Being Too Complicated

A brand shouldn't be complicated, it should be simple, Mayer said.

By doing that, Mayer said a business can build a brand that can be easily remembered, applied and stick around for the long haul. That is particularly important, he said, as the pace of technology accelerates and a brand has to stay consistent across a changing technology landscape.

"If you can't make it simple, it's not going to be practical in applying it," Mayer said.