7 mistakes start-ups often make with their brand identity

One of our promises here is to not waste your time so let's talk about the elephant in the room: your start-up's brand. It isn't an afterthought (so stop treating it like one).

Even though you know you need one, have you been putting it off because you're "too busy building the product”?

Here's the reality: your brand exists whether you work on it or not. It's not waiting for you to find time. It's happening right now, with or without your input.

You would be well-served by having a LOT of input into your brand.

To highlight why, take a look at these 7 brand identity blunders that start-ups often make.

Note that you're probably making at least one of them. But don't worry. This isn't about making you feel bad. It's about waking you up.

Because here's the thing: As we’ve said before, your brand isn't just some fancy logo or a color scheme. It's the gut feeling people get when they hear your name. It's why they choose you over the other guy.

In other words, it's too important to ignore.

1. Lack of consistency
   Different logos everywhere. Chaotic color schemes. It's a mess.
   Why? Because "we'll fix it later." Spoiler: You won't.
   You’ve rushed development or have multiple team members creating materials independently.

2. Playing copycat
   "Let's be the Uber of X!" No. Be yourself.
   Why? It's easier to copy than create. But easier isn't better. There’s often a lack of confidence or belief that imitating success will lead to success.
   Instead, conduct thorough market research to find unique positioning and visual identity.

3. All features, no story
   You built a thing. Great. But why should anyone care?
   You’ve spent too much time in the code, not enough time thinking about customers.
   Make sure you take time to craft a compelling brand story that resonates with your target audience and values.

4. Audience? What audience?
   You're selling to everyone. AKA no one because you fear narrowing your focus. But narrow is how you win.

   For example, you create youth-focused app using formal language and traditional design because you didn’t tailor your brand identity to their preferences. Don’t make assumptions; learn what they like and dislike.

5. Your logo looks like Rorschach test
   If it needs explaining, it's not working. Why? Overthinking. Simplicity is hard, but it's worth it.
   Make sure it works across all mediums and sizes from small to large.

6. Split personality disorder
   Casual on Facebook, stuffy in emails. Pick a lane.
   Why? No clear vision. Or too many cooks in the kitchen. Develop a clear brand voice and train all team members on its use.

7. Stuck in the past
   Your brand is gathering dust. Markets change. Do you?
   Why? Comfort zone feels nice. Growth doesn't.
   There’s often a fear of losing recognition or emotional attachment to original concepts.
   The world is indeed moving fast. Regularly review and refresh your brand identity to stay relevant, while maintaining core elements.

Now, why do start-ups neglect brand strategy?

Simple. They're busy "building the thing."

There's a myth in start-up land: Product is everything. Get the product right, and customers will come. Brand? That's for big companies with big budgets.

Wrong.

Your brand is what people say about you when you're not in the room. It's the gut feeling they get when they hear your name. It's why they choose you over the other guy.

Start-ups pour thousands of hours into product development. They obsess over features. They debate button colors. But they spend almost zero time on brand strategy.

Why? Because brand feels fluffy. It's not concrete like code. You can't measure it like user acquisition.

But here's the truth: Your brand is working whether you're intentional about it or not. Ignoring it doesn't make it go away. It just means you're letting it run wild instead of steering it.

The irony? A strong brand makes everything else easier. Marketing. Sales. Hiring. Fundraising. Everything.

So, start-ups, here's your wake-up call: Your brand isn't something you'll "get to eventually." It's not a logo you slap on at the end. It's the foundation you build on from day one. And you don’t just buy a brand off of aisle 7 at your local store.

Neglect it at your own risk.