The good news is, developing a solid brand doesn’t have to be as complicated as many folks make it out to be. Here are the three most common branding mistakes I’ve seen startups make during my 15+ years working as a brand strategist—and how you can easily avoid them to ensure you’re putting your company’s best foot forward.

Why do organizational strategies so frequently fall short? This question has perennially stumped executives and managers, and one thing seems certain: it’s not for lack of planning.

If you are planning to open your own small business, the first step is to develop a business plan. The next step is to develop a marketing plan, as all business plans should be paired with a strategy for marketing your products or services. Marketing strategies vary in format, but they all have the common goal of attracting and building relationships with customers. The style is up to you, but it should include the following elements.