Not defining brand strategies initially 

Competition

Who your customers are 

Starting with a cheap brand identity

Inconsistency of brand identity. Name, images, and colors should remain consistent with all prancing material rather than print or digital. 

Not adhering to your own brand guidelines that you have created. Use style guides. If brands image changes constantly, your audience will find it hard to trust you. https://justcreative.com/2016/02/03/brand-identity-styleguides-ultimate-guide/ 

Look at the brand changes from larger brands to see how they have revamped their image overtime

look at successful brand changes vs. unsuccessful

Ignoring public’s perception of your brands identity. 

Thinking locally instead of globally.

Choosing a logo and tagline that doesn’t resonate with clients/customers.

Not updating marketing material or changing components of business once customers show lack of interest in product or service.

Not training employees to have the same voice as you can be detrimental.

Failing to use visuals properly. 

Following too many trends that causes you to lose your identity. Sometimes changing content to appear more modern or mimic the current trends can cause you to lose your brands identity. Keep your identity but find use design trends as a source of information.

Use your company’s name sparingly and be selective with who and what you attach to your brand. Whatever you attach your name to should be compatible or compliment your brand.

Not making sure that your brand will be received globally. 

Don’t get caught up in using the same verbiage as similar brands. You want people to be able to distinguish your brand from others that are similar. 

We want many components under our brand umbrella but don’t stretch it too far because it will become chaotic and confuse the audience.

Not providing great brand experience for clients/customers