When it comes to branding, most people often think it’s all about having a logo and some pretty colors. But branding is so much more than visuals: it’s the overall experience your customers have with your business. It’s how they recognize you, connect with you, and (hopefully) become loyal fans of your work.

Unfortunately, there are some common branding mistakes that new and small businesses make that can dilute their message and make it harder for their brand to stand out. Let’s break these down, including some you might not have thought about, so you can avoid them and build a brand that truly resonates with your audience.

1. Using Canva Logos That Feel “Soulless”

We love Canva – it’s a fantastic tool for creating social media graphics and mockups. But when it comes to your logo, you need something custom. Canva logos tend to feel generic and, frankly, forgettable. Hundreds (if not thousands) of other businesses might be using the exact same template, and if a logo is supposed to be the face of your business, you can understand why this is problematic.

Your logo should reflect your brand story, not just be a placeholder. Invest in a custom logo created by a designer who can bring out the heart of your brand. It’s worth it, I promise.

2. Constantly Changing Your Color Palette and Fonts

One week, your brand colors are pastel pink and green. The next, you’re trying out bold reds and blacks. Your Instagram feed looks like it belongs to five different businesses. Sound familiar?

Consistency is key when it comes to branding (and most things in life). Your audience should be able to recognize your content at a glance, whether they’re scrolling through social media or seeing your materials out in the wild. Changing your colors and fonts all the time creates confusion, not recognition.

How to Avoid It:

• Choose a cohesive color palette (3-5 colors) and stick with it.
• Pick 2-3 fonts for headlines, body text, and accents, and use them consistently across all platforms.
• Create a simple style guide to keep yourself on track.

3. Skipping a Website, Google Business Listing, or Strong Social Presence

In 2025, not having an online presence is a missed opportunity to connect with your audience. Yet, so many small businesses rely solely on word-of-mouth or an inconsistent social media presence.

Your customers need a way to find you, learn about your business, and trust you enough to buy. Whether it’s a professional website, a Google Business profile that quite literally puts you on the map, or a strong Instagram or TikTok presence, having at least one reliable digital “home base” is essential.

What to Focus On:

• At minimum, have a simple website with key info: who you are, what you offer, and how to contact you.
• Claim and optimize your Google Business profile so you show up in local searches.
• Focus on one or two social media platforms where your audience actually hangs out (and post consistently!).

4. Making It All About You (Instead of Your Customer)

Fortunately or unfortunately, your audience doesn’t really care about your story or how amazing your products are per se, at least not at first. What they care about is how you solve their problem.

If your branding is too focused on you – your achievements, your story, your product features instead of benefits – you’re missing the chance to connect with your customer on an emotional level. They need to see themselves in your brand.

How to Fix This:

• Shift the focus of your messaging to your customer. Talk about their pain points, their goals, and how your product will take them from A to Z.
• Use language that makes them feel seen and understood, like “we get it” or “you deserve this.”
• Share testimonials and success stories that show how you’ve helped others.

5. Spamming People to Try and Sell

We’ve all seen it: the relentless DMing, the endless “Buy now!” posts, and the desperation that oozes from over-the-top sales tactics. This approach doesn’t just hurt your brand, but it also makes people actively avoid you.

Spamming people to sell your products or services comes across as inauthentic and pushy. Instead of building trust, you’re burning bridges.

What to Do Instead:

• Focus on building relationships through valuable content, not just selling.
• Share tips, behind-the-scenes moments, or insights that genuinely help your audience.
• Use email or social media to connect, not just push products.

6. Ignoring Brand Voice and Personality

It’s easy to focus so much on the visuals of your brand that you forget about how you sound. Your brand voice, the tone and style of your messaging, is just as important as your logo or color palette. Without a clear and consistent voice, your audience may feel disconnected or unsure about who you are.

Signs You’re Missing the Mark:

• Your captions sound corporate and stiff one day, casual and playful the next.
• Your messaging feels generic and could belong to any business.
• You haven’t defined what your brand’s “personality” is.

How to Nail Your Voice:

• Think of your brand as a person: Are they witty, professional, approachable, edgy?
• Write how you talk (as long as it fits your brand’s vibe), especially on social media.
• Stay consistent across all platforms, from your website to your Instagram captions.

7. Trying to Please Everyone

This one’s a classic. In an attempt to appeal to as many people as possible, new businesses often water down their branding until it feels generic. And then they don’t stand out to anyone.

Your brand isn’t for everyone, and that’s okay. In fact, the more specific and focused your branding is, the stronger it will resonate with the right audience. Don’t be afraid to take a stand, show some personality, and lean into what makes you different.

How to Fix This:

• Get clear on who your ideal customer is (hint: it’s not “everyone”).
• Build your brand around that audience: their needs, preferences, and values.
• Trust that by focusing on your niche, you’ll attract the right people – and the others will follow if they’re curious.

Final Thoughts

Building a strong brand as a small business takes time, focus, and intentionality. By avoiding these common mistakes, you’ll create a brand that’s not only recognizable but also memorable.

Your brand is your story, your reputation, and the way your customers feel when they think about your business. You have the chance to build one of the coolest ones out there. And if you need some help with that, I am right here. 😌