5 Branding Mistakes New
 Entrepreneurs Make

We know you're strapped for time and money. We also know that you -- the intrepid small business owner -- you're going to figure out how to build that brand and how to do the things you need to do for your new business. So instead of Googling “how to brand my business” or trying to DIY it with Microsoft Word and a late-night Pinterest binge, here's a quick rundown of common DIY branding pitfalls (and how to avoid them).

You already know: branding can feel overwhelming. New entrepreneurs often get caught up in fonts, colors, and logos — while missing the bigger picture. The reality is this: branding isn’t just about looking pretty. It’s about creating clarity, consistency, and trust. And when you get it wrong, it can quietly hold your business back — even if your product or service is amazing.

In this blog, we’ll break down the five most common branding mistakes new entrepreneurs make, why they matter, and how to avoid them. These lessons come straight out of Lesson 32 in the Ember Learning Channel — our DIY branding framework for small business owners who want to market confidently without burning out. By the end, you’ll know exactly how to sidestep these pitfalls and set up a brand that actually works for your business.

Mistake 1: Skipping Strategy and Jumping to Design

New entrepreneurs often dive straight into logo design without ever defining their brand strategy. But your brand isn’t just visuals — it’s the story, values, and voice behind your business.

Fix it: Start by defining your mission, values, audience, and tone. Strong branding begins with clarity on what you stand for and who you serve.

Mistake 2: Inconsistent Visual Identity

One week your posts are pastel pink, the next they’re neon green. Inconsistency makes your business feel unreliable and forgettable.

Fix it: Choose a simple color palette, 2–3 fonts, and a consistent style. Create a brand board to guide every design decision.

Mistake 3: Copying Competitors

It’s tempting to look at what’s working for others and duplicate it. But if your brand sounds like everyone else, you disappear into the noise.

Fix it: Highlight what makes you unique. Tell your story, share your values, and lean into the personality only you can bring.

Mistake 4: Forgetting the Customer’s Perspective

Branding that only focuses on the business misses the point. Your brand should speak directly to the needs, struggles, and desires of your customers.

Fix it: Ask yourself: what problem am I solving? What transformation do I create for my audience? Make your messaging about them, not just you.

Mistake 5: Thinking Branding = Logo

This is the big one. Your logo is part of your brand, but it’s not the brand itself. A polished logo without a clear voice, message, and experience won’t build loyalty.

Fix it: Treat your brand as the whole ecosystem — visuals, words, tone, customer experience, and story.

So many of us think branding is just about having a nice logo and some pretty templates. I have clients who wasted weeks perfecting fonts and colors, but I didn’t have clarity on who they were speaking to or what they wanted to say. The result? It looked somewhat polished… but I wasn’t connecting. Once they shifted to building strategy first and holistic brand within that — we're talking values, voice, customer perspective — everything changed. Suddenly, people understood who you are and what you stand for. That’s when my branding really started to work.

Branding mistakes happen to everyone when they’re starting out — but they don’t have to define your business. With a clear strategy, consistent visuals, and a strong connection to your audience, your brand can become one of your greatest assets. Spend a little time watching this week's feature video on our YouTube Channel - How to Brand Your Business (on a Budget) | Look the Part, Sound Like You, Be Unforgettable Remember: branding isn’t about being fancy — it’s about being clear, consistent, and true to you.

Homework: This week, review your branding. Are you making any of these five mistakes? Pick one to fix and take action today. Want step-by-step guidance? Lesson 32 of the Ember Learning Channel is all about DIY branding and a great place to start. The Vault has all of your free branding resources, templates and worksheets plus a free Canva Brand Board Template.

If you want help building a crazy-good brand, you don’t have to do this alone. We offer free Spark calls and more comprehensive Firestarter strategy sessions that give you one-on-one time with our team. Don’t forget to Subscribe to our emails for a weekly mindset download and all the inspiration you need to stay on track.

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