10 Marketing Mistakes That Will Kill Your Brand

10 Marketing Mistakes That Will Kill Your Brand

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Hello there! Today I’m going to talk about ten common marketing mistakes that will kill your brand, and hopefully this article will help you avoid mistakes and start seeing consistent, positive results for your brand quickly.

Starting a brand is a very hard, time-consuming, and expensive endeavor, so knowing how to avoid these pitfalls will make the difference between breaking or making, between throwing time, effort, and money down the drain and building brands that go beyond just visuals.

Now, if you are reading this article, chances are:
1. You own a brand or a number of brands.
2. You might be very experienced in the marketing space, or
3. You might be completely new to it.

First Mistake: Jumping Straight Into Tactics.

The vast majority of business owners believe that for a brand to succeed, all they need to do is to get a brand identity, a website, and a handful of social media pages, and then start marketing their business.

So they start with the likes of Facebook, Google, and Instagram ads. They start learning about business managers and campaign types and levels and how to get their ads live.

This approach will demand aggressive marketing and will rarely produce good results. Even if they get some results, these results will dwindle quickly if they slow their marketing efforts even by a little, thus never creating a lasting accumulation of results or momentum.

This is true even for those that have an amazing product or service, a good brand identity system, a very nice website, and a good idea for an ad campaign.

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The reality is that they neglected what is most important in creating a successful brand: A brand strategy

A brand strategy is the process of making a brand identity desirable as well as accepted. It is to create an urgency, a demand. In short, a brand strategy must create a sense of need and desire for your brand among your target audience.

Remember that commercial slogan?
“Offering everything you did not know you needed”
That’s what brand strategy is.

Approach your brand strategy as if you are working on a political campaign, trying to sell a candidate to the public. As the candidate himself is the brand identity, creating a unique strategy for the success of that person in particular is what a brand strategy is.

However, many people mistake brand strategy with marketing strategy, which is the process of getting this created urging, desire, or demand (brand strategy) in front of as many of a target audience as possible.

So, before you begin marketing your brand, you must first have your brand sorted out by developing a brand strategy based on your brand identity.

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Second Mistake: Broad Targeting.

Never associate your brand as a product or service of a small business, as people in general don’t identify themselves with small businesses.

Sure, we are small business owners, but you should not associate us with that at all.

Instead, define yourself as a strategist or specialist, more as a person with a special set of skills, someone that is offering something created as a result of your own life experience, in a more personal way, and not as a person running a small business.

By doing that, people feel as if you are speaking directly to them, speaking directly to their challenges, and they will more likely take notice of what you are actually saying.

Take notice that many successful brands associate with their target audience in this way. For instance, Giorgio Armani is always referred to as “the designer” and not as “the businessman” as he really is, so as not to lose a personal touch.

However you approach your audience as a small business owner, the chance is that they feel it to be a little less personal and, therefore, they’re not going to pay attention to your brand.

Remember, a brand has to be born, has to have a father, a mother or both. It must have a history. It must have a past to deserve a future. It must have an identity that relates directly to a public audience.

Do not make another common mistake that many business owners make by attempting to build a brand while also targeting a large audience. Instead, you must use all your efforts to reach a very specific audience.

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The truth is that most business people fail to understand that a brand must be like a private club, with select members, to keep a strong identity and give a sense of uniqueness, of belonging, and of sharing something in common.

If people don’t feel this way about your brand, your brand not only has no value, but in truth, you have no brand at all.

Third Mistake: Creating Content For The Sake Of Volume.

To start with, let’s be honest, there is a lot of content out there. We are not short on content in the world. In fact, there is far too much content, and anything can be found on the internet.
Indeed, we don’t need more content; what we really need is better content.

So before you sit down to write a piece of content, don’t just write content for the sake of volume.

Think about your audience, think about the challenges they face, and try to create the best piece of content you can to actually help them.

Fourth Mistake: Trying To Be Everywhere.

There are a lot of people that believe in the philosophy that you need to be everywhere as a brand. But chances are, if you are starting off, or you’re building a small brand, you will have limited resources.

If you try to go out there and be everywhere, if, for instance, you create pages on every single social media platform you can get your hand on, you will dilute your efforts and quickly be overwhelmed with work and will fail to pay proper attention and develop those pages to success.

Of course, big brands have big budgets and an army of people working for them to be everywhere, and of course, there are benefits to that. But for those of you that are starting off as a small business, if you try to follow those big brands, you’re going to trip yourself up very quickly.

Instead, focus on where your audience is most engaged and commit to going all in on where they are most engaged, and with time, as your brand grows, you can start to take more as you see feasible.

Remember that when you’re first starting out, less is definitely more!!!

Fifth Mistake: Undefined Positioning.

For your brand to succeed, you have to actually mean something to your audience. You have to give them a reason to want your brand.

If you simply show up to the marketplace trying to offer the market what is already being offered by your competitors, you are offering nothing new to appeal.

If you are just regurgitating what your competitors are saying and just trying to make up the numbers, just another presence in the market without doing anything new, without offering your audience an alternative to what’s already out there. You are on the fastest path to failure.

So you really need to take the time to define not only the position that you want to own in the market, but also the position you want to own in the mind of your audience.

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Make sure your messaging backs that up and communicates that to your audience, giving them a reason to turn towards your brand.

Sixth Mistake: Asking Too Early.

The way we make buying decisions, the way we purchase as consumers, has dramatically changed in the last twenty years.

Twenty years ago, brands were able to send out messages and expect those single messages, those single touch points, to drive action and get results in a very short time.

Today, that has completely changed.
It is very rare today for a brand to be able to send out a single message and get that to drive significant results.

Brands really need to think about the modern consumer and how they digest information and make buying decisions.

First, it’s all about giving value. Show your audience that you understand their challenges, that you understand what they are going through and that you have the level of expertise to be able to help them with something that they feel has true value.

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Second, it’s all about giving them time before you ever try to close a transaction.

You must let your audience get comfortable with you. You can achieve that by keeping a blog, answering their questions, and posting content that informs and adds value. You must create a few interactions before trying to sell something to them.

Therefore, asking too early will most certainly scare your prospective clients away.
So give them time and be sure to let them know you trust them.

The Seventh Mistake: Aggressive Landing Pages

Let’s say you do all the hard work and actually start driving traffic towards your website, towards your landing page. The next thing you want is to close deals, right?

Of course, when somebody gets to your page, it is very easy to sense that there are sales going on, as, of course, that’s the goal of having a business online.

Now the question is, as a brand, what is the best strategy to close a deal when someone gets to your web page?

I personally believe that when offering your brand, you cannot be very aggressive, because that makes your brand look very cheap and makes it not only lose its value but also its quality.

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I also believe that a brand website must be very stylish in order to recreate online the experience of entering an expensive store.

It should also offer the best interaction possible, where a person can navigate, easily find plenty of information, and, above all, be able to talk to someone to answer their questions without feeling forced to buy something.

Your content should not be aggressive with your massive headlines and your aggressive colors, content, and push interactions. Instead, let your message do the work, as your message is the most influential part of your brand.

And if you take the time to craft a well-defined message and a well-defined brand, then that is what will do the work for you.

So tone it back a little and let people feel that you are much more than a cheap salesman.

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Eight Mistake: Undefined Messaging

As you may have already noticed, I am a big proponent of brand strategy, and the reality of it is that most brands don’t have a strategy.

They not only haven’t taken the time to define exactly who their target audience is, but deep down they don’t really understand what “brand” really means.

Many people just think about the benefits of having a successful brand.

They think about the big profits and the status that a brand brings, but forget that creating a successful brand is a really taunting task.

It involves so many details and demands so much of our involvement on a personal level.
Think of it as raising a child for success.

Anything less than that is not branding development. Don’t you agree?

And so, it is very important to define the personality of the brand that you’re going to bring to the market, the characteristics that it is going to use to resonate, as well as the key messages that it is going to be used to shape the minds of their audience in the way that you want your brand to be seen.

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If you don’t have a defined method for your messaging, then going into the market is a big mistake.

As marketing will kill your brand if you haven’t taken the time to define your brand messaging.

So take your time and never ever go to the market with an undefined message.

Ninth Mistake: Ignoring the Value of Recurring Revenue and Brand Loyalty

Seeing as there are so many competitors and marketing messages all over the internet, where everybody is screaming trying to attract clients, catching the attention of an audience is the hardest task in branding and marketing.

And once you achieve that attention, you still have a long way to go before converting those prospects into customers.

Because of it, many businesses keep trying to get more and more clients. Pushing very hard to attract as many new clients as possible, they treat their sales as one-night stands.

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Once they close a deal, they move on to try to get new clients for more and more sales, not taking the time to realize that that sale that they have just made is far more likely to buy more things from them, but with the right incentives, to refer their brands to their families and friends.

Concentrate your efforts on providing the best customer experience as well as valuable incentives to clients who purchased from you, as they are far more valuable than leads you have not yet closed.

You must be sure to offer them plenty of discounts on new purchases as well as on referrals. Giving such benefits will be more effective in bringing you more sales and will cost much less than the extra marketing cost of keeping on bringing new clients over and over.

So take the time to create a really defined strategy for how you’re going to nurture that customer.

Keep in mind that a bird in the hand is worth two in the bush!!!

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Tenth Mistake: Overlooking Micro Commitments

So, in a nutshell:
1. When developing an effective brand strategy, you must take your time.
2. You must narrow your target demographic.
3. You must produce high-quality, valuable content.
4. You must not extend your reach beyond what you are capable of handling.
You must offer something new that has real value.
6. You can’t just expect to go in for the kill straight away.
7. You need to take your time and seduce your audience.
8. You need to raise that brand awareness.
9. You need to nurture your current clients.
10. You must do all the above before you push for a sale.

Be active and make a commitment to avoid the mistakes that can kill a brand.

Take your time, be patient, bring value, become a trusted voice, answer questions, write blog posts, make videos and send them to your audience to digest.

Invest your time in giving people really valuable information.

Then repeat it again and again.

Be sure to commit yourself to those tasks, as they will make your potential clients engage in micro-commitments with you.

Keeping them engaged at a deeper level with your brand by providing multiple opportunities for your potential clients to engage in these micro-commitments, with each micro-commitment guiding them towards closing a deal.

Creating a successful brand is a very personal journey, and if you neglect what makes a brand really special, your chances of your brand failing are very high.

So here are the 10 marketing mistakes that will kill your brand.
I hope that you all liked this article and got some good advice out of it.
Feel free to comment and share this post.

Thanks!!

Black Pearl Matrix ® Programming, Web Design, and Development

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