Consistency is key with establishing a brand for your small business.
Something happened recently that had me asking, “Why?”
I happened to see an Instagram post from a small business I worked extensively with in the past. I’d provided them with a comprehensive branding book, carefully tailored to their needs. Yet the colours they used in this post clashed (well more like mushed together) so badly that the text became unreadable. I went to their website and their banner colour had also changed from their primary background colour with a graphic element that gave off a different tone to what their brand was. I was shocked—this had never happened to me before. It left me wondering, why would they do this?
When we recommend a colour palette, it’s not just for aesthetic reasons. It’s about ensuring that your brand’s message is clear and accessible to your audience. Colours have a powerful impact on perception, and choosing ones that clash or make text difficult to read can seriously detract from your message. It’s like throwing out the guidelines on the brand’s identity and, unfortunately, it can confuse or alienate your audience. The same applies to graphic elements.
I work really closely with clients and I’m very thorough in explaining rationale along the way and this client had actually given a great review about how it had opened their eyes to understanding marketing and design principles. I’d also provided them with a Business Growth Blueprint which is a comprehensive mini audit of where a business brand currently is in terms of strategy, branding and digital presence strategies. It also includes recommendations and ideas to help them increase their business. You can read about that service here.
So over a year later why might a small business stray from the Branding Guidelines? Could they not see the combination of colours muted their message? Made it harder to read? Am I more invested in their business than they are? Why would they sabotage themselves this way?
This experience got me thinking—what drives any small or solo business owner to stray from their branding book, especially when they’ve invested so much time and money into getting it right?
Some potential factors.
Lack of Motivation.
Running a small business is no small feat. The early stages are often filled with passion and excitement, but as time goes on, the day-to-day grind can wear down even the most enthusiastic small business owner and it can get lonely.
When motivation starts to wane, so does the attention to detail. A branding book that once felt like a guide to success can begin to feel like just another set of rules in a small business owner’s already overwhelming world. In these moments, straying from the branding book might not be a conscious choice, but rather a symptom of burnout or fatigue—a way to inject some novelty into a routine that’s started to feel stale.
Uncertainty About Business Direction.
Another common reason small business owners might stray from their branding guidelines is a deep-seated uncertainty about their business direction. They may not have done the supporting work such as a business or marketing plan. These don’t have to be complex for small or solo business owners but they all tie in together to create a solid foundation for operating your business.
Things may have changed as a business evolves, and so do its goals and its understanding of its audience. What made sense in the early days might start to feel out of sync as the business grows and changes. For example, a business that originally focused on eco-friendly products might feel the need to shift its branding as it starts to offer a wider range of goods, leading to experimentation with new colours or styles that deviate from the original brand identity.
This uncertainty can lead to a kind of branding identity crisis where the owner begins to experiment with different colours, styles, and tones in an attempt to find a new direction. Unfortunately, this can create inconsistency and confusion, both for the business owner and their audience.
Whitney Wolfe, founder of Bumble said in an old podcast here
“I really believe anybody can copy a product…with the right support, somebody could rebuild any piece of technology, it’s engineering. However, you cannot just copy someone’s brand and become them. There has to be authenticity when you build a brand, and there has to be true purpose.”
Our blog post on purpose is here.
Fear of Commitment/Change of Mind.
Branding is, in many ways, a commitment to a particular identity. For solo business owners, this can feel limiting, especially when they’re still figuring out who they are as a brand. The fear of getting it wrong can lead to constant tweaking and experimenting—what might look like a lack of direction from the outside is often a sign of deeper indecision. This fear of committing to a single, cohesive brand identity can result in a patchwork of visuals and messages that confuse the audience and dilute the brand’s impact.
Not designers, Not marketers.
I know most of our clients are not designers or marketers they often are not consciously thinking about all the design issues or implications they might be just thinking “got to make a post” “who cares hardly anyone see’s my posts” for example. But this is where guidelines and creating your own templates for social posts makes it easier. (or get us to do it for you if you don’t have the time or inclination to DIY).
Rebranding Addiction.
This occurs when a business owner becomes almost obsessed with constantly changing the look and feel of their brand. We had a client like this decades ago they would change their brand every few years often with different designers. It’s the thrill of the new, the excitement of a fresh start that keeps them hooked. This constant rebranding can be a sign of deeper insecurity about the brand’s identity. Rather than addressing the root cause—whether it’s a lack of confidence in the original brand strategy or an internal struggle with direction—these business owners fall into a cycle of perpetual change. Unfortunately, this can be incredibly damaging, as it prevents the brand from ever truly establishing itself in the minds of its audience. Consistency is not just about following rules; it’s about building trust and recognition over time. By ensuring that your branding remains cohesive across all platforms, you’re reinforcing your brand’s identity and making it easier for customers to connect with your business.
The Desire to Stand Out.
In a saturated market, the pressure to stand out is immense. Some businesses may not have a social media strategy. Social media is a constant barrage of visuals, and it’s easy to feel like your brand is getting lost in the noise and jumping from one shiny object to the next. This pressure can drive small business owners to make bold, sometimes risky, changes to their branding in an attempt to capture attention. Straying from the branding guidelines might feel like a necessary move to keep up with trends or to change how they look from competitors. However, this approach often backfires, as it can undermine the consistency that’s key to building trust and recognition.
What happens when you deviate from brand guidelines.
Deviating from established brand guidelines can have significant repercussions for a small business. Consistency is key in branding; it helps build recognition, trust, and a strong connection with your audience. When a business strays from its brand guidelines—whether through colour choices, fonts, or messaging—it risks confusing customers and diluting the brand’s impact. This inconsistency can make a business appear unprofessional or unfocused. Small businesses need time to establish themselves so chopping and changing fonts or colours won’t help the cause.
What can we do to prevent a brand mish mash.
Commit to Your Branding for a Good Length of Time.
Branding is not a one-time event; it’s a long-term commitment to building a consistent and memorable identity. For branding to truly resonate with your audience, it needs time to take root and flourish. Committing to your branding for a substantial period allows your message to become familiar and trusted. When you frequently change or tweak your brand’s visual elements, you risk confusing your audience and diluting the impact of your efforts. Instead, give your brand the time it needs to grow and establish itself in the minds of your customers. A strong, consistent brand is one that people recognise and remember, and that recognition is built over time, not overnight. So, trust the process, stick to your branding, and allow it to do its job of creating a lasting impression.
Store your digital assets.
Use a digital asset management system, folder or a shared drive where all brand-related materials are stored. (we provide this for all our clients on our portal- this means that they always know where they can access files and download them.) Small and solo business owners should ensure that whatever local system they create that it always has the latest versions of logos, fonts, templates, and other assets. By having a single source for them, you reduce the likelihood of outdated or incorrect materials being used others if you have team members.
Educate Your Team.
If you have a team ensure that everyone involved in your business—whether employees, contractors, or partners—understands your brand guidelines and the importance of consistency.
Develop Templates for Consistency.
As mentioned create branded templates for commonly used materials like social media posts, presentations, email newsletters, and website banners. (aside -if we do your branding all of what you require is covered). This simplifies content creation and ensures that every piece of communication aligns with your brand’s visual identity.
Conduct Checks.
Get in the habit every time you create something – to pause and ask yourself a couple of critical questions.
Does this align with my brand identity?
Is this content easily readable and accessible to my target audience?
These simple yet essential questions will help you maintain the integrity of your brand and ensure that your content resonates effectively with your readers.
Review the Guidelines.
While brand guidelines provide a crucial framework for maintaining consistency, they shouldn’t be rigid or inflexible. As a small business grows and evolves, its branding needs may shift, requiring updates to the original guidelines. These changes should be approached thoughtfully, ensuring they reflect the business’s current direction while still maintaining the core identity that resonates with its audience. It’s a good practice to revisit brand guidelines periodically—set a timeframe to suit your particular business typically it’s around every 12 to 18 months—to assess whether the guidelines still align with the business’s goals, target market, and so on. This regular review allows for making necessary adjustments to ensure that the brand stays relevant, cohesive, and capable of supporting the ongoing growth of the business. This process should be done in a staged manner, allowing for careful consideration and implementation of changes.
Final thoughts.
Guidelines are just that “guidelines” but they exist for a reason and while I was surprised what I saw, I also had to come to terms with something important. No matter how deeply I get invested in a business, ultimately, it is theirbusiness. As a designer, I have to let it go and respect their choices. But I can’t help thinking,”You could have created a killer brand!”, “What could have been?”……….
Ultimately, your brand is a reflection of your business’s identity. While guidelines are essential, they should serve as a foundation for creativity and growth. By staying true to your brand’s core values while allowing room for evolution, you can build a brand that stands out.
If you want to chat to us about branding please get in touch.
