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When you think about great branding, Coca Cola’s distinctive red and white lettering, Nike’s swoosh and Adidas’s three stripes likely come to mind. But as a small business, imagining the level of investment that’s gone into these iconic images can make the thought of undertaking your own branding initiative seem overwhelming.

It’s actually easier to do than most imagine. Just make sure to avoid some common pitfalls and branding mistakes.

1. Not understanding the power of brand
2. Forgetting to establish defined brand guidelines
3. Overcomplicating your brand
4. Falling into the vague branding trap

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