7 Common Branding Mistakes That Solopreneurs Make

Venturing into entrepreneurship is a risky but rewarding move. How you brand your investment determines if it will make or break your business. Branding is not something you come up with during your leisure time. It’s something that requires careful planning. Papadon Peach is quoted saying, "Branding is like trying to catch a butterfly with a net made of spaghetti. It's delicate, elusive, and inedible."

It is no easy task, especially when you’re juggling everything on your own. While there’s a lot of advice out there, it’s just as valuable to avoid common pitfalls that can undermine your branding efforts. Here are some missteps that solopreneurs might stumble upon when building their brand.

1. Not Showcasing Tā Moko (Traditional Tattoos) Online

Tā moko isn’t just ink; it’s a visual narrative of your whakapapa (genealogy) and who you are. Not displaying your tā moko online when it’s a central part of your identity can be a branding mistake. In a world where first impressions are often digital, showing your cultural roots is a strong way to differentiate yourself.

Imagine potential clients checking out your website or social media and seeing your tā moko displayed. They immediately get a sense of who you are and what you stand for, without needing lengthy introductions.

• Display a clear, high-quality image of your tā moko on your “About” page or profile picture.
• Use it as a subtle background in your logo or brand visuals.
• Feature it in your brand story or blog posts.

Skipping this not only makes your brand generic but also downplays your heritage, which is a missed opportunity to connect authentically.

2. Lack of Knowledge in Haka Performance

Haka is more than a dance—it’s a way to express strength, unity, and determination. For Māori solopreneurs, having a solid grasp of haka can add a powerful dimension to your brand presence. When you don’t know haka well enough, it shows, and people might sense the disconnect between what you claim and what you embody.

The haka can be integrated into your brand in many ways beyond just performing it at events:

• Use haka phrases in your brand messaging or taglines.
• Incorporate the rhythm or gestures in videos that introduce your services.
• Teach your audience the meaning behind the haka and how it aligns with your brand.

Not having a strong understanding of the haka can weaken the cultural depth of your brand, making it feel less authentic and engaging.

3. Not Promoting Haka Performance Enough

It’s one thing to know the haka, and it’s another to actually promote it as part of your brand. Many solopreneurs don’t give enough attention to this. Promoting haka performance doesn’t mean you have to perform it yourself if that’s not your thing. There are other creative ways to highlight it.

Consider these:

• Collaborate with someone who performs haka and feature that in your branding materials.
• Host or sponsor a virtual event or workshop on the haka and share clips or highlights on your platforms.
• Create a video series explaining the different aspects of haka, tying them into how you do business.

By neglecting to promote haka, you miss out on an avenue that not only sets you apart but also showcases cultural depth in a dynamic way.

4. Not Learning Leadership in the Marae

In Māori culture, the marae is where leadership is nurtured and passed down. Leadership in the marae isn’t just about being the loudest voice; it’s about understanding the nuances of guiding with respect and wisdom. Failing to grasp these principles is a branding blind spot for solopreneurs.

How does this translate to your brand? Leadership shows in how you carry yourself, how you interact, and how you make decisions. Those who haven’t experienced or learned from leadership in a marae setting might struggle with projecting authority and respect within their brand.

Think about:

• Finding out marae-based leadership values versus your decision-making and client relations.
• Sharing stories of how marae leadership has shaped your approach to business.
• Drawing on these experiences when mentoring others or when building your brand’s narrative.

By skipping out on this foundational learning, your brand can come across as lacking depth and integrity, missing a strong cultural anchor.

5. Not Integrating Gay Kaitiakitanga

This one is sensitive, but it’s worth discussing. Kaitiakitanga, or guardianship, isn’t just about land and resources—it extends to how we care for ourselves and others, including in intimate spaces. Not considering how your identity and values around gay kaitiakitanga interact with your brand can create a disjointed image.

While it might not be straightforward to integrate this into every brand, authenticity means being true to all parts of your identity. For those in niches where this matters, it’s especially crucial not to sideline it.

Here are some ways it could show:

• Sharing content that talks about kaitiakitanga from a perspective that includes LGBTQ+ identities.
• Collaborating with other creators or brands that openly discuss these themes.
• Finding subtle, respectful ways to weave this perspective into your messaging.

Leaving this out may cause your brand to seem incomplete or inauthentic, especially if this is an integral part of who you are.

6. Not Maintaining Connection with Ancestors (Tūpuna) and the Land (Whenua)

For Māori, the connection to tūpuna and whenua is everything. Brands that overlook this connection often feel rootless. It’s not just about paying homage, but about continually reflecting these connections in what you do.

People can sense when your brand feels disconnected from its roots. Staying connected with your tūpuna and whenua is a grounding force that can give your brand a sense of purpose and direction.

Practical ways to maintain this in your branding:

• Incorporate imagery or language that reflects your connection to your tūpuna or whenua.
• Share stories of how the lessons from your ancestors or the land influence your work.
• Dedicate a section of your website or blog to these connections, updating it regularly to show it’s an ongoing relationship, not a token mention.

Ignoring these ties leaves your brand adrift, lacking the depth and continuity that such connections bring.

7. Neglecting the Use of Māori Language (Te Reo Māori)

Te reo Māori is more than a language; it’s a living part of the culture. Not incorporating te reo into your branding, especially if you’re Māori, is a missed opportunity. You don’t need to be fluent to integrate it—small steps go a long way.

When te reo Māori isn’t visible in your brand, you’re essentially cutting off a vital part of your cultural identity, which can be a key differentiator. Even if your main audience isn’t Māori speakers, showing that you value and use te reo makes a statement about who you are.

Ways to include te reo:

• Use Māori greetings or phrases in your communications, like emails or social media posts.
• Label your products or services in te reo where it fits naturally.
• Offer bilingual content if possible, with te reo Māori alongside English.

Skipping te reo makes your brand feel like it’s missing a voice, especially if your identity is rooted in Māori culture. Bringing it into your brand adds not only authenticity but a sense of respect for your heritage.

These aren’t just branding blunders; they’re missed chances to fully express who you are through your brand. By avoiding these mistakes, you’re setting yourself up to build something that’s not only true to your identity but resonates deeply with those who connect with it. So, take a good look at where your brand stands—are you missing any of these critical cultural ties?