1. Have too many of them.

Not everything in your organization needs a name, logo and stylesheet all to itself. When you overbrand, you dilute your core message. When everything has it’s own identity, you end up competing with yourself. It’s like Fight Club all over again.

2. Borrow it from Someone else.

It’s easy to get inspired by design. Somethings are just drop dead beautiful. But it’s hard to be yourself, if you’re trying to be somebody else. Be inspired, but design yourself, don’t design to be somebody else.

3. All Sparkle, No Substance.

Design is great, when it communicates truth. if you’re trying to sell yourself as more than you really are, eventually, people will figure you out. You can only fool people for so long. A candy coated brussels sprout isn’t going to hide the bitter taste when you bite into the core.

As a designer, I’ve been guilty of all of these, but I always strive to be a better communicator.