What Most Businesses Get Wrong About Branding (And How to Fix It)
Branding is one of those things most businesses know matters—but few truly get it.
We see it all the time. Organizations doing good work, serving the right people, with solid reputations… yet their brand doesn’t reflect any of it. The result? Confusion, missed opportunities, and growth that feels harder than it should.
Whether you’re running an athletic program, an outdoor-focused brand, a Christian school or church, or a growing small business, the same branding mistakes show up again and again.
Let’s break down the most common ones—and how to fix them.
1. Believing the Logo Is the Brand
A logo is important. But it’s not the brand. Your brand is the full picture, an intended experience that is objectively felt by your audience, consumers, and clients:
How you present yourself visually
How clearly you communicate your mission
How consistent you are across every touchpoint
If the logo looks “fine,” but everything else feels disconnected, the brand is incomplete.
How to fix it:
Think in systems, not symbols. Strong branding includes a visual identity—logo, typography, color, layouts, supporting assets and usage rules—that works together everywhere your brand shows up.
TIP! – Try placing your thumb over just the logo of your ad/product/label. Do the colors, type, or style choices deliver a unique experience? If yes, then you’re on to something.
2. Designing for Preference Over Purpose
One of the biggest traps we see is branding based on personal taste:
“I like this color.”
“This font feels right.”
“This looks cool.”
The problem? Your brand isn’t for you—it’s for the people you’re trying to reach.
How to fix it:
Design with strategy. Every visual decision should support your audience, your mission, and the level of excellence you want to be known for.
3. Letting Inconsistency Undermine Trust
Website says one thing. Social media looks different. Print materials feel like they belong to another organization.
Inconsistency doesn’t just look messy—it quietly erodes trust.
How to fix it:
Create clear brand standards and commit to using them. Consistency builds recognition, and recognition builds confidence—especially for organizations asking people to invest, enroll, attend, or commit.
4. Trying to Appeal to Everyone
When branding tries to speak to everyone, it usually connects with no one.
Safe, generic branding might feel less risky—but it’s also forgettable.
How to fix it:
Get specific. Strong brands know who they’re for and design accordingly. When your visuals and messaging are focused, the right people feel it immediately.
5. Treating Branding as a
“Set It and Forget It” Project
Branding isn’t static—your organization isn’t either. As programs grow, missions expand, and audiences change, branding that once worked can quietly start holding you back. Branding is always intended to be designed as timeless, but that’s why it’s imperative to always make sure aesthetic communicates unchanging roots.
How to fix it:
Revisit your brand intentionally. A refresh or rebrand isn’t about chasing trends—it’s about staying aligned with where you’re going, not just where you’ve been.
6. Underestimating the Cost of Poor Design
DIY tools make it easy to create something. However, without experienced decisions, they can’t guarantee clarity, credibility, or cohesion. Trying to make something more obvious or ‘DR’ is a slippery slope to distracting from what you need your viewer to do. Weak design often shows up as:
Lower perceived value
Difficulty raising prices or tuition
Less engagement and response
How to fix it:
Invest where it matters. Professional branding isn’t an expense—it’s an investment that supports growth, trust, and long-term sustainability.
7. Forgetting That Branding Includes Messaging
Design gets attention—but messaging builds understanding.
If people can’t quickly grasp who you are, what you stand for, and why it matters, the brand won’t stick.
How to fix it:
Align words and visuals. When messaging and design work together, your brand becomes clear, confident, and compelling.
Branding Isn’t Decoration—It’s Direction
Good branding doesn’t exist to look impressive. It exists to:
Clarify who you are
Build trust with the right people
Support growth and leadership
Reflect the values behind the work
When branding is done right, it becomes a quiet but powerful advantage.
Thinking About a Brand Project?
If your brand no longer reflects the quality, mission, or direction of your organization—or if it never truly did—it may be time for a more intentional approach.
I specialize in branding and visual identity for:
Athletic and outdoor-focused businesses
Christian schools, churches, and organizations
Small businesses ready to grow with clarity