5 Brand mistakes that are turning your people away

You’ve created something beautiful and necessary. Now, it’s time to start putting your product out into the world, but how do you not get lost in the noise?

You’re brand and packaging.

You know the saying “Don’t judge a book by its cover?” Well, people do. And it’s the exact same thing when it comes to products.

1 in 4 people in the US have said they bought something because of the packaging.

Because your packaging is the most common instance of your brand, we’re going to talk about both throughout this article. Because it’s both that are going to work together to separate you from the competition and tell you’re brand story.

So without further adieu, here are 5 common branding & packaging mistakes to avoid so you can invite your people into your world — instead of turning them away.

5 Common Branding & Packaging Mistakes to Avoid:

1. Having a Complicated Logo That You Can’t Shrink
   Your logo is your business’ signature — your customer should recognize it in a split second. That means your logo needs to be recognizable and memorable no matter the size or setting. If someone has to squint at your logo or search for the name, it’s not doing its job.

   • Example: Compare Apple with an overly frilly, artsy logo.

   • Check: Test out your logo at all different sizes. I’m talking social media profile picture small to billboard big. Is it clear, easy to read, and recognizable? If not, consider getting different versions of your logo that work at various sizes.

2. Prioritizing Your Preferences Over Your Audience’s Feelings
   Your brand isn’t just a piece of art you like; it represents your business to people who need to feel connected and want to buy. To make that conversion, you need to know what your customers like and why, as well as how that connects with your brand values. When making design decisions, take a step back to ensure you’re communicating that to your customers.

   • Example: Let’s say your brand is a skincare company looking to break the mold and create bold new products, but you love off-whites. You can explore off-whites, but you might need to go with a bolder color to reflect your products’ innovation.

   • Check: Think about how you want people to feel when interacting with your business. Then ask yourself — how would a stranger with no prior knowledge of me or my business describe this logo? Does that align with how I’ve said I want people to feel about my business?
     If you haven’t done much strategy, now might be the time to download our free strategy journal.

3. Being Too Broad
   Trying to appeal to everyone will leave your brand ‘nice for anyone’ but without a ready-to-convert audience. You need to know exactly who you’re speaking to. It’s scary to feel like you’re cutting people out, but the truth is, you need to be irresistible to those who will buy. Of course, that doesn’t mean you’re saying no one else is welcome! But you want to speak so specifically to your people so that they can’t help but become obsessed.

   • Example: Merit Beauty is concise with its product messaging, targeting busy, professional women who want to look like a million bucks in five minutes. Even if that's not you, you can still appreciate and buy their quality products. While that might not be for everyone, they know who their audience is inside and out.

   • Check: When you think about narrowing down your target audience, how does that make you feel? Don’t avoid leaning into your brand’s superpower. Ask yourself—who would benefit the most from using your product?

4. Looking Like Everyone Else
   No one is immune to falling in love with beautiful packaging. When we believe something is clever and leaves us saying, ‘That is exactly what I wanted to do,’ it’s easy to end up copying. Not exactly, of course—no messing with copyrights—but ideas, style, maybe a color or two… it’s a slippery slope. Avoid this if you want to stand out on a shelf.

   • Example: Have you ever stood in the candle aisle at a store like Marshalls, TK MAXX, or Winners and tried to pick a candle? They all look so similar. No one candle stands out, and they get lost in the crowd. A consumer will struggle to understand the differences and may choose something randomly. In a landscape of white labels and text, Caftari stands out with its thoughtful details and textures.

   • Check: When you imagine your dream packaging, does a product from your industry jump to mind? If you already designed it, was your inspiration hugely influenced by direct competitors? Keep competitor research and inspiration separate.

5. Crafting in Isolation
   When designing and developing your brand & packaging, it’s easy to create in a vacuum. To look at PDFs filled with just your brand and fall in love. But your brand exists in the world and will be compared to the competition. You need to consider how your product fits into a customer's life and how it looks alongside your competition.

   • Example: You need to review the competition to understand category indicators (what cues tell a viewer your product a tea instead of a coffee or seasoning), but look for inspiration in brands that share your values (but aren’t in your industry). This will inspire unique ways to communicate with your audience without sounding like everyone else.

   • Check: Review your current product design or inspiration beside your competition. How similar does it look? Are you able to communicate the category while still grabbing attention? You can even show someone an image of your packaging and ask them what 3 adjectives they would use to describe it.

Recap:

If your logo or packaging didn’t pass the tests, it might be time to consider a rebrand. The product you’re developing is needed and filling a gap. Let’s make sure your branding & packaging help get noticed and a first chance.

We’d be honored to help you stand out in your industry, build recognition, and grab attention. Inquire here to talk all the details.