It’s easy to make branding mistakes. Sometimes, it feels like you’re working with one hand tied behind your back. Especially when you’re starting from scratch. But there are some basics that everyone should follow to make sure their branding is on point. Here are the four most common ones to avoid, as put together by Hugues Joublin.

One of the biggest branding mistakes a business can make is not having a well-defined brand strategy. Your brand is more than just your logo or tagline—it’s people’s overall perception of your business.

It’s how you communicate with your customers and how they experience your products or services. Hugues Joublin believes your branding efforts will be scattered and ineffective without a clear brand strategy. Instead, take the time to define your brand identity and values. View more.