Here are some of the most common website branding mistakes:
-Targeting the wrong audience.
-Not having a consistent brand identity.
-Ignoring customer experience.
-Not creating relevant brand visuals.
-Not training your team.
-Using out-of-date marketing materials.
But that's only briefly. I would recommend you read this long read written by <a href="
https://medium.com/@chelsea.greene/top-branding-agencies-brand-design-firms-a1a3b89c93ab">brand specialists</a>. It tells about what you should pay attention to when developing a business and building a brand. I'm sure it will be useful for you