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Brands mean business. But that’s only if you’re able to strengthen the connection between the brand’s purpose and the experience every day by avoiding these marketing mistakes. That way, your brand can help make your business not only more purposeful but also more profitable.
If that sounds too good to be true, then I’d suggest that either you’re operating in the small minority of sectors where branding has a less meaningful role to play – it’s true, it can happen – think bulk chemicals, for example. Or, you might simply be doing it wrong.
If you’re a big business, doing it wrong can often get buried in bureaucracy and it may well be that nobody knows enough to notice.
If you’re a small business, you don’t have that luxury.
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You need to make every decision count and that includes investing your marketing to make a return. And if the purpose of a business is to create and keep a customer – hat tip, Peter Drucker – then the task for the brand is to create that demand and nurture that loyalty.
So what are the three big mistakes that I see businesses make? And more importantly, how do you avoid them?
Your brand is not a one-off, it’s always on
Firstly, your brand is not a one-off project.
Your brand is not something you set and forget — once every year, once every five years, or once every decade or so.
Just like your business, your brand is happening every day, and it needs to be managed with the same dynamism. That means understanding your brand’s performance – quantitatively and qualitatively, formally and informally – so that you can surface relevant insights that you can use to inform and improve your brand experience for customer acquisition, retention and loyalty.
It’s an all-too-common…
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