embroidered on shirts. Test your designs in real-world scenarios before committing.
5. Consistency Isn’t Boring, It’s Trust-Building
Look, consistency gets a bad rap. It sounds rigid, like your brand has to wear a suit and tie every day. But brand consistency doesn’t mean boring, it means dependable. When your customers see the same tone, message, and look across your social media accounts, website, and marketing campaigns, it builds trust. They know what to expect—and that’s comforting.
Think of your brand voice as a personality. If you’re snarky and playful on Instagram but suddenly corporate and stiff in email newsletters, your audience will feel like they’re dealing with a split personality. Pick a tone and stick with it.
6. Think Bigger Than Sales
Sure, revenue is the goal. But if you build a brand that’s only focused on making sales, you’ll lose your audience. Like I mentioned before, people want to connect with brands that align with their values and offer something bigger than a transaction.
Here’s what this could look like in practice:
- Support causes your brand believes in (and no, not just on Earth Day).
- Engage with your audience in meaningful ways, like replying to comments or sharing user-generated content.
- Offer free resources, advice, or entertainment that helps people solve problems or feel inspired (Go us with this blog, right?)
When your brand feels human, customers become fans—and fans become your best marketing asset.
7. Evolve Without Losing Yourself
It’s a challenge: stagnation is a killer and you have to grow, but you can’t lose brand consistency. How do you do both?
The brands that stand the test of time are the ones that evolve while staying true to their core values. Think of Apple. The products and marketing have changed over the years, but their focus on innovation and user experience hasn’t wavered.
Your brand should grow alongside your audience. Stay attuned to their needs, adapt to shifts in the market, and stay ahead of the curve, but don’t lose sight of who you are.
Final Thoughts: Create a Brand That Resonates
At the end of the day, your brand should feel like a home for both you and your audience. It’s a tool to inspire action, create connections, and build trust. Avoid the traps of price-focused branding, vague statements, and inconsistent messaging. Instead, focus on branding strategies that highlight your value, engage your target market, and foster loyal customers.
Ready to define your brand and build a brand image that stands out in a crowded marketplace? At Level343, we specialize in creating branding strategies that help CEOs and business owners craft their personal mission statement, solidify brand assets, and build marketing campaigns that deliver measurable results.
Hire Level343 today and let’s tell your brand story together.
