Classic branding mistakes

When it comes to developing a brand, we often see the same missteps. No one has any ill intentions, but it’s still a misunderstood process where everyone has many different opinions and motivations. So, in all humility, having fallen into several traps ourselves over the years, here are 10 mistakes to avoid to increase your chances of success when it comes to building your brand.

1. Think people care

Let’s be straight: nobody thinks about your brand. Open your pantry and tell us honestly which products are there because of brand values. It’s our job and it’s easy to exaggerate its importance, but start by assuming that we think of you as much as we think of the plumber: when it’s really necessary. Then put a little note next to your screen. Write “no one cares” in bold. Trust us, you’ll be in a much better frame of mind going forward.

2. Putting personal taste first

“…But I don’t like red.” You’ll never be the target audience. In fact, you’re arguably the last people on the planet who can represent the customer. Simply because you’re way too close to the product. You know it inside out. Your opinion is biased. So take your personal tastes with a huge grain of salt. Unless you intend to buy the entire inventory yourself. If that’s the case, we’ll take off the red! Otherwise, not too fast.

3. Forgetting to consider others

We like to believe that our offer is unique. But whether that’s true or not, your brand always exists alongside alternatives. Customers are always comparing – consciously or not. To think you’re alone on the shelf is to put blinders on. An effective brand should always take into account the competitive environment and position itself clearly within it. Our job is to facilitate choice, but first we must recognize that it always starts with a choice.

4. Wanting to tell it all

Unfortunately, a logo is not a backpack. You can’t put everything in it. Values, promise, story, symbols, color psychology; that’s a lot of information for 2 or 3 images that people might look at for 1 second. There are places to tell great stories, but it’s not in your visual identity. It’s there to set you apart and give you a chance to tell it all…later. It’s a poster, not a play.

5. Follow a trend

It’s crazy because, although it sounds logical, it’s exactly the opposite of the job we have to do. If the goal is to stand out from the crowd, Trends 2026 should be avoided at all costs. There may be something reassuring about following fashion to please consumers. But you’re not creating a clothing collection. You’re trying to build something that will last at least 20 years. Good luck predicting the trend.

6. Have a system but no codes

For lack of captivating brands, we create complicated ones. With endless grids and guides. Far be it from us to say that consistency isn’t important, but consistency will never replace distinctive codes. What are you trying to plant in the consumer’s mind? A strange logo, a slightly offbeat character, a jingle that sticks in the mind? What stands out from the crowd and is instantly recognizable? Your system is the boat. Your codes are the flag. And what do we remember?…🏴‍☠️

7. Skimp on eye-catchers

Spend an inordinate amount of time designing a website and end up filling it with awkward stock photos. Thinking about our 32 brand values and being a jerk on the phone. Choosing great typography and making typos in your ads. Forgetting how first impressions are made. It’s often unconscious. In a matter of seconds at most. And some things are more influential than others. So take a step back before obsessing over commas. Make sure you also get simple things right.

8. Obsess about personality

We love the idea of personifying a brand. Imagining it as if it were someone. With a tone and look all its own. And we want to put that personality down on paper. Down to the smallest detail. But if it’s really a person, how do you propose to do that? How do you sum up an entire personality? “Comical”. Okay. So should we make a gag out of a press release announcing a death? “Rebellious. So we’re sending dissatisfied customers packing? If your brand has a personality, it will know how to adapt to the context, just like everyone else. Let’s spend more time on what we have to say, and maybe a little less on how? When you’re really interesting, tone is of less importance.

9. Assuming design is enough

Trust us: when it comes to visuals, we do good work. But a logo and a well-thought-out system alone don’t make a brand. Every customer interaction is part of the project: service, tone of communications, invoices, online experience, packaging, employees, email responses… If everything else falls short, our lovely PDF won’t get very far. Design is essential, but it’s the whole experience that brings a brand to life (or not).

10. Change too often

You need an excellent reason to decide to change your brand after years of investment. And here again, think twice. Marketing teams are the first to get fed up with their brand, their codes and their campaigns. But if you go back to point 1, you’ll remember that the public never does. They’re just starting to remember your message, five years later. Just when you decide to change it. If you’re a good brand manager, you’ll be tired of seeing your codes everywhere. But be patient, because this is just the beginning. Refresh? Yes! Change? Ouff…

There you go. It doesn’t cover everything, of course, but it certainly helps to point in the right direction. Before we start wondering if all the details are right, let’s remind ourselves of some basics that are a little too easy to lose sight of.