Branding Mistakes to Avoid: Who Are YOU?

Your BRAND Reflects YOU, Instead of YOUR BUSINESS

So I ask, who are you?


Like most folks, you’ve most likely heard someone say, “your brand should reflect who YOU are.” Try not to be too confused by this. As it relates to your business, the “YOU” in this statement, is related to your business, and not you as a person.

Far too many entrepreneurs tend to implement their own personal preferrences into their brand, thus the brand is more of a mirror image of who the owner is as a person and their PERSONALITY. However, you need to consider that your target audience may not be attracted to your own PERSONAL preferrences. Don’t assume that people (potential clients/customers) will like the same things you like (colors, fonts, style, etc.). Interestingly enough, you should view your business as a living breathing person. With this in mind, your brand needs to have a look, feel, tone, and an overall personality that stands all on its own.

At the end of the day, it’s your BRAND that will be sending a message to your audience. You need to keep in mind HOW you want that message to be RECEIVED.

For example, you may be in love with flourescent colors, but if your business is interior design, those colors may not be the best fit for your niche, or to appropriately appeal to your target audience. For this type of business, you would probably be better off using neutral, or pastel colors/hues.

Ask yourself, how do you want your brand/business to be PERCEIVED? Do you want people to view your brand as funny, playful, serious, bold, energetic, prestigious, trustworthy, honest, etc. This is the overall MOOD, or TONE of your brand, and should be reflected in all aspects (logo, colors, website, social media, marketing and advertising, copy, etc.) of your business.

NOTE: “COPY” is known as the words, and language that you choose to use on all your print and digital material. This creates a mood/tone in how your audience will perceive your brand.

Tips on how to avoid this mistake:

  • Think about who your TARGET AUDIENCE is. Is your business aimed at women, men, or both? What is their age range? Income level? where do they usually spend most of their time? Any other interests they may have?
  • How will your message be perceived by your target audience? Do you want to come across as energetic, friendly, professional, bold, feminine?
  • What is the look, feel, and tone that will best reflect those things? What is most likely to APPEAL to your target audience?
  • Ask strangers for their honest, and subjective feedback. Friends and family are most likely to tell you what you want to hear, thus they may not be as honest as you need them to be.
Klemont Wright