Identity is difficult to define, but can be characterized as an element that allows differentiating the brand through the creation of a personality and values ​​of its own.

Building an identity is a challenging and sometimes time-consuming process. Many companies find it difficult to establish their identity or make mistakes in the process. So, today we gather the most common branding mistakes, or identity building mistakes, that could be harming you.

One famous example of a failure was Colgate's attempt to market frozen foods. In 1982, dental products brand Colgate launched a line of frozen entrees called "Colgate Kitchen Entrees". The result was disastrous and it's not hard to guess why: Colgate was fully established as a toothpaste brand, and there was no way to change the public's image by persuading them to buy an edible product.

Colgate's frozen entrances could have been absolutely delicious, but the brand identity was completely inadequate for that market. In this case, the problem was to move away from what made Colgate a trusted and successful brand in the eyes of consumers. The market in which Colgate attempted to launch was virtually incompatible with the one that made the brand popular.

Another common misconception of brands is the inconsistency in the different platforms and media in which they are present. A consistent identity conveys an image of trust and comfort to the public. On the other hand, a company that presents itself inconsistently conveys an unprofessional idea. The consistency of which we speak begins with the visual resources, from the website, to accounts on social media, graphic elements used, among others. Some companies choose to have a style guide that includes a set of simple rules related to fonts, colors and other visual features that the company should use.

Still in mistakes related to the visual identity is the attempt of brands to follow design trends. Using new and original elements is a great way to present your business as a current and trend-driven brand, but there's a big difference between upgrading a brand and losing your identity when looking for a brand new one. Your brand will go through various design trends throughout its history and it is not by not embarking on all that it will look dated. Stay true to your identity.

Lastly, we underline the mistake of associating your brand with other brands or inappropriate products. With regard to identity, being selective is very important. Take the example of Disney, who in 2009 contracted an agreement between the brand Hannah Montana (a series of films aimed at children and young teenagers) and a company of cherries, launching Hannah Montana cherries. With no relationship between Disney movies and cherries, fans were confused, looking for the logic of such affiliation. The product failed, obviously.

Creating a solid identity is a gradual process that requires dedication, and it is normal, even for big brands, to commit lapses. The errors listed here are some of the most common. Try to avoid them and build a personality fit for your company.