Building a brand is one of the most critical aspects of launching a business, yet it is often where small business owners make the most mistakes. A brand is not just a logo; it is the entire experience your customer has with your business. Here are the 10 most common branding mistakes small businesses make and how to avoid them. 1. Not Defining Your Target Audience If you try to appeal to everyone, you appeal to no one. Be specific. 2. Inconsistent Branding Across Channels Keep your colors, typography, and tone identical across your website, social media, and prints. 3. Neglecting Visual Identity Guidelines Invest in a proper brand book. 4. Focusing Too Much on Features Instead of Benefits Tell customers how you make their lives better. ... [Full Article available in Dashboard] ...