"While branding is certainly a marketing discipline in its own right, it doesn't need to be overcomplicated. Good intentions [...] will go a long way towards helping your small business form vital connections with your target customers."

• Not understanding the power of a brand
• Forgetting to establish defined brand guidelines
• Overcomplicating your brand
• Falling into the vague branding trap
• "Cheating" on your brand guidelines
• Not policing your brand's usage
• Rolling out brand changes poorly

Read the full article here: https://www.entrepreneur.com/article/231966