You're a brand strategist. What's the most common mistake you're making?

Not doing thorough enough research can kill a brand strategy. From market research to target audience, there are so many ways that this can be done. If you can gather both quantitative and qualitative information and use observation labs as part of your research you will see much better results. And if your client says there is no competition to research, make sure you explain that you need to explore direct and indirect competition to truly figure out what opportunities there are. If there really is no competition it might be because there is no market, so thorough research is a win win.

Research shows that branding and brand building are only really successful if research is done before as to what resonates with customers. Otherwise you're wasting your time. So don't skip your homework.

In my opinion, not doing enough research is one of the biggest mistakes that brand strategists might do. By doing so you assume the risk of failure because you don’t conduct a feasibility study, research your competitors and conducting a SWOT analysis. The main objective of being a brand strategist is to deliver something that stands out, and without proper research and data you wont be able to deliver anything distinctive, you won’t be able to position yourself as a market leader and the overall brand strategy is going to be a mess.

Underestimating the power of comprehensive research is a pivotal mistake. It can lead to misaligned brand strategies that don't resonate with target audiences, causing missed opportunities for genuine connection and growth.

Stress the importance of understanding the target audience deeply to create compelling brand strategies. Research allows brand strategists to gain insights into customer preferences, pain points, and behaviors, enabling them to tailor brand messaging and experiences to resonate with their audience effectively. By putting the customer at the center of brand strategy development, brands can build stronger connections, foster loyalty, and drive long-term success.

Overlooking the importance of a clearly defined brand purpose is a critical oversight. A compelling purpose acts as a north star, guiding not just marketing strategies but also fostering a deep connection with your audience, distinguishing your brand in a crowded marketplace.

Highlight the role of brand purpose in establishing emotional connections with customers and stakeholders. A well-defined brand purpose goes beyond functional benefits to tap into deeper human emotions and aspirations. It provides a sense of meaning and belonging, enabling consumers to forge personal connections with the brand based on shared values and ideals. This emotional resonance not only drives brand affinity and loyalty but also fosters advocacy as satisfied customers become brand ambassadors.

Having a clear purpose is important across many levels of brand management, from internal governance and employer branding to the more obvious customer-emotional connection. A brand purpose should be closely related to the unique value you bring to the market and should be backed with substance and proof: you can say you have a purpose, but do you mean it? How do you show up to it consistently?

Emphasize the impact of consistency on meeting and exceeding customer expectations. In today's omnichannel landscape, consumers expect seamless and harmonious brand interactions across various platforms and devices. Inconsistent branding can disrupt the customer experience, leading to confusion, frustration, and disengagement. By delivering a consistent and coherent brand experience, brands can enhance customer satisfaction and loyalty, driving repeat purchases and positive word-of-mouth referrals.

By not testing and measuring, you're missing out on strategic gold but also proof of the value you're delivering to the business. I've worked with a business recently where we uncovered flaws in their brand strategy through a high-testing cadence on paid social. Through tackling the flaws we were then able to unlock more reach as well as having a positive effect on the bottom line. Test, test, test!

Highlight the role of testing and measuring in accountability and accountability for brand performance. By establishing clear objectives and metrics upfront, brands can hold themselves accountable for achieving measurable results. Regular evaluation and analysis of brand strategy effectiveness help identify areas of success and areas needing improvement, fostering a culture of accountability and transparency within the organization. Additionally, data-driven insights provide stakeholders with tangible evidence of the brand's impact and value, supporting future decision-making and resource allocation.

If you are staying stagnant it means simply that you are falling behind. Continuous innovation and responsiveness to market trends are key to sustaining relevance and competitiveness.

Brand strategists should work closely with marketing, sales, product development, and customer service teams to ensure alignment and consistency in brand messaging and customer experiences. This collaboration creates a unified brand identity and value proposition.

The hardest thing you have to relinquish as a Brand Strategist is control. Brand strategy can only exist with the thoughts, feelings and insights of those you work with, that buy from you and those you want to buy from you. Getting buy in internally is fundamental to effective brand strategy. As a communicator, use your skills to take your stakeholders on a journey with you. In my experience it's not the easiest route but it's the one that gets results. Lastly co creating your strategy without the voice of the customer is risky. If it doesn't move them emotionally or spark action, then you've missed the mark. So spend time with customers and prospects to listen to their pain and test out your approach. Iterate as you go and you'll fly.

"Marketing, you're handling branding." When an organization silos its brand strategy in its creative or marketing departments, the strategy's dead in the water. Brand strategy isn't just about coming up with how to position and communicate with external audiences, but how to get those messages out through every facet of the organization. It's how you get authenticity and consistency in every single touchpoint.

In my experience, the most common mistake that brand strategists make these days is to hop onto the bandwagon of trends. Instead of investing more time on research and establishment of facts about the brand, and finding genuine ways to communicate the brands ethos, strategists often look at the easy way out like falling for social media trends to promote the brand. The focus should be on consistency in communication rather than quick results. Consistency is definitely key, and perseverance & authenticity are the only go- to tools for developing a brand image. Tell your story strategically, and focus on quality over quantity. This helps big time in holding onto and attracting the right audience.