With all of the tools and technology out there these day, it is fairly easy for small business owners to DIY* their branding.

There are pre-made website, business card, and brochure templates where you can just "plug and play" your colors, fonts, and logos, and off you go--branded!

And while I'm a fan of getting something up and going (instead of waiting ages for perfection), I see business owners falling into some basic branding traps that end up sending the wrong message to their potential clients. Their choices of colors or fonts are often based more on what they like, instead of what will resonate with their clients.

*For the record, I think hiring a professional designer is worth it's weight in gold. First impressions matter, and great design can set the right tone. But I also recognize that if you're just getting started, forking over big bucks can be a tough at first.

So, if you're DIY-ing your branding (for now) here are some tips to ensure you're sending the right messages to the right people.

Font Matters

The right font can be incredibly powerful, but all too often people choose fonts that are indeed powerful, but for the wrong reasons. This is a great breakdown of the psychology behind different type and what general messages it sends.

Many people will choose type simply based on what they like without considering what message the typeface sends.

Recently I had a client who was frustrated that she was being perceived as "too friendly." She took her work seriously and was really professional in every other aspect of her business, but the font she chose to use on her website was a handwritten-style display font. It sent the message of a youthful playfulness instead of professionalism...people weren't taking her seriously.

Her font was something like this:

when she really should have had something more along these lines:

This doesn't mean you have to choose boring! It just means you have to make informed decisions. If you choose a softer script font, but want to come off as professional and sophisticated, you'll need to think about the other elements that play into your branding (other fonts, colors, and imagery) so that you get the right balance of personality and professionalism so you can send the right message.

Color Matters

Choosing colors for your branding is HUGE. Just think about if Toys R Us and Dolce & Gabbana switched colors, so Toys R Us was all black and D&G was a rainbow of colors. What message would that send their customers?

Would you think that D&G suddenly trying to reach out to the teeny-bopper crowd? Maybe you'd think toys becoming sleeker and sexier?

It would just be confusing.

When you're choosing colors, think about how colors trigger different emotions and what message you want to send. This is a good overview:

One mistake I often see with DIY branding is that once someone chooses a color IT IS EVERYWHERE.

It's not just an accent here and there...it is the wallpaper behind every page of the website, the background for their videos, and plastered on every brochure and business card they print. It's just too much.

Instead, choose a color carefully based on how you want to appeal to your audience, and then use it sparingly. Neutral colors are your friend. Use neutrals for bigger spaces you're trying to fill, and then add the pop of color.

Let's say you wanted to make a web banner or visual call-to-action on your website. Here are 3 ways you could essentially do the same thing with only slight variations on the same color to keep brand consistency without just making EVERYTHING the same exact color and layout.

Course Correction

If you've taken the DIY approach to your branding, good for you! You're putting something out there and that's the first step, so bravo!

But if you're feeling like things aren't quite working the way you want them to, spend a little time figuring out what will make your branding stronger, and what minor edits you can make right now. You'll want to consider the following:

1. Client Clarity

Spend a little time getting really clear on who you're trying to attract. Think about everything from age and gender to location and profession. What brands are they buying? What do they use everyday? What do they want to own? Where do they like to do their shopping?

2. Your Vibe

Examine how you want to come across to potential clients. How do you want to make clients feel when they look at your website/business card? What colors and fonts will support that message? Start recognizing where you might be missing the mark or sending the wrong message with your choices.

3. Tiny Tweaks

Based on the work you do in the first two exercises, experiment with what minor tweaks you can make that might make all the difference. You certainly don't have to scrap everything and start over...one little change could be all you need!