Main Mistakes in the Process of Creating an Identity

[subornaakter40]

Regardless of the type of activity of the company and its scale, creating a reliable visual brand will be an important step in the development of the business. Below we will list the main mistakes that can be made in the process of creating an identity. Having familiarized yourself with them, you will be able to avoid them in real life.

Design inconsistency

There are often cases when the identity event planner email list design does not correspond to the company’s direction of activity, its mission and other key characteristics.

This means that the business owner either decided to save money and came up with all the visual identifiers for his enterprise himself, or was simply lazy and took random colors and fonts, which again do not correspond to the characteristics of the company.

Naturally, this will not lead to the immediate demise of the business as a whole or a drop in sales. But sooner or later, customers will stop perceiving your brand adequately, and then they will completely confuse it with someone else.

This discrepancy will also demonstrate the unreliability and low level of organization of the company.

Copying

Such theft of competitors' ideas can entail such unpleasant consequences as audience mistrust of your company, problems with the law. Also, a brand with a borrowed identity will not be unique.

Of course, given the fact that there are millions of companies with their own logos on the market today, the chance of repetition is quite high. But it is also a good incentive for constant brain work and the search for non-standard solutions in order to stand out from the rest and attract the attention of the audience.

For example, Landor's highly successful City of Melbourne logo has been imitated many times around the world.

Copying

Trying to reach out to everyone

At the initial stage, it may seem like a good idea to be vague about your target audience. You will start trying to appeal to everyone without exception and will mistakenly believe that this will help you increase your sales. But keep in mind that there are very few companies that successfully sell their product to all customers without distinction.

Defining a specific target audience is the best way to establish contact with them. Don’t wait for everyone’s approval, but focus on building contact with the desired audience.

Inappropriate visual effects

Identify the visuals and images that your target audience prefers. Remember that something that will appeal to children is unlikely to be suitable for corporate branding. Don't think in a template.

Avoid using outdated stock images and low-quality pictures. All of this can contribute to the formation of a negative attitude towards your company from customers.

Logo worship

A brand is not the same as a logo – it is much more than that. Visual branding includes everything from the name, logo, colors, fonts, and images. Having a winning logo does not mean that the goal has been achieved.


For a visual brand to be effective, it needs to be conveyed in everything the company produces, from social media posts to discount cards. To do this, you need a logo that can be easily adapted to any medium.