Let’s get one thing straight: branding is not just a logo slapped on a business card and a nice Instagram grid.
At SOLO Creative, we work with loads of brilliant small businesses who are passionate, driven, and incredibly good at what they do. But when it comes to branding? Let’s just say… there are a few common misunderstandings.
And by “misunderstandings,” we mean things that makes me gently weep into my coffee.
Here’s what small businesses often get wrong about branding, and how to fix it before your brand ends up looking like a bargain bin at a car boot sale.
1. Thinking a logo is the brand
“Oh yeah, we’re all set—we’ve got a logo!”
Friend. No.
A logo is part of your brand, just like cheese is part of a pizza. But if all you’ve got is the cheese, where’s the sauce? The crust? The toppings?
Branding is the whole experience. How you sound, how you look, how you make people feel.
Fix it:
Build a brand system: colours, typography, tone of voice, image style, messaging. The full works. If that sounds overwhelming, don’t worry. That’s literally what we do. (Hi.)
2. Inconsistency Is the Name of the Game
Your website looks sleek and modern. Your flyers look like they time-travelled from 1997. Your social media has a mix of Comic Sans, inspirational quotes, and cat memes.
Brand confusion = audience confusion.
Fix it:
Create brand guidelines and actually use them. Everything you put out. Whether it’s a business card or a TikTok it should look and feel like it came from the same place. Think of your brand like your favourite outfit: when it works, you just know.
3. Trying to Please Everyone
“If we say this, we might lose that audience… and if we look too bold, it might put people off…”
Here’s the thing: if you’re trying to appeal to everyone, you’ll end up connecting with no one. You can’t be steak and tofu.
Fix it:
Get clear on who your ideal customer is and build a brand that they will love. You’re not here to blend in. You’re here to stand out to the right people.
4. Copying the Cool Kids
“We want it to look like Apple meets Nike with a dash of Tesla.”
That’s great… if you’re building a sportswear-tech-rocket empire.
But your brand should be you. Not a Frankensteined version of five brands you saw on Pinterest last Tuesday.
Fix it:
Inspiration is awesome, but authenticity is better. Dig into what makes your business special. Your values, your vibe, your voice and build from there.
5. Thinking Branding Is a One-Time Job
You did your branding three years ago and haven’t touched it since. It’s gathering dust like a forgotten gym membership. Meanwhile, your business has evolved, your audience has changed, and your visuals still think it’s 2021.
Fix it:
Brands grow, just like businesses do. It’s okay (good, even!) to refresh your branding as you scale, pivot, or realise your original colour palette makes you cringe. Think of it like a wardrobe update: same you, just a little more polished.
Final Thoughts (and a Friendly Nudge)
Branding isn’t just fluff. It’s not just “making things pretty.” It’s how you connect with your customers, build trust, and stand out in a crowded market.
If you’re making any of these mistakes, don’t panic – we’ve seen it all, and we’ve helped businesses just like yours turn it around.
Ready to fall back in love with your brand?
Let’s make it bold, beautiful, and actually consistent. we’ll bring the coffee (and definitely no Comic Sans). Use the link below to book a call.
Book your free 30 min intro call
A 30 min consultation to understand your business and goals.
or text/ whats app / call 07368 392 650
