Every October, we celebrate all things spooky — haunted houses, ghost stories… and terrifying branding mistakes.
Because let’s be honest: few things send bigger chills down a business owner’s spine than realizing their brand is confusing, inconsistent, or scaring away clients instead of attracting them.
So in the spirit of Halloween, here are five “branding horrors” I’ve seen (or helped fix!) — plus how to avoid them before they come back to haunt you.
1. The Identity Crisis
AKA: When your logo, website, and social media all look like they belong to different businesses.
You’ve rebranded, updated your colors, or tried a new font… but now nothing matches. Your audience doesn’t know who you are anymore — and neither do you.
Fix it: Audit every touchpoint — from business cards to Instagram posts. Create one cohesive visual system with consistent colors, fonts, and tone. Consistency builds trust; confusion kills it.
2. The DIY Disaster
AKA: When your brand looks more like a last-minute costume than a confident business.
Sure, you can DIY your logo at 2 a.m. — but will it actually represent your value and attract the right clients? Often, DIY brands look unpolished or generic, which can make even the best business seem less credible.
Fix it: If you’ve outgrown your DIY phase, it’s time to invest in professional branding. You’ll save time, energy, and the cost of future “rebrands gone wrong.”
3. The Spooky Silence
AKA: When your brand disappears for months at a time.
You’ve got a great product or service — but your online presence is MIA. In today’s world, silence reads as “out of business.”
Fix it: You don’t need to post daily, but stay visible. Share insights, client stories, or behind-the-scenes moments that remind people you’re here (and thriving).
4. The Rebrand That Sucked the Life Out of It
AKA: When a rebrand erases what made your business unique.
You wanted a fresh look but ended up losing your voice. Suddenly, your brand feels generic — like everyone else’s.
Fix it: A strategic rebrand should refine your identity, not replace it. Keep what’s working, evolve what’s not, and always stay rooted in your core values.
5. The Website From the Underworld
AKA: When your website is so outdated it scares potential clients away.
Broken links, confusing navigation, or a design that still screams 2012 — it’s not a good look. If your site doesn’t reflect your current quality or pricing, you’re leaving money on the table.
Fix it: Refresh your site to match your level of expertise. Clean design, clear copy, and strong calls to action can revive even the most lifeless website.
Final Thoughts
A strong brand isn’t about perfection — it’s about alignment.
If your visuals, message, and strategy all work together, your audience will feel it — and so will your bottom line.
So before the end of spooky season, take a moment to make sure your brand isn’t the thing giving your clients the chills.
Need help exorcising a few branding demons?