A Trio of Mistakes to Avoid if You’re Rebranding Your Small Business

1. Using too many colors (...and not specific color codes)

Me of all people totally understands the decision fatigue that comes with choosing colors...for pretty much everything. Whether I’m supposed to decide which color lollipop I want or which nail polish color to commit to, it’s hardly ever an easy decision for someone color-obsessed like me. If you’re anything like me then you’re naturally inclined to want to switch things up, use different colors for variety, or update your businesses colors often.

This is a big mistake. Did you know using a single dominant color in your logo can increase brand recognition by up to 80%? Our brains are wired to view and remember colors.

My point?

Create a brand color palette (with SPECIFIC hex codes...saying “light blue” won’t do the trick) that has 5-6 colors in it. Use these exact colors consistently across all marketing platforms and areas where customers interact with your business, such as your website and social media. It’ll increase memorability and plays a huge role in the feelings that your customer’s associate with your brand. To learn more about the power of color, read about color theory here.

You can also read about my favorite free color palette generator here.

2. Believing your logo is your brand

Your logo is not your brand. It is a mark that visually represents your brand so that people can easily distinguish and identify (and hopefully will purchase from you when the time is right for them.)

I’d go so far as to say that there are several things more important than your logo in developing your brand identity.

Clearly defining and intensely knowing the thoughts, fears, and desires of your target audience is at the top of the list for developing a strong brand identity. Who are you trying to sell to? What do they value and how do their values overlap with your own? What types of things are they drawn to aesthetically? What would grab their attention specifically?

Knowing your target audience is more important than having a shiny, fresh logo and calling it a day on your branding strategy.

Don’t get me wrong, having visuals is an important part in the branding process. It positions you as someone who gives a sh*t, helps clarify your brand positioning for yourself and your employees, and increases brand awareness. But it is only a very small piece of a large puzzle.

3. Lack of on-brand photographs to showcase your company’s uniqueness

This is a big one and I’m seeing it more and more these days. The separation of business and personal could be doing your business more harm than good. Your audience wants to feel a connection to the company they purchase from. Constantly promoting your product without serving and connecting with your audience, is almost surely going to negatively impact your bottom line.

A great way to foster this connection, even if only virtually?


These are necessary across industries. Whether you’re an accountant, a health coach, or an artist, the world wants to see you in action, behind-the-scenes, up close and personal. It’s a great way to distinguish you from your competition and images with humans are always more memorable than stock photos. Let your audience in by sharing images of you doing your craft, working on your laptop, or getting settled into your new space.

I know you’ll be amazed by how this connects you with your audience, positions you as a consistent person who cares, and generates buzz around your business.

Are you making any of these ultra common branding mistakes? Shoot me an email about which area you’re tackling in your branding. I love to cheer DIY-ers on.