Your brand design is often the first thing people notice. But more importantly, it’s how they remember you. If the design isn’t clear, consistent, or considered, it can quietly hold your business back.
Here are a few common issues we often come across - things that can be fixed, but are worth spotting early.
Inconsistency
Using different logos, colours, or fonts across platforms is more common than you think. Over time, this chips away at recognition and trust.
What to do: Keep things simple. Use one version of your logo. Stick to a clear colour palette and typeface. Build a basic set of brand guidelines - even a one-pager helps.
Too Similar to the Competition
It’s easy to look around and follow what others are doing, especially in competitive industries. But if your brand looks like everyone else’s, it becomes harder to remember.
What to do: Be clear on what makes you different. Let that lead the design direction - rather than chasing trends or trying to “fit in.”
Too Much Going On
Lots of colours. Layers of messaging. Icons, patterns, gradients. A busy design can feel overwhelming or unclear.
What to do: Strip things back. Good design communicates clearly. It doesn’t need to say everything at once.
No Strategy Behind the Design
A lot of brands start with a logo or a website without first understanding what they’re trying to communicate. That can lead to a visual identity that looks fine but doesn’t really say anything.
What to do: Take the time to define your audience, your message, and your goals before you start designing. It makes the creative process easier - and more effective.
Design That Doesn’t Translate
Some designs look great in a deck or on a laptop screen - but fall apart on mobile, social media, or print. A brand needs to work across all formats, not just in a presentation.
What to do: Test your design in real-life situations. Social profiles, mobile views, business cards, packaging. Make sure it holds up everywhere.
No Clear Tone or Feel
People connect with brands that feel relatable and familiar. If your brand design feels cold, generic or overly formal, it can be hard to build any real engagement.
What to do: Think about how you want to come across. Friendly? Professional? Bold? Subtle? Make sure your visuals match your tone.
Most brands pick up a few of these issues over time. It’s normal. But if you’re rethinking how you present yourself - or if something just feels off - it’s worth stepping back and reviewing the design properly.
At Formulate Creative, we help businesses build design that’s clear, consistent and fit for purpose. Whether you need a full rebrand, a visual refresh, or simply want to get your existing assets working harder, we make sure every element is considered, intentional, and aligned with your goals. We create identities that reflect who you are, resonate with your audience, and give you the confidence to show up in the market with clarity and impact.
Get in touch to see how we can help define, elevate and align your brand for maximum impact.