Top 5 Branding Mistakes I See (And How to Fix Them)
Have you ever met someone who talks a big game but leaves you confused about what they actually do?
That’s how most brands sound. Not because they’re bad, but because they’re unclear.
Before Airbnb became one of the world’s most recognized brands, they were suffering from the same issue.
Their early messaging focused on “affordable places to stay,” but the brand felt more like Craigslist than a global hospitality company.
That changed in 2014.
With the help of branding agency DesignStudio and under the leadership of co-founder and CEO Brian Chesky, Airbnb introduced the now-famous tagline “Belong Anywhere,” along with a total rebrand.
This included the launch of their new logo (the Bélo), a warmer and more human-centered tone of voice, and a pivot away from simply offering short-term rentals.
Instead, they started positioning themselves as a platform for human connection, belonging, and local experiences.
That clarity transformed everything.
Branding isn’t about a killer logo or a trendy color palette. It’s about making people feel something, remember you, and take action.
But too often, businesses sabotage themselves with a few avoidable mistakes.
And although they’re common, they’re also solvable.
If your brand is suffering from any one of these mistakes, I want to show you how to solve them.
Mistake #1: You Make Yourself the Hero
You talk about what you do, how long you’ve been doing it, how passionate you are…
But here’s the thing: your customer doesn’t want a hero. They want a guide. They’re already in the middle of their own story. They just need someone to help them win.
Symptoms of this mistake:
Your website or pitch reads like a resume
You talk about credentials instead of customer outcomes
You center the story around your company, not your customer
Why it happens:
We think our passion and expertise are the most compelling parts of our business. But what customers care about is how you help them solve their problem.
How to fix it:
Reframe your messaging so the customer is the hero, and you're the guide.
Lead with empathy, authority, and a clear path forward.
Show them that you understand their problem and have a plan to help.
Airbnb did this by shifting their story. Originally, they sold affordable places to sleep. But then they made the user the hero — someone seeking connection, adventure, and comfort and reframed their message as: "Belong anywhere."
To go deeper, check out Why Your Brand Needs a Hero (And It’s Not You).
Mistake #2: You’re Trying to Be Clever Instead of Clear
If your audience has to work to understand what you do… they won’t.
And I get it, you want to sound impressive. But clarity wins every time.
The best marketing is clear, not cute.
Symptoms of this mistake:
You use buzzwords, puns, or metaphors that don’t land
People ask, "Wait, what do you actually do?"
Your website headline sounds cool, but doesn’t explain your offer
Why it happens:
We want to stand out. But in the process, we forget that the goal isn’t to be witty — it’s to be understood.
How to fix it:
Say what you do in plain language
Use your customer’s words, not your own
Test your messaging on people unfamiliar with your brand
Airbnb nailed this in their rebrand. Instead of leaning on tech lingo or real estate jargon, they used three simple words: “Belong anywhere.” It was clear, emotional, and instantly resonated.
If you need help tightening up your message, explore What Is Brand Messaging and Why It Matters?.
Mistake #3: You Sound Like Everyone Else
You’re saying what you think you’re supposed to say… instead of what your audience actually needs to hear.
Symptoms of this mistake:
Your homepage sounds like every other business in your space
You use generic phrases like "We go above and beyond" or "We care about quality"
You struggle to explain what truly sets you apart
Why it happens:
It feels safer to mimic others than to take a risk with your message. But blending in is riskier than standing out.
How to fix it:
Identify what makes your brand unique (values, tone, delivery, origin story)
Speak directly to your audience’s lived experience
Use strong, specific language instead of clichés
Airbnb could’ve kept sounding like a discount lodging site. But when they leaned into a deeper, emotional truth — the universal human need to feel at home—they became unforgettable.
Mistake #4: Trying to Be Everything to Everyone
Here’s the trap: You want more customers, so you widen your message to appeal to more people. But when you try to talk to everyone, you talk to no one.
It’s like trying to speak five languages at once to impress everyone — nobody understands you, and all you get are blank stares.
Symptoms of this mistake:
Your messaging is vague or generic
You struggle to explain what you do without rambling
You attract the wrong type of customer (or no one at all)
Why it happens:
Fear. Fear that if you narrow your focus, you’ll lose business.
But clarity isn’t the enemy of opportunity. It’s the magnet for the right ones.
How to fix it:
Identify your ideal customer. Be specific. Not "women entrepreneurs" but "female founders of wellness brands doing $500k+ looking to scale."
Use language they use — not industry jargon.
Paint a vivid before-and-after.
Anchor your message with a clear positioning statement. Try: "We help [specific audience] achieve [specific outcome] without [common frustration]."
To define this foundation, start with your mission and values. Here's how in How to Build a Brand Mission and Core Values.
Mistake #5: Inconsistent Brand Voice Across Platforms
Your website sounds polished. Your social posts sound casual. Your sales emails sound like a robot.
Guess what? That inconsistency breaks trust.
The cost of inconsistency:
Studies show it takes 5–7 brand impressions before someone remembers you. If those impressions feel disconnected, they won’t stick.
Inconsistent branding can confuse potential customers, dilute your identity, and make your message feel forgettable.
Why it happens:
Different team members write without a shared playbook
No defined brand voice
Content created on the fly without strategy
How to fix it:
Audit your touchpoints (website, email, social, etc.). Do they sound like the same brand?
Create a tone-of-voice guide. Pick 3 adjectives that define how your brand should sound (e.g., smart, direct, human).
Make sure your visuals match the vibe. (Spoiler: Your Brand Is Not Your Logo.)
Want the step-by-step? Start with How to Develop a Strong Brand Voice.
And for some extra motivation: consistent branding can boost revenue by up to 33%. (Yes, we did the math in 5 Marketing Mistakes Killing Your Revenue.)
Final Thought: Branding Isn’t a Megaphone. It’s a Filter.
The goal isn’t to shout louder. It’s to be so clear and compelling that the right people lean in.
Branding is about filtering out who you’re not for so the right people say, "Finally. This is what I need."
Avoid these 5 common branding mistakes, and you’ll build something that actually connects — and converts.
Ready to Tighten Up Your Brand?
Want to know if your brand is saying the right thing to the right people? Book a free 15-minute Brand Clarity Call and let’s audit your messaging together.
Or download our free Brand Messaging Checklist to sharpen your story.
Let’s make your brand unforgettable — for all the right reasons.