Let’s be honest—building a brand can feel like trying to assemble furniture without the manual. You’ve got the tools, you’ve got the vision, but somehow… it’s not clicking.

If you’ve ever poured your heart into your business and still felt like your brand just isn’t landing, you’re not alone. Most of the businesses I work with have walked that same path. The good news? You’re not broken. Your brand might just need a strategy reset.

Let’s break down five of the most common brand mistakes I see, and how to fix them with intention and clarity.

1. Lack of Clarity on Who You’re Really For

You try to appeal to anyone. You end up addressing no one in particular, and your message gets lost.

The fix: Get radically clear on your ideal client. Not just their age or job title, but their values, struggles, and aspirations. Great brands speak to people, not at them. When you know who you’re here to serve, everything sharpens—from your voice and messaging to your visuals.

2. Lack of positioning/specialization

Positioning is the place your brand occupies in the hearts and minds of your customers compared to your competitors. Do you know what a poor positioning can lead to? It can make your brand forgettable.

The fix: positioning is simply choosing your direction. You answer the question: What is the one thing I want to be the best at?

3. Lack of personality

The common mistake is for the brand to be neutral without a clear personality and seeks to please everyone or for the brand to change its personality according to its target to entice the audience.

The brand personality must be in line with its values and embody them.

The fix: To visualize your brand's personality, start with its values, then try to describe it as a person who embodies those values. What would its personality be like?

Final Thoughts

If you see yourself in any of these, don’t beat yourself up. These aren’t failures, they’re growth checkpoints. Every strong brand is built through a process of refinement, clarity, and courage.

You don’t need to be perfect. You just need to be intentional.

Your brand has the power to reflect the truth of who you are and the value of what you do. And when it does? That’s when everything starts to align. Your message, your clients, your position.

You’ve got this.

And if you want a partner to walk through the strategy side with you, you know where to find me.