1. DIY LOGO
Getting a friend of a friend who likes to draw or wants to be a graphic designer to design your logo, or worse, doing it yourself. If you want your business to look professional, get a professional to design your brand. This is by far the most common mistake I see. Professional designers usually have studied three years at university and work on this stuff all day every day so they know a thing or two about successful branding.
Don’t cram too much in your logo. All too often we see people that want to give their customer everything all at once. We see all types of marketing material that is so overloaded it looks awful. The most effective visual displays are the ones that are the most simple. A logo should be remembered, and one of the best ways to make it memorable is to keep it simple, less is more. Use only one or two colours, one or two fonts, only one image if you must use an image.
3. CHOOSING THE WRONG NAME
Having a business name that doesn’t say what you do. We’ve all been there, when late at night you are trying to remember the name of that hairdresser / florist / mechanic and you google it and nothing comes up, you google so many different word combos you end up so frustrated and vow to not use them because they make it so difficult to find their details!
4. TAKING ADVICE FROM ANYONE AND EVERYONE
Everyone loves to give advice. It is great to get feedback, but don’t act on feedback unless it fits in with your established marketing and branding strategy, and if it comes from a credible source. if you take advice such as ‘I think you should have a special on eyebrow waxing, I would definitely buy one’, you will often end up disappointed, and usually find a lack of support from the very people that suggested it. Be wary.
5. CRAZY FONTS
Don’t use fonts like Curlz or Comic Sans to create your logo. Try using simple, professional, legible fonts. (Unless of course the target audience calls for something different). Your professional designer has access to fonts outside of the standard list on MS Word and will advise you on which is right for your branding.
6. DECISION BY COMMITTEE
Anything that has been designed is basically a work of art. Like all artwork – whether it is effective or not, people each have their own taste and their own opinions. By all means get feedback from your target demographic, but be careful to only have one person make the decisions and not be afraid to make a call. Decision by committee always (note: ALWAYS) ends up in numerous rounds of amendments and alterations costing a lot more money, usually to end up back where they started.