When we say that a brand is bigger than its logo, fonts, or colors, we mean it. But let’s be honest… those visual elements do matter. They carry emotion, set the tone, and invite people in (or push them away). And that’s why one of the biggest branding mistakes we see is this:
Business owners choosing their brand colors based on personal preference.
Let’s rewind to a project from 15 years ago. We were working with a cleaning company whose website looked more like a haunted dungeon than a fresh, clean service provider. Picture a black background, dark tones, and the vibe of a basement club. Not exactly the aesthetic you want when your brand promise is all about freshness and trust.
When we kicked off the rebrand, we did what we always do: started with strategy. We talked about audience. We unpacked brand personality. We envisioned the emotional response we wanted customers to feel when they landed on the homepage. From there, we created three design directions. One was an upscale version of the current dark theme (at the owner’s request), and the other two were bright, inviting, and totally transformed.
Guess which one the owner wanted?
Yep. The dark one.
Not because it was better.
Not because it worked for their audience.
But because it was familiar.
Here’s the thing: familiarity feels safe. Change feels risky. And rebranding is emotional. Especially for business owners who’ve poured their hearts into their companies. But when comfort outweighs customer insight, you risk stalling your own growth.
Thankfully, after a lot of discussion (and a little persuasion), the client chose the brighter direction. And guess what? It worked. Years later, they came back to us for another evolution of their brand. This time embracing the clean, fresh look without hesitation.
The Takeaway?
Your brand isn’t just for you. It’s for the people you serve.
At Left Right Labs, we don’t build brands to stroke egos or preserve old habits. We build them to resonate deeply with the people you want to reach. That means making bold, intentional choices based on strategy…not sentiment. And yes, sometimes that means setting aside your favorite color.
So, next time you’re tempted to steer the creative ship based on what feels cozy or cool to you, pause. Ask what your ideal client needs to see, feel, and trust. That’s where the magic happens.
