Top 5 Mistakes to Avoid in DIY Branding

DIY (do it yourself) branding is a popular choice for many entrepreneurs. As an entrepreneur myself, I totally understand the desire to try to do everything yourself. We’re scrappy like that. However, as a brand designer, I can tell you that branding is an area where it’s really easy to make mistakes if you don’t have the knowledge and experience that a professional does. In this post, I’m going to talk about the five most common mistakes I see small businesses’ making in their DIY branding and provide some advice on how to avoid making those mistakes.

STOPPING AT JUST A LOGO

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So you've got your business idea, the excitement is bubbling, and you get to work on your logo. You create a logo, start slapping it onto everything you have, and call it a day. While your logo is undoubtedly a crucial component of your brand's visual identity, it’s not going to give you the same results and flexibility that a full branding suite will.

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Now I’m not saying that you need to get out there and start doing custom illustrations or patterns for your business, but you should at least be choosing a color palette, fonts, and a tone of voice that you can use consistently.

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Some of the most successful brands rarely even need to use their logo because the rest of their branding is enough to identify them and convey their message. While logos can (and should be) expressive, meaningful, and memorable, when it comes down to it your logo is pretty much just the name tag for your business. The rest of your branding elements add the personality and story to the business wearing that name tag.

RELYING TOO HEAVILY ON TRENDS

Now, this is a one that even professional designers can struggle with. Design trends are shoved in our faces by the various social media algorithms (including Pinterest!) so you need to think critically about the style you’re choosing and why. Trends are particularly dangerous for two reasons.

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First is the trend cycle: things go in and out of style very quickly in our current digital landscape and your logo might end up looking dated quickly if it’s designed based on a trend.

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Secondly, lots of other DIY designers are going to be creating logos using the same trends you are so your logo probably won’t stand out from the other DIY brands even while it is “trendy”.

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In order to stand out and maintain your relevance, you’d have to be constantly reinventing your logo to keep up with the trends and that’s just not a good use of your time as a small business owner. Your DIY logo doesn’t need to be timeless, but it should be designed to last you longer than a few months. If you’re feeling stuck in the trends, get off your phone and computer! Some of my favorite places to find unique design inspiration are used bookstores and antique stores.

NOT DESIGNING FOR YOUR AUDIENCE

I hate to be the one to tell you this, but your brand’s design isn’t for you. Or at least, it’s not just for you. It’s for your customers! Your branding needs to be able to communicate with your ideal customers and the best way to make that happen is to keep their preferences, wants, and needs in mind when designing. People want more than to just see a pretty package - they want a brand that they can emotionally connect with.

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You don’t need to be brand strategy expert to know who your ideal customer is. You actually might have a better idea of who your ideal customer is than a brand strategist who is just learning about your business will! But first, a reminder: even if you are a consumer of the products that you sell in your small business, you are not your business’ ideal customer.

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When defining your ideal customer, think about the problem your products or services solve. Who needs those solutions? What preferences, values, and aesthetics do they like? Where do they shop? Where do they spend their time? It can feel tedious, but doing this research is going to help you target your branding and bonus it can also help you get clarity around your messaging and offerings!

INCONSISTENCY IN USAGE

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You’ve done the work in the sections above and you have all of your branding elements: your colors, your tone of voice, your fonts, your logos, and any other visual and messaging touches that make your brand unique. Don’t waste all that hard work by using it inconsistently!

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One of the major benefits of branding is being able to have a consistent (branded) presence. Consistency builds recognition, trust, and connection with your customers. If you don’t apply your branding consistently, you’re confusing your audience and diluting the power of your branding.

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Professional designers usually create brand guidelines to dictate how branding should be used across different platforms and touchpoints. For A DIY brand you probably don’t need a full brand guidelines document but I do encourage you to make a list of all of your touchpoints (packaging, websites, social media, printed materials, merch, etc.) and figure out how you’re going to apply your branding in those places. I recommend websites like Canva and Adobe Express for creating branded templates for social media or other print materials.

DIY-ING WHEN YOU SHOULD BE INVESTING IN A PROFESSIONAL

Yeah, you knew this section was coming didn’t you? DIY branding has its time and place, often when you’re just starting your business or during periods of financial uncertainty. However, if your business is stable and growing and you have the ability to invest in professional brand design services, you should.

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When you invest in a professional brand designer, you get more than just visuals. You get a strategic and cohesive brand identity that resonates with your audience. A skilled designer brings not only artistic flair but also an understanding of market dynamics, ensuring your branding isn't just visually appealing but strategically positioned for growth.

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Think of it as upgrading from a bicycle to a sleek, customized motorcycle. While the former gets you from point A to B (bikes are cool!), the latter provides a distinct, powerful identity and an unparalleled riding experience. A professional touch can elevate your business, making it not just visible but truly unforgettable.

TO DIY OR NOT TO DIY

It's easy to make mistakes when DIY-ing your brand, from fixating on just a logo to blindly following design trends. As an entrepreneur, I totally get the allure of doing it all yourself, but branding is a huge part of the way your business is perceived and builds trust in the world so you need to take it seriously. If you’re going to DIY your brand make it a whole brand, target it to your ideal customers, stay away from trends, and use it consistently.

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Lastly, before you DIY your brand, know this: your business will outgrow your DIY branding. You’re not creating something that will last forever so it doesn’t need to be perfect. A DIY brand is a stop-gap solution that gives you a consistent foundation to begin building up trust and connection with your customers. When you launch your DIY branding, you should also start saving up to work with a brand designer so you’re financially ready when your business is ready for that step!

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