When it comes to designing a brand, small businesses often make common mistakes that can hinder their success. Here are a few of them:

1. Lack of Brand Strategy:

Many small businesses fail to develop a clear brand strategy before diving into brand design. Without a well-defined brand strategy, businesses struggle to create a consistent and compelling brand image. It’s important to understand your target audience, unique value proposition, brand personality, and positioning before starting the design process.

2. Inconsistent Visual Identity:

Small businesses sometimes overlook the importance of consistency in their visual identity. Using different colors, fonts, and design elements across various brand touch-points can confuse customers and weaken brand recognition. It’s crucial to develop a style guide that outlines the proper usage of your logo, colors, typography, and other visual elements to maintain consistency.

3. Poor Logo Design:

Your logo serves as the face of your brand, but many small businesses make the mistake of creating a logo without considering its long-term impact. A common mistake is using overly complex designs or trendy elements that can quickly become outdated. It’s important to create a timeless, versatile, and memorable logo that reflects your brand’s values and resonates with your target audience.

4. Neglecting Brand Messaging:

Brand design is not just about visual elements; it should also convey your brand’s message effectively. Small businesses often overlook the importance of crafting a compelling brand story, tagline, and key messaging. Your brand’s messaging should align with your visual identity and consistently communicate your unique value proposition to your customers.

5. Ignoring User Experience (UX):

Brand design extends beyond just visual aesthetics; it also involves creating a positive user experience. Small businesses may neglect the usability and functionality of their website, packaging, or other brand touchpoints. It’s crucial to ensure that your brand design is user-friendly, intuitive, and optimized for different devices to provide a seamless experience for your customers.

6. Lack of Differentiation:

In a crowded marketplace, small businesses often struggle to differentiate themselves from competitors. They may imitate popular brands or follow generic design trends, resulting in a lack of uniqueness. It’s important to identify your unique selling points and showcase them through your brand design to stand out and capture your target audience’s attention.

7. Not Seeking Professional Help:

Limited resources often lead small businesses to attempt brand design on their own, even if they lack the necessary skills and expertise. While budget constraints may be a concern, investing in professional help from branding experts, can greatly benefit your brand. A team like ours can provide valuable insights, creativity, and ensure a high-quality design that aligns with your brand strategy and values.

By avoiding these common mistakes, small businesses can create a strong brand that effectively represents their company and values that will also resonate well with their target audience for success.


The 17blue team enjoys creating, collaborating and contributing to make brands more successful. From consulting to design and development, we love the grit and the grind of great marketing. Contact us.