Branding Mistakes That Make Your Business Look Cheap

Your brand is the first impression potential clients have of your work. While budget constraints are real for small business owners, certain branding shortcuts can really undermine your perceived value and expertise, in turn, effecting your sales.

I've noticed common branding mistakes that can make excellent businesses appear unprofessional or cheap... Here are the key mistakes to avoid if you want your brand to reflect the true quality of your services.

1. Generic, Template-Heavy Design

The Problem: Using unmodified templates, stock photography that feels impersonal, or cookie-cutter websites that look identical to dozens of other services in your niche.

Why It Matters: When potential clients see a brand that looks like every other business, they assume your services are equally generic. Random templates signal that you've invested minimal time and thought into your presentation.

The Fix: Start with templates if needed, but customise them significantly. Invest in professional graphics design and brand photography and develop unique visual elements that reflect your specific approach and brand personality.

2. Inconsistent Visual Identity

The Problem: Different fonts on every page, constantly changing colour schemes, inconsistent logo usage, and mismatched visuals across different platforms.

Why It Matters: Visual inconsistency creates conflict and confusion. It signals disorganisation and a lack of attention to detail. Both qualities no one wants in a coach or service provider.

The Fix: Develop a simple but clear brand style guide with 1-2 fonts, a defined colour palette, and guidelines for how your logo and imagery should appear. Apply this consistently across all touchpoints and platforms.

3. DIY Logo That Screams "Amateur"

The Problem: Overly complex logos with multiple elements, obvious use of free design tools, clip art, or trendy effects that will quickly look dated or overused.

Why It Matters: Your logo is the cherry on the cake of your visual identity. A poorly executed logo immediately signals to potential clients that you cut corners.

The Fix: Invest in professional logo design or focus on clean, simple typography if budget is tight. Remember that many premium brands use just their name in a distinctive font rather than multiple elaborate symbols.

4. Poor Quality Imagery

The Problem: Pixelated images, poorly lit selfies, awkwardly cropped stock photos, or visuals that don't align with your message.

Why It Matters: We process visual information instantly. Low-quality images create an immediate negative impression that's hard to overcome, no matter how good your content is.

The Fix: Budget for professional photography at least once a year, learn basic photo editing skills, and be selective about the images you use. Quality over quantity always wins.

5. Cluttered, Text-Heavy Designs

The Problem: Cramming too much information into every graphic, webpage, or brochure. Using multiple fonts, colours, and design elements to emphasise "important" points.

Why It Matters: Visual overwhelm creates anxiety & confusion. It suggests you're insecure about your message and trying to compensate with volume.

The Fix: Embrace white space - this is my favourite thing in the world! Focus on one key message per visual. Remember that premium brands are confident enough to keep things simple and let their expertise speak for itself.

6. Overpromising Language and Hype

The Problem: Excessive use of similar words, unrealistic promises, and exaggerated language throughout your branding materials.

Why It Matters: Sophisticated clients can detect bulls**t marketing language immediately. Overblown claims ruin trust and make your business appear desperate.

The Fix: Focus on clear, direct communication about the specific value you provide. Use client testimonials and case studies to demonstrate results rather than making grandiose claims.

7. Non-Strategic Social Media Presence

The Problem: Inconsistent posting, engagement only when selling something, wildly different tones across platforms, or obvious automation without personalisation.

Why It Matters: Your social media presence is a key touchpoint for potential clients. An inconsistent or clearly automated approach suggests you'll be equally inconsistent in your service delivery.

The Fix: Choose 1-2 platforms to focus on rather than trying to be everywhere. Develop a content strategy that provides genuine value, not just promotional content. Authentic egagement for the win.

8. Difficult User Experience

The Problem: Complicated booking processes, unclear service descriptions, difficult navigation on your website, or slow response systems.

Why It Matters: Every friction point is an opportunity for potential clients to leave and go to your competition. Complex systems suggest your actual services might be equally confusing or difficult.

The Fix: Regularly audit your client journey from first enquiry to booking. Simplify wherever possible. Ask trusted friends to test your systems and provide feedback.

The Bottom Line

Premium brands aren't built through expensive materials alone—they're created through thoughtful consistency, clarity, and attention to detail.

By avoiding these common mistakes, even small businesses with modest budgets can create a brand presence that communicates professionalism and value.

Remember that your brand should be an authentic reflection of the quality you deliver. When there's alignment between how you present yourself and the excellence of your services, you create a foundation of trust that no amount of flashy marketing can replace.

Ready to fix your branding?

Join me on Wednesday 28th May in Glasgow for Brand Brilliance, a workshop to finally nail your brand foundations, be seen as the expert you are and charge your worth. Find out more here.