{"id":36009,"date":"2023-11-30T11:11:10","date_gmt":"2023-11-30T11:11:10","guid":{"rendered":"https:\/\/enterpriseleague.com\/blog\/?p=36009"},"modified":"2025-03-06T13:24:31","modified_gmt":"2025-03-06T13:24:31","slug":"bad-branding","status":"publish","type":"post","link":"https:\/\/enterpriseleague.com\/blog\/bad-branding\/","title":{"rendered":"Bad branding: 16 critical branding mistakes to avoid"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;POST HEADER&#8221; _builder_version=&#8221;4.16&#8243; width=&#8221;100%&#8221; max_width=&#8221;100%&#8221; custom_margin=&#8221;0px|0px|0px|0px|false|false&#8221; custom_padding=&#8221;0px|0px|0|0px|false|false&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row use_custom_gutter=&#8221;on&#8221; gutter_width=&#8221;2&#8243; _builder_version=&#8221;4.16&#8243; max_width=&#8221;1280px&#8221; use_custom_width=&#8221;on&#8221; custom_width_px=&#8221;1280px&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; 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text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">Believe it or not, running a successful business, for the most part, is nailing the branding. So you\u2019d think that business has evolved since the dawn of trade, but the bad branding examples we see daily claim otherwise.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s even more startling is that the number of branding mistakes hasn\u2019t dropped with the rise of the Internet. In fact, the access to unlimited resources worsened things. 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Attaching the brand to the wrong products<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Introduction Paragraph&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;-2%|0px|0px|0px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0%||||false|false&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; link_option_url=&#8221;#Visuals&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a02. Focusing only on visuals <\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Introduction Paragraph&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;-2%|0px|0px|0px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0%||||false|false&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; link_option_url=&#8221;#SEO&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a03. Not considering SEO\u00a0<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Introduction Paragraph&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;-2%|0px|0px|0px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0%||||false|false&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; link_option_url=&#8221;#JumpingFromPlanToPlan&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a04. Jumping from plan to plan<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Introduction Paragraph&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;-2%|0px|0px|0px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0%||||false|false&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; link_option_url=&#8221;#Inconsistency&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a05. Inconsistency and conflicting messaging<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Introduction Paragraph&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;-2%|0px|0px|0px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0%||||false|false&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; link_option_url=&#8221;#NotBeingSpecific&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a06. Not being specific<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Introduction Paragraph&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;-2%|0px|0px|0px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0%||||false|false&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; link_option_url=&#8221;#Trademarks&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a07. Dismissing the importance of trademarks<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Introduction Paragraph&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;-2%|0px||0px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0%||-10%||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; link_option_url=&#8221;#CompanyCentric&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a08. Being company-centric<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][et_pb_column type=&#8221;1_2&#8243; _builder_version=&#8221;4.16&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text admin_label=&#8221;Introduction Paragraph&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;|0px|0px|0px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0%||||false|false&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; custom_padding=&#8221;0%|0px|0px|0px|false|false&#8221; link_option_url=&#8221;#LossAversion&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a09. Loss aversion marketing<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Introduction Paragraph&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;-2%|0px|0px|0px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0%||||false|false&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; link_option_url=&#8221;#InternalView&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a010. 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Getting a cheap logo<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Introduction Paragraph&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;-2%|0px|0px|0px|false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0%||||false|false&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; custom_padding=&#8221;0px|0px|0px|0px|false|false&#8221; link_option_url=&#8221;#PrintMarketing&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a012. 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background_color_gradient_stops__hover=&#8221;#2b87da 0%|#29c4a9 100%&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; custom_padding=&#8221;|||&#8221; global_colors_info=&#8221;{}&#8221; parallax__hover=&#8221;off&#8221; parallax__hover_enabled=&#8221;off&#8221; parallax_method__hover=&#8221;on&#8221; parallax_method__hover_enabled=&#8221;on&#8221; custom_padding__hover=&#8221;|||&#8221;][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2>16 branding mistakes you want to avoid<\/h2>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; 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header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">To save you the trouble of <\/span><span style=\"font-weight: 400;\">rebranding<\/span><span style=\"font-weight: 400;\"> or becoming a memefied internet sensation (although if you\u2019re smart enough you can turn the publicity to your advantage) we made a list of the worst branding mistakes businesses make.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"WrongProducts\">Attaching the brand to the wrong products<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; hover_enabled=&#8221;0&#8243; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p><span style=\"font-weight: 400;\"><span>Brands often make the mistake of attaching their name to products that don\u2019t align with their perceived image. <\/span><span>For instance, customized promotional items, such as customised lanyards<\/span><span>, can be effective branding tools if they resonate with the brand\u2019s identity and values. <\/span><span>Ensuring these products are high-quality and reflective of the brand\u2019s standards is crucial to avoid a negative impression.<\/span><\/span><\/p>\n<p><span style=\"font-weight: 400;\">We recently came across a prime example when we were approached by a technology firm to make custom perfume tubes that they would infuse with a scent and give to their clients. The foundation of the idea could easily lead to a negative representation of the company as the \u201cthoughtful gift\u201d could have a scent that caused their customer displeasure.\u00a0<\/span><\/p>\n<blockquote>\n<p><em><span style=\"font-weight: 400;\">Evan Rosenberg, Founder and CEO of Powerhouse Prints<\/span><\/em><\/p>\n<\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"Visuals\">Focusing only on visuals<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">The biggest branding mistake I see is thinking that their slogan, logo, colors, physical appearance, etc. are their brand.<\/span><b> Branding is actually about creating a positive impression in the prospect&#8217;s mind.<\/b><span style=\"font-weight: 400;\"> So the visuals are certainly a part of that, but the bigger part is how they experience you. If your walk doesn&#8217;t match your talk, your branding does more harm than good.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a green\/social entrepreneurship profitability consultant, speaker, and author, I look at how branding can amplify regenerative businesses: I help develop and market profitable products\/services that turn hunger\/poverty into abundance, war into peace, racism and other kinds of othering into equity and catastrophic climate change into planetary balance.<\/span><\/p>\n<blockquote><p><em>Shel Horowitz, Transformpreneur at Going Beyond Sustainability<\/em><\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"SEO\">Not considering SEO when branding your business<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">It is bad branding not to consider SEO in the era of Google. You should always take into account how your brand and brand name will positively or negatively impact your business rankings online. Using major keywords in your business name or punch line will help you in the future rank better for important keywords. Keeping the impacts of your branding on your SEO will help you rise<\/span><span style=\"font-weight: 400;\">\u00a0above your competition as this is frequently not considered.<\/span><\/p>\n<blockquote>\n<p><em>James Watson &#8211; Owner and Director of Marketing at Omaha Homes For Cash<\/em><\/p>\n<\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"JumpingFromPlanToPlan\">Jumping from plan to plan<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">One big branding mistake businesses make is jumping from plan to plan. The first piece of advice new entrepreneurs are given is to make a plan, but if the plan isn\u2019t taking off immediately and our enterprising individual isn\u2019t as stalwart as the need to be it may be tempting to change the plan to something else. Having no plan would be preferable to jumping around because you\u2019re basically wasting your money.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to remember that most effective marketing plans require a long look. They take time before seeing the inevitable payoff. Test your marketing first and then build out the rest of your strategy based on the results of your testing. <\/span><b>Each marketing campaign should be built upon the success of the previous campaign<\/b><span style=\"font-weight: 400;\">; and over time, you will see your results improve. Marketing builds on itself, so the more you market, the better results you\u2019ll get.<\/span><\/p>\n<blockquote><p><em>Wendy Young, Marketing Assistant at Bootstrap Local<\/em><\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"Inconsistency\">Inconsistency and conflicting messaging<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">One of the biggest branding mistakes that I see businesses make is that the messaging on all marketing materials and consumer touchpoints are inconsistent or conflicting. Incongruent messaging leads to consumer confusion and can negatively impact sales.<\/span><\/p>\n<blockquote>\n<p><em><span style=\"font-weight: 400;\">Kristin Marquet, Owner at Marquet Media<\/span><\/em><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400;\">An example of bad branding I see most commonly, especially from new and fast-scaling businesses, is a lack of consistency. Consistency is everything. Your brand messaging, logo, tone of voice, color schemes, straplines &#8211; everything needs to be rock solid and consistent for a long period of time to build equity around the brand.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider the most significant brands in the world right now. McDonald&#8217;s has used the same golden arches for nearly 60 years; it&#8217;s <a target=\"_blank\" class=\"c-link c-link--underline\" data-stringify-link=\"https:\/\/looka.com\/blog\/nike-logo\/\" delay=\"150\" data-sk=\"tooltip_parent\" href=\"https:\/\/looka.com\/blog\/nike-logo\/\" rel=\"noopener noreferrer\">it\u2019s impossible to use the word swoosh without thinking of Nike<\/a> and most adults in the world would be able to identify Apple&#8217;s advertisements even without the brand name being used because of its logo and signature use of white space.<\/span><\/p>\n<blockquote>\n<p><em>Matt Caspell, Founder of\u00a0Lumo Digital<\/em><\/p>\n<\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"NotBeingSpecific\">Not being specific<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">One branding mistake businesses often make is not being specific about who they are and who they serve in their branding. They think if they brand themselves as a one-stop shop for every person in the world that everyone will want to shop there.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The opposite is actually true, and the more specific you get with your branding, the more your ideal audience will feel you created your product specifically for them, making them more likely to buy. Then, once you have traction, even people outside your ideal branded audience will start to buy, so being specific in branding won&#8217;t hold you back long-term and it will help you get ahead when starting out.<\/span><\/p>\n<blockquote><p><em>\u00a0Stacy Caprio, Marketing at Renuw Skincare<\/em><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">The biggest branding mistake I see businesses make is that there&#8217;s often a disconnect between who the brands think they are, and who the audiences think the brands are because of poor communication.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Brands and businesses aren&#8217;t typically <\/span><a href=\"https:\/\/brandmasteracademy.com\/importance-of-target-audience-in-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">crystal clear on who their target audience is<\/span><\/a><span style=\"font-weight: 400;\">, and they market and brand in a way that doesn&#8217;t necessarily translate to the audience, so a millennial product Brand, for example, thinks they&#8217;re talking to their ideal target when in reality they&#8217;re reaching 50-somethings instead who aren\u2019t buying.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way to avoid this is to research, listen to your audience and before being clever in your content, to get to know your audience&#8217;s pain points, understand their language and THEN speak to them in a way that&#8217;ll resonate. Your message won\u2019t get lost in translation and what you want to transmit will align with what they understand about your business. <\/span><b>When in doubt, be clear rather than clever.<\/b><\/p>\n<blockquote><p><em>Sabrina Scholkowski, Owner at Sociouse<\/em><\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"Trademarks\">Dismissing the importance of trademarks<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">Not all businesses see <\/span><span style=\"font-weight: 400;\">trademark protection<\/span><span style=\"font-weight: 400;\"> as important to a branding strategy. The likelihood of businesses becoming less competitive increases if their name is similar to another business and there are limited options for recourse. Trademarks can be helpful tools in mitigating this issue. Trademark protection creates brand value, builds customer base and helps to diversify the business&#8217;s portfolio.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another related mistake is inconsistent use of registered marks in consumer markets, or a complete non-use of the registered mark. This may happen more often if the business owns a family of trademarks. Trademarks can be cancelled for non-use, thereby impacting the brand&#8217;s reputation. How to avoid this mistake: Ensure that there is a market for and actual sales for the product\/service that bears the registered mark; have a foolproof branding strategy at play \u2013 don\u2019t register marks that you will likely not lose.<\/span><\/p>\n<blockquote><p><em>Marsha S. Cadogan, Lawyer and Consultant at MSC Intellectual Property<\/em><\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"CompanyCentric\">Being company-centric<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">The biggest branding mistake any company or organization can make is being company-centric. No doubt it&#8217;s essential to have a clear brand identity, but the importance of being customer-centric should not take a back seat. At the end of the day, it\u2019s the customer we are serving and facing. The brand needs to <\/span><a href=\"https:\/\/enterpriseleague.com\/blog\/customer-focused-strategy\/\"><span style=\"font-weight: 400;\">make the customer the hero of the story<\/span><\/a><span style=\"font-weight: 400;\"> instead of concentrating on themselves.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The secret of success of small brands is their closeness to the voice of the consumer. When deciding the value proposition or branding strategy, keeping the requirements of the customer is essential. A brand should have a clear and consistent character on <\/span><a href=\"https:\/\/enterpriseleague.com\/blog\/pros-cons-social-media-business\/\"><span style=\"font-weight: 400;\">different social media platforms<\/span><\/a><span style=\"font-weight: 400;\">. If a customer meets a different persona on different social media platforms, there is a good chance that they can get confused and back out.<\/span><\/p>\n<blockquote><p><em>Avinash Chandra, Founder and CEO at BrandLoom<\/em><\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"InternalView\">Overlooking the internal team view of the brand<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">One key branding mistake businesses often make is overlooking how their internal team views the brand. If your employees aren&#8217;t on the same page about what your brand stands for, exactly what your business offers, and who you are targeting, then that uncertainty will impact their work \u2014 and leave your customers confused and unmotivated to take action.\u00a0 You can&#8217;t have an impactful external brand without a<\/span><a href=\"https:\/\/hbr.org\/2002\/01\/selling-the-brand-inside\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"> strong internal understanding of the brand<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<blockquote><p><em>Abhishek Agarwal, Founder of Design\u2019N\u2019Buy<\/em><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Failing to build brand advocates from within is definitely a bad branding move.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While it is important to know how the business\u2019 product\/service is valuable to consumers, failure to train and empower employees to live out the essence of the brand will lead to a weak brand presence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A salesperson solely motivated by meeting a quota will not effectively convey to a consumer how the transaction is more than an exchange of money for a product and\/or services. That consumer will end up looking for a cheaper or better solution somewhere else.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Business owners\/leaders need to help their employees understand why what the company is doing matters. They need to empower team members to flesh out that vision through their own individuality, going beyond fulfilling a job description and selling a product\/service.<\/span><\/p>\n<blockquote><p><em><span style=\"font-weight: 400;\">Vincent Lee, Owner of Can You Brand Me<\/span><\/em><\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"CheapLogo\">Getting a cheap logo<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">The biggest mistake business owners make when they are just starting out is believing they can get by with just a logo and getting one made cheaply from Fiverr or similar. Creating a logo without any <\/span><a href=\"https:\/\/visme.co\/blog\/brand-strategy\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">brand strategy<\/span><\/a><span style=\"font-weight: 400;\"> behind it is doing a disservice to your business. Your brand is so much more than just a logo &#8211; it\u2019s every single touchpoint your customer has with your business and should be carried throughout your customer\u2019s entire experience. <span>If you don\u2019t have a big budget use a\u00a0<\/span><a target=\"_blank\" class=\"c-link\" data-stringify-link=\"https:\/\/www.adobe.com\/express\/create\/logo\" delay=\"150\" data-sk=\"tooltip_parent\" href=\"https:\/\/www.adobe.com\/express\/create\/logo\" rel=\"noopener noreferrer\" data-remove-tab-index=\"true\" aria-describedby=\"sk-tooltip-490\" tabindex=\"-1\">free logo maker online<\/a><span>.<\/span><\/span><\/p>\n<blockquote><p><em>Emily Messing, Owner of EJM Design<\/em><\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"PrintMarketing\">Spending on fancy print marketing<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">I started a branding\/marketing firm 19 years ago and recommend NOT spending money on things like fancy brochures\/letterhead\/business cards. Until you know your business is launched put your budget into things that help fill your pipeline with customers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Getting your URL\/website up and running is key. I created online stationery for proposals\/invoices, ordered my cards online and made downloadable materials as leave-behinds for people looking for more information to help me find clients more quickly. You need to look professional and have a website to be taken seriously but embossed paper\/watermarks\/heavy card stock is not going to accelerate your sales cycle.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I know many business owners who spent thousands of dollars on these things and found it was a waste of money. Find reference customers quickly, use them to get testimonials\/referrals. There\u2019s plenty of time later to dress things up!<\/span><\/p>\n<blockquote><p><em>Paige Arnof-Fenn, Founder and CEO at Mavens and Moguls<\/em><\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"AssociatingWithTheWrongBrand\">Associating with the wrong brand<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">I heard of a self-development event company looking for sponsors for their event and they are looking at $250,000.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After 3 months of asking for sponsorship, they only received about $100,000, and 3 weeks later is the event date. A few days later, a cigarette company offered them a million-dollar sponsorship, to have their brand banner up during the event all the time.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The event company owners were tempted as the event&#8217;s date draws near. But they decided not to go ahead as it would hurt their company brand. Just less than a week before the event, another company decided to sponsor $150,000 for the event.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The owners did not give up till the end and did not associate with the wrong brand.<\/span><\/p>\n<blockquote><p><em>Cyrus Yung, Director of Ascelade<\/em><\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"Greenwashing\">Greenwashing<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">Sustainability has become such a hot keyword in businesses big and small. Because it\u2019s so trendy, it\u2019s sad to see companies take advantage of such a value and attempt to rob others blind by lying about these important credentials. \u201c<\/span><a href=\"https:\/\/www.investopedia.com\/terms\/g\/greenwashing.asp\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Greenwashing<\/span><\/a><span style=\"font-weight: 400;\">\u201d is the act of corporations advocating for environmentally friendly practices and branding, but in reality not operating by the same standards that they talk about.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is especially rampant in industries of fashion, food, and traveling, which are big contributors to pollution and waste. If the company undergoes a green \u201crebrand,\u201d displays vague facts and figures about their sustainability performance, and continues unethical employment and operational practices, these are red flags that display they don\u2019t mean any of the words they advocate.<br \/>\n<\/span><\/p>\n<blockquote><p><em>Sharon van Donkelaar, CMO at Expandi<\/em><\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"StockPhotos\">Buying stock photos<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">One of the branding mistakes a business can make is buying stock photos to use on its website. Those photos are often used by hundreds of other websites and they become the classic visual cliche rather than serving as a visual aid to the message the business is trying to convey. The stock images may also break the trust that the business is trying to establish with their clients.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, using images that show offices and environments different from where a business is operating would signal dishonesty and may result in losing business. If the branding image is as essential to the business as the quality of their service or product then the business should hire a professional photographer who would give a more honest and creative image of the business brand.<\/span><\/p>\n<blockquote><p>Sam Fatima, Lead Photographer at Sam Headshots<\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"NotUnderstandingTheMeaningOfBranding\">Not understanding the meaning of branding<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; header_3_text_shadow_style__hover_enabled=&#8221;none&#8221; header_3_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_3_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_4_font_size__hover=&#8221;18px&#8221; header_4_font_size__hover_enabled=&#8221;18px&#8221; header_4_letter_spacing__hover=&#8221;0px&#8221; header_4_letter_spacing__hover_enabled=&#8221;0px&#8221; header_4_line_height__hover=&#8221;1em&#8221; header_4_line_height__hover_enabled=&#8221;1em&#8221; header_4_text_shadow_style__hover=&#8221;none&#8221; header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<span style=\"font-weight: 400;\">.The single largest branding mistake businesses make is not understanding what actually a brand is. Most often, they think it is a logo like the Nike swoosh or Coca-Cola Spencerian script and curved bottle. Sometimes they think it is about a sale or promotion, like Macy&#8217;s Thanksgiving Day Sale and Parade. Those are not brands. A brand is a company&#8217;s character and it lets customers know what to expect each time they interact with a business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, Eddie Bauer&#8217;s brand used to be comfortable and rugged outdoor gear and clothing. The quality was so good, they even had a lifetime warranty. Unfortunately, they destroyed their brand by removing the quality. Patagonia has not done this, which is why their brand remains intact and Eddie Bauer has been losing market share for years.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another great example is Microsoft versus Apple. Microsoft was known for Windows and Office, but these were not what made the Microsoft brand. Microsoft has name recognition and a solid product line, but they lack a brand. Apple, on the other hand, has name recognition and customers know what to expect when they buy an Apple product. The products will be cutting\u00a0<\/span><span style=\"font-size: 16px;\">edge and integrate various design elements that make them pleasing to look at, touch, and use. Apple&#8217;s brand has allowed them to build a loyal customer base. Microsoft never fully established a brand and had to switch to SaaS billing to create a steady cash flow.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another great example is Walmart versus Target. Walk into any Walmart and you never know what you will get. Some look old and decrepit, even if they have implemented the latest signage. Worker uniforms at some are neat and clean, but old and worn at others. Shelves will be organized at some and messy at others &#8211; bad branding! Target, on the other hand, provides the same experience regardless of the store you visit.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your brand lets your customers know who you are as a company and what they can expect every time. There is uniformity, regardless of the number of locations. For instance, Nike will not make cheap shoes, because that would undermine their brand. Nike wants to be the Lexus of athletic wear, so they won&#8217;t make a crappy shoe. Compare that to what other retailers like Eddie Bauer have done to their brands.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The number of times I have to talk executives out of accidentally destroying their brand would amaze you<\/span><\/p>\n<blockquote><p><em>Anthony Babbitt, MS, MCSE, Founder of Babbitt Consulting<\/em><\/p><\/blockquote>\n<p>[\/et_pb_text][et_pb_text content_phone=&#8221;<\/p>\n<h2 style=%22text-align: left;%22>How did you survive the 2008 recession?<\/h2>\n<p>&#8221; content_last_edited=&#8221;off|desktop&#8221; admin_label=&#8221;Heading 2 &#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; header_2_font=&#8221;|600|||||||&#8221; header_2_text_color=&#8221;#000000&#8243; header_2_font_size=&#8221;21px&#8221; header_2_line_height=&#8221;1.2em&#8221; header_3_font=&#8221;|600|||||||&#8221; header_3_text_color=&#8221;#434343&#8243; header_3_font_size=&#8221;19px&#8221; custom_margin=&#8221;30px||10px||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;0px||10px||false|false&#8221; custom_margin_last_edited=&#8221;on|phone&#8221; header_2_text_align_phone=&#8221;left&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 id=\"Conclusion\">Conclusion<\/h3>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||||false|false&#8221; custom_margin_tablet=&#8221;&#8221; custom_margin_phone=&#8221;&#8221; custom_margin_last_edited=&#8221;on|desktop&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; 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header_4_text_shadow_style__hover_enabled=&#8221;none&#8221; header_4_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_4_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_5_font_size__hover=&#8221;16px&#8221; header_5_font_size__hover_enabled=&#8221;16px&#8221; header_5_letter_spacing__hover=&#8221;0px&#8221; header_5_letter_spacing__hover_enabled=&#8221;0px&#8221; header_5_line_height__hover=&#8221;1em&#8221; header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">We know it\u2019s easier to pull off bad branding than it is to avoid making any of the branding mistakes listed above. However, that doesn\u2019t give you the right to make a disaster of your brand. If you don\u2019t know how to build a brand you better hire a professional who knows what is doing. It will be an investment in the long run.<\/span><\/p>\n<blockquote><\/blockquote>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=&#8221;1&#8243; admin_label=&#8221;MORE MUST READ POSTS <UPDATE_ADD_LINK>&#8221; _builder_version=&#8221;4.16&#8243; custom_margin=&#8221;0px||0px||false|false&#8221; custom_padding=&#8221;0px||0px||false|false&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.16&#8243; global_colors_info=&#8221;{}&#8221;][et_pb_blurb title=&#8221;More must-read stories from Enterprise League:&#8221; icon_placement=&#8221;left&#8221; image_icon_width=&#8221;70px&#8221; content_max_width=&#8221;1100px&#8221; image_icon_width_tablet=&#8221;70px&#8221; image_icon_width_phone=&#8221;30px&#8221; image_icon_width_last_edited=&#8221;on|phone&#8221; admin_label=&#8221;MUST READ TITLE&#8221; _builder_version=&#8221;4.16&#8243; 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header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<ul>\n<li><span>Step-by-step <a href=\"https:\/\/enterpriseleague.com\/blog\/tiktok-marketing\/\">TikTok marketing<\/a> for small businesses.<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.17.4&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||1px||false|false&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; header_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_2_font_size__hover=&#8221;26px&#8221; header_2_font_size__hover_enabled=&#8221;26px&#8221; header_2_letter_spacing__hover=&#8221;0px&#8221; header_2_letter_spacing__hover_enabled=&#8221;0px&#8221; header_2_line_height__hover=&#8221;1em&#8221; header_2_line_height__hover_enabled=&#8221;1em&#8221; header_2_text_shadow_style__hover=&#8221;none&#8221; header_2_text_shadow_style__hover_enabled=&#8221;none&#8221; header_2_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_2_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_3_font_size__hover=&#8221;22px&#8221; header_3_font_size__hover_enabled=&#8221;22px&#8221; header_3_letter_spacing__hover=&#8221;0px&#8221; header_3_letter_spacing__hover_enabled=&#8221;0px&#8221; header_3_line_height__hover=&#8221;1em&#8221; header_3_line_height__hover_enabled=&#8221;1em&#8221; header_3_text_shadow_style__hover=&#8221;none&#8221; 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header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<ul>\n<li><span data-sheets-root=\"1\" data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Innovative customer appreciation ideas for small businesses.&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:1049153,&quot;3&quot;:{&quot;1&quot;:0},&quot;9&quot;:0,&quot;12&quot;:0,&quot;23&quot;:1}\" data-sheets-textstyleruns=\"{&quot;1&quot;:0,&quot;2&quot;:{&quot;2&quot;:{&quot;1&quot;:2,&quot;2&quot;:1136076},&quot;9&quot;:1}}\uee10{&quot;1&quot;:38}\" data-sheets-hyperlinkruns=\"{&quot;1&quot;:0,&quot;2&quot;:&quot;https:\/\/enterpriseleague.com\/blog\/customer-appreciation-ideas\/&quot;}\uee10{&quot;1&quot;:38}\"><a class=\"in-cell-link\" target=\"_blank\" href=\"https:\/\/enterpriseleague.com\/blog\/customer-appreciation-ideas\/\" rel=\"noopener\">Innovative customer appreciation ideas<\/a> for small businesses.<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; max_width_last_edited=&#8221;on|tablet&#8221; custom_margin=&#8221;||1px||false|false&#8221; header_2_font_size_tablet=&#8221;30px&#8221; header_2_font_size_phone=&#8221;15px&#8221; header_2_font_size_last_edited=&#8221;on|desktop&#8221; locked=&#8221;off&#8221; global_colors_info=&#8221;{}&#8221; header_font_size__hover=&#8221;30px&#8221; header_font_size__hover_enabled=&#8221;30px&#8221; header_letter_spacing__hover=&#8221;0px&#8221; header_letter_spacing__hover_enabled=&#8221;0px&#8221; header_text_shadow_style__hover=&#8221;none&#8221; header_text_shadow_style__hover_enabled=&#8221;none&#8221; 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text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">These are the <\/span><a href=\"https:\/\/enterpriseleague.com\/blog\/20-entrepreneur-apps\/\"><span style=\"font-weight: 400;\">must-have apps you\u2019re going to need<\/span><\/a><span style=\"font-weight: 400;\"> if you\u2019re an entrepreneur.<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; _builder_version=&#8221;4.16&#8243; text_font=&#8221;||||||||&#8221; text_text_color=&#8221;#454545&#8243; text_font_size=&#8221;16px&#8221; text_letter_spacing=&#8221;1px&#8221; text_line_height=&#8221;1.6em&#8221; header_font=&#8221;||||||||&#8221; header_2_font=&#8221;Work Sans|700|||||||&#8221; header_2_font_size=&#8221;25px&#8221; header_2_line_height=&#8221;1.5em&#8221; max_width_tablet=&#8221;&#8221; max_width_phone=&#8221;&#8221; 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header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; text_text_shadow_style__hover_enabled=&#8221;none&#8221; text_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; text_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221;]<\/p>\n<ul>\n<li><span>Find out how to expand and improve your <a href=\"https:\/\/enterpriseleague.com\/blog\/business-knowledge\/\">business knowledge<\/a>.<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_text admin_label=&#8221;Paragraph Text Content&#8221; 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header_5_line_height__hover_enabled=&#8221;1em&#8221; header_5_text_shadow_style__hover=&#8221;none&#8221; header_5_text_shadow_style__hover_enabled=&#8221;none&#8221; header_5_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_5_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; header_6_font_size__hover=&#8221;14px&#8221; header_6_font_size__hover_enabled=&#8221;14px&#8221; header_6_letter_spacing__hover=&#8221;0px&#8221; header_6_letter_spacing__hover_enabled=&#8221;0px&#8221; header_6_line_height__hover=&#8221;1em&#8221; header_6_line_height__hover_enabled=&#8221;1em&#8221; header_6_text_shadow_style__hover=&#8221;none&#8221; header_6_text_shadow_style__hover_enabled=&#8221;none&#8221; header_6_text_shadow_color__hover=&#8221;rgba(0,0,0,0.4)&#8221; header_6_text_shadow_color__hover_enabled=&#8221;rgba(0,0,0,0.4)&#8221; text_letter_spacing__hover=&#8221;0px&#8221; text_letter_spacing__hover_enabled=&#8221;0px&#8221; text_text_shadow_style__hover=&#8221;none&#8221; 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You might think you have it under control until you commit any of these critical branding mistakes and watch it all go down the drain.<\/p>\n","protected":false},"author":7,"featured_media":36274,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[10],"tags":[],"class_list":["post-36009","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"_et_post_bg_layout":"light","_et_pb_show_title":"off","et_pb_page_layout":null,"et_pb_dot_navigation":null,"et_pb_hide_nav_before_scroll":null,"et_pb_show_title":null,"_et_pb_page_layout":"et_right_sidebar","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bad branding: 16 critical branding mistakes to avoid<\/title>\n<meta name=\"description\" content=\"It&#039;s easier to pull off bad branding than it seems. 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