Your brand helps position you in your ideal client's mind and creates that deeper connection they're looking for. But there are two branding mistakes I keep seeing that might be hurting your website.

1. Your brand is focusing on your story, and unintentionally ignoring your ideal client

Your brand and website are how you connect with the people you want to work with. They set the tone, show what you stand for, and help your audience see themselves in what you do.

But here’s the thing: sometimes, the way we approach branding and web design can make it hard for our ideal clients to connect to use.

You know this is most likely the case happening if :

You picked your colors and fonts cause you loved them, without checking if they also connect with the people you want to work with. When I design, I look for that overlap—the space where your personality meets your audience's expectations. Here’s how I get there:

• Audience Context: I consider what your ideal clients want to feel when they interact with your brand. Are they looking for calm and clarity? Energy and excitement?
• Personal Preferences: Your story and taste still matter. I make sure your branding feels like you, but in a way that still speaks directly to the people you want to attract.

Another sign that there might be a disconnect is that people look at your website and still walk away a little fuzzy on what you actually do.

How you can avoid this:

• Look at the colours and fonts that are often used in your industry, and look for patterns. If you want to use the color black as your background color but no-one in your industry is using black, then there might be a really good reason. You don’t want to copy what other people are doing, but you also don’t want to do things on your website that might drive your ideal clients away.

• Send your website link to someone outside your industry and ask them what you do. If they can't explain it clearly, your future clients might be struggling too. (And if you want a deeper look, I can do a website audit to spot what might be tripping people up.)

2. Your brand focuses so much on your ideal client that you lose yourself in the process

This happens more than you'd think when we're starting out. You'll know it's happening when your brand doesn't quite feel like you.

Or when you struggle to stand out online because you can't differentiate yourself from your competitors or peers. You'll know this is happening when you look at your brand or website and you come to the honest conclusion that "this could be anyone's business".

So here are important questions to ask about your brand to help you avoid these mistakes:

How do I want my ideal client to see me or feel about me? How can I consistently show up this way?

What does my ideal client and I have in common, and how can I use that to differentiate myself from everyone?

Your brand sits right at that intersection where your story meets your ideal clients' needs. It's not about choosing between your preferences and your ideal clients preferences - it's about finding where those two circles overlap. That's how you build something that not only attracts the right people but feels true when you show up to serve them.

That's what creates a brand that works - one that speaks to your ideal clients while still feeling completely, authentically yours.

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