Top mistakes small businesses make in branding (and how to fix them)

Branding can feel like a big job. But done right, it helps your business look more professional, build trust, and connect with the right people. Over the years, I’ve noticed a few common branding mistakes small businesses often make - and the good news is, they’re all fixable.

1. Inconsistent visuals

Fonts, colours and logos changing between platforms can make your brand feel disjointed.

Fix: Create simple brand guidelines with your core colours, typefaces, and logo usage. Even a one-pager helps.

2. Trying to say too much

Overloading your messaging can confuse people.

Fix: Focus on clarity. Know your audience and what problem you’re solving for them - then keep your message simple.

3. No clear brand personality

If your tone changes from post to post, your brand can feel a bit lost.

Fix: Define a tone of voice. Are you chatty and informal, or more straight-talking and expert-led? Stick with it.

4. Generic logo or no logo at all

A DIY logo or nothing at all can make your business feel less credible.

Fix: A well-designed logo doesn’t need to be flashy - it just needs to feel like you. Invest in something custom that can flex across platforms.

5. Underestimating brand consistency

Great branding isn’t just about looking good - it’s about showing up in the same way, every time.

Fix: Reuse design elements across your website, social, and print so everything feels joined-up.

Branding isn’t just for big businesses. A little bit of consistency, clarity and design can go a long way - and make your business feel more confident, credible, and ready to grow.

Want help tightening up your brand?

Get in touch, I love helping small businesses find their visual voice.