What are some of the common branding and positioning mistakes that you see in your industry?

Common branding and positioning mistakes in the industry often stem from a lack of clarity and consistency. One major error is failing to define a clear brand strategy, which can lead to misaligned messaging and confusion among target audiences. Inconsistent branding across different platforms undermines trust and recognition, while neglecting core values can alienate customers who expect authenticity. Additionally, overcomplicating brand messages and ignoring the power of visual identity can dilute impact and engagement.

The inability to identify and recognize the right market audience for your products could be the hardest effort without outcome in sales & marketing. Take time to research and identify your major clients, where to get them, what to pitch to them and what solutions you will bring to the table for them.

Too often brands think they know consumers without really knowing consumers and who they really are. Also, past characteristics and generalities don't often work or lead to paths that marketing teams walk down that end up going poorly. Knowing your core customer, what makes them tick, what makes them different, what makes them your core customer is critical to maintaining and growing your brand.

Brand is about what you company is, what it stands for, the change it is driving...It IS NOT about what the product does. Positioning can be Brand position OR product position. They are two vastly different exercises and require very different playbooks. No one cares what your product does or how it works, sorry. They care what outcomes it drives.

This is the big problem that I see. Congruency across different channels. Make sure your branding, logos, and colors are consistent - not just online - but at trade shows, conferences, events, and in mailings and brochures!

If you really know your customers better than anyone else, you do need to know what your competitors are doing, but not in depth unless your plan is to follow them. Most brands would rather lead than follow and need to have a lens into competitors, but don't spend too much time in the swamp.

Spending too much time monitoring your competitors is probably one of the worst things an organization can do. The orgs that spend too much time on this often shift their messaging towards feature hyping & even comparison... Don't do this! Instead, focus your marketing towards your current & ideal customers... It's the only way to win in the market.

Stop guessing. Start measuring. That’s how you win. In branding, assumptions can be your worst enemy. Too often, companies rely on intuition without testing or measuring their efforts. This leads to wasted time, money, and opportunities for growth. At JacobsEye, we’ve seen the results when businesses take control by leveraging data—measuring campaigns, running A/B tests, and adapting strategies based on real-time feedback. It’s not about luck; it's about precision. From our work with the Air National Guard to public health campaigns, testing every assumption allowed us to deliver real, measurable impact.

Relying solely on intuition for branding decisions is risky and often inefficient. Regular testing and measurement of your branding efforts are crucial for optimizing strategies and ensuring effectiveness. Setting clear, realistic goals and using data-driven approaches to track progress can highlight what works and what doesn’t. Methods such as A/B testing, surveys, interviews, and focus groups provide valuable insights into your audience’s preferences and perceptions. Learning from both successes and failures enables continuous improvement, ensuring your branding remains effective and resonates with your target audience.

In my experience, one client initially relied on assumptions about their target audience's preferences. When we implemented A/B testing, we discovered that their initial approach was not resonating as expected. By using data to guide adjustments, they were able to significantly improve their campaign's effectiveness and return on investment. As Peter Drucker, a renowned management consultant, wisely said, “What gets measured gets managed.” Incorporating measurement and analysis into your strategy ensures that you make informed adjustments and optimize your branding efforts for better results.

Depending on the type of product or service, it must be aligned and compatible with new trends in technology and innovation, to enrich the customer experience.

This is everything. Honestly, this is the biggest miss that I see from high growth businesses. They push out too many "new products" to saturate sales... They forget to innovate on their current products & start to increase churn.

In tradeshows, alongside impressive displays, the human element is increasingly recognized as vital. Companies often send sales-focused staff, yet those skilled in hospitality and relationship-building can add great value. Tradeshows aren't just for product showcasing; they're for forging meaningful connections. The 'Wing Person' concept addresses this by emphasizing genuine interactions. A Wing Person enhances attendee experiences, fostering a deeper connection with your brand. This approach complements sales efforts and enriches tradeshow impact. It's a balance of captivating displays and personal engagements, maximizing investment returns and strengthening brand relationships in a positive, engaging manner.

It is quite common for a company to be uncertain about its true identity in terms of offerings, unique selling points, strengths and weaknesses, niche, and target audience. Sometimes, the appearance of knowledge may not necessarily indicate a genuine understanding. Therefore, before establishing a positioning strategy, it is crucial for the company to thoroughly understand and know its own identity.