At Oangle, we believe that a strong brand identity is one of the most essential elements of any business. It’s how you communicate who you are to your audience and build a lasting connection with them. While many new businesses understand the importance of branding, they often overlook key elements and end up making critical mistakes. Among these, here are some of the most common:
1. Overcomplicating Your Brand Identity
While it’s tempting to create a unique and visually striking brand through distinct logos, color schemes, and designs, doing too much can lead to negative results. The goal of branding is to make your business easily recognizable and memorable.
Why It Matters
Inconsistent or overly complex branding can confuse customers and hinder brand recognition. Simplicity and consistency are key to reinforcing your brand’s identity. Overcomplicated designs can distract from your core message and make it harder for your audience to connect with your business.
Case Study: London 2012 Olympics Logo
The infamous London 2012 Olympics logo received mixed opinions when it first got released to the public. From its abstract and jarring design, to the hard to read “2012”, this logo succeeds in standing out as its core message remains unclear until you take a closer look.
2. Focusing Too Much On Trends
It’s natural to be drawn to current trends, especially as a new business seeking visibility. However, it’s important to recognize that trends are temporary. They may offer a quick boost, but they can quickly fade, leaving your brand feeling outdated.
Why It Matters
A brand that’s built primarily around trends can struggle to maintain its relevance once the trend dies down. Over-relying on trends might make your brand feel inauthentic or “flash-in-the-pan.” Instead, focus on creating a timeless brand identity that resonates with your audience beyond the trends of the moment.
Case Study: Quibi
Quibi, a short-form streaming platform launched in 2020, attempted to capitalize on the trend of short, snackable content. However, its platform didn’t align with the social, casual experience of TikTok nor the binge-worthy nature of Netflix. This lack of fit led to a quickly fading appeal, and just six months later, Quibi shut down. While they tapped into a popular trend, their offering was not timeless enough to maintain relevance.
3. Appealing to Everyone
It’s understandable to want to attract as many customers as possible, but trying to be everything to everyone can make your brand message unclear. This leads to a diluted identity that fails to make a meaningful connection with any specific group.
Why It Matters
A focused, niche brand tends to have a stronger impact. By narrowing your focus, you can create a more targeted message and build a stronger relationship with a specific audience. Trying to appeal to everyone will only leave your brand feeling vague and ineffective.
Case Study: McDonald’s Arch Deluxe
In the mid-1990s, McDonald’s attempted to appeal to an older, more upscale demographic by introducing the Arch Deluxe—an upscale burger marketed as more “gourmet.” The result? It failed to resonate with both its traditional younger audience and its new target market. Regular McDonald’s customers didn’t connect with the premium offering, and the upscale crowd didn’t find it compelling enough to become a regular choice. By trying to cater to two very different audiences, McDonald’s confused both groups and failed to establish loyalty.
Building a Brand That Lasts: The Key to Long-Term Success
Contrary to what many think, you don’t need an extravagant logo to make a great first impression. A solid brand identity is built on consistency, authenticity, and a user-first mentality. When you focus on simplicity, timelessness, and a clear focus, you build a brand that’s not only easily recognizable but one that establishes trust and loyalty with your audience.
