Brand identity helps in brand communication. Many business owners have brand identity but, the unfortunate thing is just by having a brand identity, you can’t make it effective. Lots of small and big factors can destroy the design. The worst part is that many brands are unaware that they are making such mistakes, and leading to nowhere.
Let’s take a look at the example of an excellent brand identity before we proceed to the mistakes.
‘Coca-Cola’ is one of the most recognized companies globally. It has a robust brand identity. When people hear the name ‘Coca-Cola’ they immediately associate with the brand. It can be because of the ‘Share a Coke’ campaign, RED Logo, or the Polar Bear. Let’s find the mistakes in the designing of brand identity and how to fix them.
#1 No guidelines to the designers:
Often, businesses do not give the accurate guidelines and the needed tools for creating on-brand content. Remember that the visual identity helps in effective communication.
How to fix it?
Your guidelines must include colors, logo, hierarchy, typography, fonts, data visualization, illustration, photography, and iconography.
#2 No alignment between you and your brand identity:
Instead of creating a visual identity about what you want, create on that should be about how you wishes to be recognized. If you can potentially communicate who you exactly are, you will be able to connect to people without any big issue. If your brand identity fails to align to your actual identity, it won’t be able to resonate with the emotions of the right people.
How to fix it?
You must know who you truly are and what your particular niche is. Always be fluent with the purpose, values, vision, and mission of your brand. It will give you an idea about how to align your brand identity to your chief principles. Also, you have to create marketing personality for getting an insight of your targeted customers and their needs. In this way, you can smoothly convey the right message to the right people.
#3 Wrong logo:
Often, startups make mistakes by thinking that designing a logo is very simple. But, in reality, it is a matter of deep thinking and planning. A logo must be capable of reinforcing the core identity and mission of a brand. A logo must connect to your brand.
How to fix it?
Consult with a brand maker that can help you creating the best suited logo for your company. For instance, a firm like HiH7 Webtech, serving in multiple countries, is helping many startups to build brand identity. Reach this type of firm for a solution.
#4 Using multiple colors:
Using too many colors is one of the common mistakes made by businesses.
How to fix it?
Use two to three primary colors, approximately five complimentary colors (optional), and two accent colors.
#5 Clumsy web design:
A proper brand identity must be strong and present intuitive design. People won’t prefer to check your website or app or logo if the design contains low resolution images, indecipherable favicons, random typeface, etc.
How to fix it?
You must consider user experiences and use cases, mobile responsiveness, and so on.
#6 Wrong data visualization:
If you misinterpret the data, it will damage your brand identity. In today’s world, all brands communicate with data. Hence, proper data visualization is necessary.
How to fix it?
The best way is to approach a firm that can help you in designing the graphs and charts for the accurate data visualization. Also, go through the guides given on the top-ranked websites.
#7 Shaky icons:
Icons must be clear enough to deliver the brand’s message. Icons are something that act as visual cues to communicate effectively without words. Be simple and clear. Most of the startups and small sized business make mistakes by designing icons that are confusing and unreal.
How to fix it?
Consult with experts how to get the perfect icon for your brand. The icon must be intuitive and aligned to your brand’s message.
#8 Incompatible elements:
A logo doesn’t mean a flash of colors and a typeface. You have to check whether each element of the design is complementing each other.
How to fix it?
Firstly, start designing your logo, and plan each element. Choose a typeface and colors that work well with your logo.
#9 Zero variations in imagery:
Proper representation is vital. You have to think repeatedly about the imagery you should use that must depict your brand and its values. Discuss with other authorities and a professional branding and designing firm.
How to fix it?
You have to note the diversity including gender, race, age, etc. in your selected images. Use an image that reflects your brand.
#10 Bad typography:
Typography is indeed a vital aspect of brand identity. If your chosen typography is messy and indecipherable, then your brand identity will be ruined. Most of the online businesses face troubles due to wrong typography.
How to fix it?
Take help for brand identity makers who can help you select the best typography and other related things.
#11 Lack of accurate design system:
Many brands lack the right design system. There is no unity among the elements used. Most of the time, it remains casual.
How to fix it?
Think whether people can navigate your content seamlessly. Look for the presence of intuitive hierarchy. You have to designate the order of your content properly which include headers, sub headers, blurbs, body, images, and so on.
#12 Lack of guidance:
Often, it happens with startups that they lack consistent guidance regarding the way to apply brand guidelines. These businesses ask the content creators to create a design according to their will. Hence, the content fails to match the brand identity.
How to fix it?
You must document the specific brand guidelines. Add examples for a deeper understanding. Be consistent with the content creators.
With a strong and unique brand identity, you can differentiate your business from the competition. Brand image also plays a vital part in building a good long term relationship with the targeted customers.