Christian Schaaf's Blog + Portfolio

Tag: Branding

  • Brand Slip-Ups: 4 Common Mistakes (And How to Fix Them)

    Brand Slip-Ups: 4 Common Mistakes (And How to Fix Them)

    I still remember the first time I noticed a branding mistake at work. A flyer was about to go out to families, and everything looked great until I spotted the wrong logo version and an off-brand color. It was a small detail, but it didn’t feel right. That moment stuck with me.

    Why? Because branding is all about trust. When something looks off, even slightly, it can confuse your audience. If you’re starting your own brand or trying to improve one in your current role, here’s the truth: a strong brand is more than just a logo or a catchy slogan. It’s a full system that works together to tell a clear story.

    Let’s walk through some of the most common brand design mistakes and how you can avoid them.

    Mistake #1: Weak or Missing Brand Guidelines

    One of the biggest mistakes brands make is not having clear brand guidelines. In “Make Your Brand Irresistible. Avoid These 9 Common Mistakes,” Brown Bag Marketing staff state that this is often where things start to go wrong. If your brand guidelines are unclear, inconsistent, or completely missing, your team will struggle to stay aligned.

    Think of brand guidelines as your playbook. They should clearly outline:

    • Logo usage (size, spacing, variations)
    • Color palette
    • Fonts and typography
    • Tone and voice
    • Imagery and visual style

    Without this document, everyone is guessing. And when everyone guesses, your brand starts to drift.

    How to avoid it: Take the time to build a strong, easy-to-use brand guidelines document. Make sure it’s accessible to your team and updated as your brand evolves.

    Mistake #2: Treating Your Logo Like Your Entire Brand

    Your logo matters. It’s often the first thing people recognize. But here’s the catch: it’s not your entire brand.

    A brand is the full experience someone has with your organization. It includes your visuals, your messaging, your tone, and even how people feel when they interact with you. When you focus only on your logo, you miss the bigger picture.

    How to avoid it: Build a complete brand system. Think about how your colors, typography, voice, and imagery all work together. Your logo should fit into that system and not carry it on its own.

    Mistake #3: Inconsistent Branding Across Platforms

    This one happens more often than you think. You might have great brand guidelines, but if they aren’t followed, they don’t help much.

    In “5 Common Branding Mistakes (And How to Avoid Them)”, Terry Burrows, Managing Director at Ghost Design, highlights brand inconsistency as a major issue. Imagine this: Your website uses one tone. Your social media uses another. Your emails look completely different. It creates confusion. Consistency builds recognition. Recognition builds trust.

    How to avoid it: Use your brand guidelines across all platforms, including your website, social media, email campaigns, and print materials. Make sure your team knows how to use them. Training and communication go a long way.

    Mistake #4: Not Monitoring How Your Brand Is Used

    Creating a brand is one thing. Protecting it is another. As Terry Burrows points out, many brands fail to “police” how their identity is used. This includes both internal and external use.

    From personal experience, this is where a lot of behind-the-scenes work happens. In my role, I review materials created by others to make sure they follow brand standards before they are distributed. We also have a system where staff send materials to me for approval. It may seem like extra work, but it makes a big difference. This ensures that all materials follow our brand guidelines.

    How to avoid it: Be proactive by reviewing materials before they go public, check how your logo appears on third-party sites, make sure ads link back to your organization, and create a simple approval process for your team. This keeps your brand clean, consistent, and professional.

    Why These Mistakes Matter

    At first glance, these mistakes might seem small. A slightly off color. A different font. A logo used the wrong way. But over time, these small issues add up. They can confuse your audience, weaken your credibility, and make your brand harder to recognize. On the flip side, strong branding creates clarity. It helps people understand who you are and what you stand for.

    Quick Brand Check: Are You on Track?

    Before you move on, take a moment to reflect:

    • Do you have clear brand guidelines?
    • Are they easy for your team to access?
    • Is your branding consistent across all platforms?
    • Do you review how your brand is used?

    If you answered “no” to any of these, that’s okay. The good news is: you can fix it.

    Bring It All Together: Your Next Step

    Branding is not a one-time task. It’s an ongoing process that takes attention and care. If you’re serious about building a strong brand, start by reviewing what you already have. Look for gaps. Fix inconsistencies. Strengthen your system.

    If you want to see what a brand guidelines document looks like in action, I’ve created one for my personal brand. Feel free to check it out below and use it as inspiration for your own.

    Schaaf_BrandDownload

    Because at the end of the day, great branding isn’t just about looking good; it’s about being clear, consistent, and memorable. Take a few minutes today to review your brand. You might be surprised by what you find and how you can make it even stronger.

  • Find Your Voice: How to Build a Brand People Feel

    Find Your Voice: How to Build a Brand People Feel

    I was scrolling through social media the other day when I noticed something interesting. I kept stopping on certain posts, even when I didn’t know who they were from. Some felt fun and light. Others felt bold and confident. A few felt warm and welcoming.

    That’s when it clicked. It wasn’t just the visuals pulling me in. It was the voice.

    That moment stuck with me. It showed me that a strong brand voice is more than words on a screen. It’s a feeling. It’s the reason we connect with certain brands and not others.

    As I’ve worked on building my own brand, I’ve realized how important it is to shape that feeling with intention. Your brand voice helps people understand who you are, what you stand for, and why they should care. Let’s break down how you can build a brand voice that truly connects and resonates with your audience.

    What Is Brand Voice (and What Isn’t)?

    Before we build a brand voice, we need to define it.

    “A brand voice is your company’s unique identity and perspective inspired by your core values, mission, and personality.”

    Ankit Vora, Senior Content Writer at SemRush, in Brand Voice: What It Is and How to Define It (+ Template)

    Vora asserts that your brand voice is your brand’s personality. It’s how your brand thinks and feels. It comes from your mission, your values, and what you believe in.

    Brand tone, on the other hand, is how you express that voice. It’s the words you choose, the style you use, and how you adjust your messaging depending on the situation.

    Think of it like this:

    • Voice = your personality (this stays consistent)
    • Tone = your mood (this can shift slightly)

    A great example of this is Brooks Running. They don’t follow the typical “grind and hustle” sports messaging. Instead, their voice is joyful, inclusive, and focused on the everyday runner. Check out their most recent Instagram post:

    Brooks Running’s Instagram Post about their limited Untamed Collection.

    You can see their excitable and runner-centric language in their caption: phrases like “go wild” and “express yourself” feel fun and inviting. They even use emojis to keep things light and energetic. Their tone supports their voice, but the core identity stays the same.

    And that’s the goal: consistency with personality.

    Why Brand Voice Really Matters

    Here’s the truth: people connect with feelings. We’re emotional by nature. When we support a brand, we want it to reflect who we are and what we believe in.

    In “Brand voice: What is it and why it matters,” Jamia Kenan, Senior Social Media Specialist at Sprout Social, states that brand voice will help your company stand out in a saturated landscape. Logos and visual identity are just the first steps in building recognition. Your written content and video scripts deserve the same level of care and attention.

    A strong brand voice helps you:

    • Stand out in a crowded market
    • Build trust with your audience
    • Create memorable experiences
    • Make your content instantly recognizable

    Think about it. When brand voice is done well, you can recognize a brand before you even see the name.

    In today’s world, where content is everywhere, originality is what makes people stop scrolling. Your voice is what makes them stay. With the rise of AI and automation, this matters even more. The brands that win are the ones that still feel human.

    How to Develop Your Brand Voice

    Building a strong brand voice doesn’t happen overnight. It takes intention, reflection, and a bit of research.

    In “What is a brand voice? Plus, 7 tips to develop one,” Whitney Vige, Content Writer at Asana, offers some practical steps to help you get started.

    1. Audit Your Current Messaging

    Start with where you are right now. Look at your website, social media posts, emails, and any other content. Ask yourself:

    • Does this sound like one consistent brand?
    • What emotions does this create?
    • Where are the gaps or inconsistencies?

    This gives you a baseline. You can’t grow if you don’t know your starting point.

    2. Revisit Your Mission Statement

    Your mission is your “why.” It should guide everything you say and how you say it. If your mission is about empowering others, your voice should reflect that. If it’s about innovation, your voice might feel bold and forward-thinking. Your voice should always connect back to your purpose.

    3. Define Your Core Values

    Your values shape your personality. If your brand values community, your voice should feel inclusive. If your brand values performance, your voice might feel strong and focused.

    Are no values defined? That’s a great starting point. This will serve as your foundation.

    4. Study Your Competitors

    Take a look at brands in your space. Ask yourself:

    • What does their voice sound like?
    • What makes them stand out?
    • Where is there room for you to be different?

    The goal isn’t to copy. It’s to find your unique lane.

    5. Know Your Audience

    Who are you talking to? Your audience’s age, interests, and behaviors all shape how you communicate. The way you speak to a group of high school students will be different from how you speak to corporate professionals. Meet your audience where they are.

    6. Create Brand Voice Guidelines

    After you’ve done the research, document it. This is where everything comes together. Your brand voice guidelines should include:

    • Your brand personality (3–5 key traits)
    • Words you use often
    • Words you avoid
    • Tone examples (do’s and don’ts)

    This helps keep your messaging consistent across your team, your platforms, and your content.

    Your Next Step: Build It and Stick With It

    Developing a strong brand voice comes down to one thing: intention. You can’t just hope your brand “sounds right.” You have to build it, test it, and refine it over time.

    If you’re not sure where to start, try this simple checklist:

    • Review your current content
    • Define your mission and values
    • Study your competitors
    • Understand your audience
    • Write out your brand voice guidelines
    • Apply it consistently across everything

    Conduct the research. Build the brand voice document. Stay consistent.

    When you do, your brand won’t just be seen; it will be felt. Happy creating!

  • From Overwhelmed to Job-Ready: How to Build a Portfolio that Gets You Hired

    From Overwhelmed to Job-Ready: How to Build a Portfolio that Gets You Hired

    Looking for a new job can feel overwhelming. You may be wondering:

    Where do I even start?
    How do I package my work?
    Do I need to update my projects or start from scratch?

    If you’re in this phase right now, I here you and I see you. I am currently rebuilding my portfolio, refining old projects, and shaping my personal brand. There’s a lot that goes into it. It can feel like a full-time job on top of your actual job.

    But as I’ve worked through this process, I’ve picked up a few key lessons. If you’re in the same place, I hope these help make things feel a little more clear and a lot more doable.

    Let’s dive in.

    Your Portfolio Is More Than a Gallery

    “Your portfolio is more than just a showcase. It’s your story. It’s a breathing, living document of your story. Who are you? What can you do? Your portfolio is not a dumping ground.”

    Evergreen Odeh, Building a Portfolio That Gets You Hired (Even Before You Feel Ready)

    Evergreen does an excellent job explaining everything a portfolio encompasses. It is not just a collection of your best work.

    It’s your story.

    Think of it like this: a hiring manager is trying to understand who you are in just a few minutes. Your portfolio is your chance to guide them. This means your portfolio should not be static. It should show:

    • How you think
    • How you create
    • How you solve problems

    Don’t just show the final product. Show the journey.

    How did you go from idea to outcome?
    What decisions did you make along the way?
    Why did you choose one direction over another?

    This is where you stand out.

    Where Should You Build Your Portfolio?

    Before you build, you need a place to host your work. There are plenty of great options, and each one fits different needs.

    In “How to Make a Portfolio That Gets Jobs and Clients,” Tom Gerencer offers a few options to consider:

    • Behance: A free platform where you can share projects, get feedback, and get discovered by recruiters.
    • Dribbble: Great for UX, product, and branding designers. It includes job boards and a “Hire Me” feature.
    • Adobe Portfolio: Ideal if you already use Adobe Creative Cloud. It offers clean templates and easy integration with Behance.
    • Squarespace: Best for building a fully branded, professional website. It gives you full control over design and layout.
    • Carbonmade: A simple drag-and-drop builder that’s easy to use and visually strong.

    I’m personally using Squarespace because I wanted a polished, fully branded site where recruiters can easily view my work.

    My advice? Choose the platform that fits your goals and skillset. Don’t overthink it. The content matters more than the tool.

    How to Build a Portfolio That Gets You Hired

    Now that you have a place to build, let’s talk about what actually goes inside. Let’s look at some tips from Robert Half’s “How to create a digital portfolio that gets you hired.”

    1. Choose Your Strongest Work

    You don’t need to include everything in your portfolio. Aim for 7–10 strong projects that show:

    • Your core skills
    • Your industry experience
    • Your creative range

    Keep your work recent when possible. Quality always beats quantity.

    2. Tell the Story Behind the Work

    This is where many portfolios fall short. Well-written, compelling descriptions and case studies add incredible knowledge and give the employer a sneak peek into your creative mind.

    Don’t skip this part. Each project should include a short case study. They can be structured in different ways, but here are a few questions they should answer:

    • What was the goal?
    • Who was the audience?
    • What was your process?
    • What was the outcome?

    This is your chance to show how you think, not just what you make.

    3. Make It Easy to Navigate

    Hiring managers are busy. If they can’t find your work quickly, they’ll move on. Keep your layout clean, simple, keep menus clear, and easy to scan. Don’t be afraid to use white space. The main takeaway? Don’t overcomplicate things that distract from your projects.

    You can organize your portfolio by:

    • Relevance (industry or type of work)
    • Impact (skills or strengths)

    4. Test Everything

    Before you share your portfolio, test it. Do images load quickly? Does it work on mobile and desktop? Are there any typos? Better yet, have a friend or mentor review it. Fresh eyes catch things you might miss.

    5. Share It With the World

    Once your portfolio is ready, don’t keep it hidden. Share it on LinkedIn, add it to your featured section, and talk about your work. You created it: let people see it.

    Bring It to Life With Real Work

    Want a real example? As I rebuild my own portfolio, I’ve created a branding document that walks through my full process of how I created my brand.

    It’s a great example of how to:

    • Show your thinking
    • Present your work clearly
    • Tell a complete story

    If you’re just getting started, creating something like this is a great first step. Take a peak below.

    Schaaf_BrandDownload

    Final Thoughts: Start Where You Are

    Building a portfolio can feel like a lot. Start with what you have. Refine as you go. Keep improving over time. Your portfolio is not a one-time project. It’s something that grows with you.

    And remember: you’re not just showing your work. You’re showing what your capable of.

    Now go build something you’re proud of. You got this!

  • Designing the Story: How to Make Your Brand Stand Out in a Noisy World

    Designing the Story: How to Make Your Brand Stand Out in a Noisy World

    In today’s digital world, we are constantly scrolling, clicking, and consuming content. Ads blend together. Posts get skipped. Messages are forgotten almost as quickly as they appear.

    So what actually sticks?

    Stories.

    People don’t remember facts. They remember stories. That’s where brand storytelling comes in.

    “Brand storytelling is the strategic practice of using narrative techniques to communicate your brand’s values, mission, and personality across digital channels to create emotional connections with audiences.”

    Dan Hughes, What Is Brand Storytelling? The Complete Guide for Digital Marketers in 2025

    In a world where consumers see thousands of messages every day, storytelling is how you stand out, and more importantly, how you’re remembered.

    What Is Brand Storytelling (Really)?

    At its core, brand storytelling is not about your product. It’s about your people. It’s about the problems they face, the journey’s they’re on, and how your brand fits into that journey.

    • the problems they face
    • the journey they’re on
    • and how your brand fits into that journey

    The biggest mindset shift? The audience is the hero. Not the brand.

    Your role is to guide them.

    How to Craft an Effective Brand Story

    A strong brand story doesn’t happen by accident. It’s built with intention. Drawing from insights by Ally Heinrich, here’s a simple framework:

    1. Pinpoint the Conflict

    First, identify the conflict. What is your audience struggling with? What problem are they trying to solve? Without a clear challenge, there’s no reason for a story to exist.

    2. Make Your Audience the Hero

    Next, position your audience as the hero. Your brand is not the center of the story. Your audience is. You are there to support them, guide them, and help them move forward.

    3. Develop the Plot

    Finally, develop the journey. Think about where your audience starts, what obstacles they face, and how things change by the end. That transformation is what makes your story meaningful.

    Great brand stories don’t just inform; they transform.

    What Content Formats Work Best?

    There are many ways to tell a story. What matters most is how clearly and effectively the story is told. The Breezy Company offers some tips on which channels to use to create your brand story:

    Video

    Video is one of the most powerful formats because it combines visuals, motion, and emotion. Whether it’s a short-form clip or a longer narrative, video can capture attention quickly and hold it.

    Infographics & Data Visuals

    Visual formats like infographics and data visualizations also play an important role. When done well, they turn information into something engaging and easy to understand.

    Podcasts

    Audio, such as podcasts, offers a more personal connection. It allows people to engage with your story while they go about their day, making it both accessible and impactful.

    Blogs

    Written content, like blogs, allows you to go deeper. You can build a narrative, guide the reader step by step, and create a more detailed experience.

    UGC

    And then there’s user-generated content. When your audience tells their own stories about your brand, it often feels more authentic and trustworthy than anything you could create yourself. UGC can boost conversion rates by up to 4.5%.

    What Metrics Actually Matter?

    Not all metrics tell the full story. Hughes asserts that it’s important to look at how people are actually engaging with your content instead of focusing only on surface-level numbers.

    Story completion rate is one of the most telling indicators. The goal is 70% for video and 60% for written content. If people are watching or reading all the way through, it means your story is holding their attention.

    Engagement quality also matters. A thoughtful comment or meaningful interaction is often more valuable than a simple like.

    Conversion rates help show whether your storytelling is leading to action. Comparing story-driven content to more traditional, product-focused content can reveal what truly resonates.

    Why Brand Storytelling Matters More Than Ever

    The digital landscape is louder than ever.

    With endless scrolling, constant ads, and the rise of AI-generated content, people are overwhelmed with information. It’s easy for brands to get lost in the noise.

    “The brands that stand out are not the loudest. They’re the most relatable.”

    Everest Digital, Stories That Sell: Why Brand Storytelling Matters More Than Ever in 2025

    People are looking for something real. They want to feel connected, understood, and engaged. Storytelling gives brands a way to create that connection in a way that feels natural and human.

    Your Next Steps to Becoming a Brand Storyteller

    If you’re looking to become a stronger brand storyteller, start simple.

    Focus on your audience first. Think about their challenges, their goals, and what matters to them. From there, build a story that feels clear and intentional.

    Experiment with different formats. Pay attention to what connects. Refine your approach over time.

    Most importantly, keep practicing. Storytelling is not something you perfect overnight. It’s something you develop by doing.

    Bring Your Story to Life

    A strong brand story does more than explain what you do. It shows people where they’re going and how you can help them get there.

    If you’re ready to start creating more intentional, story-driven content, start with this simple prompt:

    Who is your audience, what challenge are they facing, and how does your brand help them move forward?

    You don’t need a perfect answer right away. The goal is to begin thinking in terms of story rather than features or products. Focus on the journey, not just the outcome.

    From there, you can begin to shape your narrative: what your audience is working toward, what obstacles they encounter, and how your brand plays a role in helping them get there.

    Start with the story. The rest will follow. Happy creating!

  • Exploring the World of Creative Possibilities

    Exploring the World of Creative Possibilities

    From the moment Christian visited The Philadelphia Art Museum as a child, his passion for art was ignited. A trip to the Photography Impressionist Exhibit introduced him to the beauty of landscapes, people, and animals captured through photos, sparking a curiosity that would shape his future interests. He found his love for storytelling and knew that he wanted to pursue a creative career.

    Raised in the small town of Phoenixville, Pennsylvania, Christian explored his artistic interests in high school. His passion for creativity led him to courses in Art and English, where he could express himself both visually and in written form. When he was finishing high school, he did not know the exact creative path to pursue, but he knew that he wanted to blend both art and writing in his future studies and career. He was excited to dive into this next chapter, but this was also daunting since he did not know his exact path.

    Christian continued to explore these interests at Elizabethtown College, where he pursued a double major in Communications and Graphic Design. Taking courses like Visual Communications, Typography, Graphic Arts, Public Relations, and Marketing solidified his choice in pursuing these majors. Christian’s path started to become clearer, and he was eager to learn and become involved in his college’s Communications and Art Departments. His college experience was filled with unique opportunities, including hosting his own radio show, becoming a Journalism tutor, collaborating with a local business to create a company logo, and working as a tour guide in Elizabethtown’s Admissions Office.

    Following graduation, Christian began his professional journey as a Communications Specialist at a special education school and has worked there for the past two years. In this role, he manages the school’s website and social media presence, maintains consistent branding, illustrates student life through photography, and creates promotional materials for the Development Department. Every day presents new opportunities for creativity, whether he’s writing, designing, or photographing moments around campus.

    Looking ahead, Christian hopes to continue down this creative path with dreams of becoming a creative director or design manager in the sports industry. His love for running makes this a very exciting path for him, combining his interest in athletics with his passions for branding, communication, and design. Now pursuing a master’s degree in Interactive Media and Communication, Christian is looking forward to expanding his skillset, building connections, and pushing himself to think more innovatively.