Updated 7 October 2026
Branding problems often start as small inconsistencies. A wrong file, an unclear promise or an old template can spread quickly when several people produce your materials.
Designing before deciding
Before choosing colours and a logo, agree on your audience, offer and main message. A fashionable look cannot explain an unclear business. Compare ideas against real customer needs rather than personal colour preferences alone.
Letting every supplier improvise
A screenshot is not a master logo file. Keep approved vector and web versions, colour references, minimum-size guidance and font licensing information in one accessible folder. Give suppliers the files they need and ask to review a proof before production.
Making claims the experience cannot support
Words such as sustainable, fastest or premium need more than an attractive layout. Check the evidence and the actual service customers receive. Use clear, specific language and remove promises you cannot reliably fulfil.
Ignoring the small applications
Test your identity on a phone, a small label, a one-colour print and a sign viewed at a distance. Detailed artwork and fine type may disappear. Plan simpler approved versions instead of squeezing the main logo into every space.
Changing everything without a plan
A refresh affects the website, signs, packaging, invoices and customer communications. Make a replacement list and assign an owner. Use up suitable existing stock when practical, and explain a name or identity change so customers recognise you.
Your next move
Pick the three items customers see most often and check them against your current files and message. ITG can help correct the system before you order the next batch of materials.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!