You're managing a brand. What are the most common mistakes you need to avoid?

1. Inconsistent branding 2. Neglecting Consumer Feedback and not getting consumer voice into the organisation 3. Underfunding the core of the brand leading to reduction in reach: physical or mental 4. Not clarifying the most critical brand growth metric for the organisation: penetration growth 5. Neglecting employee engagement, failing to attract the best talent to your brand. 6. Not innovating: get 10-20% of brand revenue from innovations even as the core grows 7. Compromising product quality to meet a cost brief 8. Getting your price value equation wrong 9. Not having a rigorous brand review and audit mechanism 10. Trying to do everything in-house not building a brand advisory board which can lead to brand death from Group Think

In brand management, consistency is crucial for a strong identity and to avoid confusing consumers. Ignoring customer feedback hinders improvement and connection. Overlooking competitors leads to missed opportunities. Adapting to market trends is vital to staying relevant. Data provides insights into behavior and trends. Clear communication builds trust. Investing in marketing is crucial for growth. Providing a consistent brand experience is key for loyalty. Differentiation is vital in a competitive market. Aligning with clear values is essential for authenticity

You cannot take a direction without knowing where you want to go. It is like traveling in the desert or sailing in open sea without a compass.

Managing a brand is a complex task that involves multiple facets of business, marketing, and communication. Avoiding common mistakes is crucial for the long-term success and reputation of the brand. Here are some of the most common mistakes that need to be avoided -: 1- Inconsistency in Brand Messaging 2 - Neglecting Your Target Audience 3 - Overlooking Brand Positioning 4 - Ignoring Customer Feedback 5 - Underestimating the Importance of Visual Identity 6 - Failure to Adapt 7 - Ignoring Digital Presence 8 - Not Investing in Brand Awareness 9 - Poor Crisis Management 10 -Forgetting Employee Advocacy

The Biggest Mistakes you can avoid in managing a brand: I have Built Lotto Sports, Umbro and few other retail brands in India all above 100 Cr revenue ARR Here's my learnings: 1. Brand Positioning - India is really large in terms of Price segment - you should know which segment to target 2. Brand's Customer Segmentation - The mass market of 100 Billion customer is just a flawed market segmentation , you should know exactly what's your TG and At least what's the price point that you want to play 3. Customer experience- This is non Negotiable- Whatever is your price, offer or segment. You cannot take CX for granted 4. Branding strategy - I have said this many times- Kahani ( Brand Story) have this clear and keep it consistent

Not knowing your target audience is like night driving without headlights. What you will hit you don't know, but you are definitely going to hit something, and 100% fail. Its a waste of money, and will need a lot of corrections/investment to get yourself back on track again. Absolute no, no.

Besides having research data on your TA, it’s essential to get a grass root feel of your TA’s buying behaviour. Taking feedback from the sales team, visiting markets are essential to get a strong conviction to go ahead with your brand strategy.

Managing a brand? Don't make the mistake of thinking you have one target audience. Take the time to identify and understand your internal and external stakeholders in order to develop a brand that is relevant, inclusive and scalable.

In my experience - focus wins. You will never be everything to everyone, everywhere all at once. Instead of building an avatar around demographics and psychographics start with - what problem does your product or service solve. Then ask - do enough people care that this problem has a solution that saves them ex. time, money, or elevates their state of being. A good place to find this information is in your current customer base. Interview them and discover what problem you solved for them to identify your target market potentials.

Here are some common mistakes that brand managers should avoid: ? Not following the Brand Strategy - Should adhere to the brand strategy to ensure consistency and a strong brand recognition ? Not understanding the Target Audience - Should clearly define, understand and then create offerings to resonate with them ? Not Overpromising and Under delivering - Should set realistic and clear expectations with a proof/ Reason to Believe ? Not being Consistent across Channels - Should set clear brand guidelines to be followed across all channels and touchpoints ? Not using Data and Market Trends - Should collect and analyze data to evaluate KPIs, customer feedback, competition and understand latest trends.

Managing a brand? Let's chat about the potholes you'd want to dodge, especially the one where consistency takes a back seat. In the whirlwind of brand management, staying consistent across Instagram, YouTube, and beyond is crucial. It's not just about your logo; it's the tone, visuals, and vibe. Quick Fix: Unified Brand Persona: Ensure your brand speaks the same language everywhere. Visual Harmony: From YouTube thumbnails to Instagram stories, let your brand visuals sing the same tune. ?? Check out my journey diving into brand consistency on my Instagram and YouTube. Link in my profile! Let's connect and swap insights. Key Reminder: Consistency Builds Trust: In a noisy digital world, a consistent brand stands out and earns trust.

When you define your Brand “Persona” as part of your Brand Strategy, you are basically outlining your Brand’s personality including its tone of voice, its values, how it presents itself, etc. These should be the strict guidelines for your Brand Comms across all channels. If you strongly believe in and are clear about your Brand’s personality, it will help avoid “schizophrenic” behaviours where your brand behaves and talks differently in different media.

In my experience, as brand manager, one must not overlook- 1. Brand structure 2. Emotional quotient for brand 3. Ambassadors- internal (sales team) and external (users) 4. Consistency in communication, availability, price 5. Innovation in nurturing brand 6. Aligning changing behaviour of consumer 7. Customer segmentation 8. Competition 9. Brand communication translating USP accurately 10. Check on performance against tangible and intangible benefits

Consistency across channels is crucial for a strong, recognizable brand identity. It involves uniform use of your brand name, logo, colors, fonts, tone, and style across all touchpoints, from your website to advertising. Inconsistency can confuse customers and weaken your brand image. To prevent this, develop detailed brand guidelines specifying the application of brand elements across channels. Train your team and partners to follow these guidelines, ensuring your brand's coherence and quality are maintained. This approach solidifies your brand presence and supports a cohesive customer experience.

Primero tener claro que quieres multicanalidad o omnicanalidad, porque son diferentes y no solo porque suenan o se escriben diferentes , tener claro dónde está la diferencia estratégica

For differentiation, how do you position your brand distinctly to stand out of the clutter & provide the consumers that one key reason to choose your brand over the others. Ex Cadbury Dairy Milk tagline “Kuch Achha ho jaye, Kuch Meeta hojaye”provides the reason to the consumer to celebrate with chocolate (against sweets/Mithai & other chocolate brands) Differentiation: Better product shelf life, Gifting pack & pack customisation for different occasions, considers as a premium chocolate, engaging content & promotion, technology- hyper personal Ad using Ai- featuring SRK during Diwali, wide distribution, also availability in many sweet shops. All the above offerings are unique to Dairy Milk for the brand differentiation.

Estamos llenos de productos, pero cada día convivimos con menos marcas. La diferenciación esencial entre ellas (marcas) es cada vez menor. Cada día vemos menos comunicación sobre los valores de las marcas y mayor énfasis en hablar sobre diferenciación técnica (sabores, olores, colores). Recordemos que si una marca no genera emociones en las personas al verla, comprarla y utilizarla solo estamos creando un commodity más.

Don't just look for a unique selling proposition. Look for an unfair advantage! It is no longer enough to be different from your competitors. You need to have something in your back pocket that no one can compete with. Spend time figuring out what that is and test it in the market until you find some thing that no one can top - that you can manage sustainably.

Differentiation has to be meaningful to consumer else it is differentiation for name sake. Many times even any point of parity ( POP) with effective communication and alignment with consumer insights can become a differentiating point. IndiGo's focus on being "On time" not only addressed a point of parity in the industry but also transformed it into a substantial differentiating USP by consistently delivering on that promise and effectively communicating it to consumers. This highlights the importance of understanding consumer needs and preferences and aligning business actions accordingly to create meaningful differentiation.

La estrategia en este caso , se podría resumen que no es más que conseguir una posición de valor diferenciada ? Lamentablemente el cliente siempre comprará , es un proceso mental humano , nuestra mente busca asociaciones , solo asegúrate que cuando tus clientes lo hagan sepan exactamente porque tú y no el otro

The heart of a brand is its promise. Nothing kills brand health more quickly than saying one thing and then behaving in a way that is not in keeping with the promise. I've appropriated this from somewhere but the golden rule is "Be. Do. Say. Always in that order." This is where companies like Dyson get it right and say, Saturn (failed car brand) got it wrong. We can all remember the famous tag line: A different kind of company. A different kind of car", but the reality was the cars were not very different, and once they were bought by General Motors, they weren't even a different kind of company.

To manage a brand effectively, avoid common mistakes like inconsistent branding, ignoring customer feedback, lack of differentiation, poor customer experience, neglecting brand evolution, ineffective communication, ignoring social media, focusing solely on sales, disregarding brand values, and short-term thinking. Stay consistent, listen to customers, differentiate your brand, prioritize customer experience, adapt to market trends, communicate clearly, leverage social media, focus on relationships, uphold brand values, and think long-term for sustained success.

Comes down to integrity, right? Whether you believe the brand is the idea, or the promise of the idea, its success relies on the delivery.

This is the most common mistake a brand does. If a brand created a brand positioning and got a base of consumer because of their brand positioning and then they are able to match the promises they did ,then consumer will leave the brand and will be very difficult to regain them.

Many brands have faced failure due to either making false claims or failing to fulfill their promises through their products, services, or other aspects of their marketing strategies. It is crucial for brands to ensure that the promises they make to their target audience are realistic and achievable. This is especially important for promises that aim to differentiate their products from those of their competitors. For example, if a restaurant claims to avoid using food colors and preservatives, it must consistently uphold this promise under any circumstances. Ensuring consistency between promises and actions is essential for building and maintaining trust with customers

While measuring brand performance and defining KPIs, one should not lose sight of the business goals. There is a clear linkage between a strong brand and a successful business. Some data to look for would be: - Brand lift to revenue performance - Customer preference - Customer loyalty - Financial Considerations - for listed companies, the market value over time

Underestimating the power of measurement of all brand actions with the target audience can lead to many blind spots in building a stratrgy. whether a brand is successful or struggling it is important to understand the contributing factors and determining the underlying motivations of the target audience by doing, measuring and learning not every step will work but if consistent learning at each data point is built the brand will keep true to the goal.

Measuring your brand performance helps you to evaluate your brand's strengths, weaknesses, opportunities, and threats, and to identify and implement areas for improvement. Without measuring your brand performance, you risk missing out on valuable insights and feedback that can help you to optimize your brand strategy and tactics.

Not measuring is a common mistake across companies which underestimate the power of a brand. A company brand performance can give strong signals of its forecast market, indicating potential strategies to bring it back on a successful track.

You cannot manage what you can’t measure You always need to track your performance and KPIs in order to enhance your campaigns and social media content

Sobre isso, algumas considera??es: 1. A marca, apesar de ter valores rígidos, é extremamente mutável, tendendo a acompanhar o desenvolvimento da sociedade. Portanto, quando os hábitos mudam, as marcas também mudam. Ter uma estratégia de marca bem definida vai fazer você acompanhar essas mudan?as sem criar ruído na comunica??o, mantendo sua audiência cada vez mais próxima. 2. Os dados s?o o petróleo das empresas. Quanto mais informa??es você tem sobre seu público, melhor é a sua entrega e taxa de convers?o. 3. Consistência para ser lembrado, coerência para ser reconhecido! 4. Chega de mais do mesmo, mostre para todo mundo do que você é capaz. 5. Seja real, n?o prometa o que n?o vai entregar, tenha responsabilidade. 6. Registre a sua marca!

Conocer perfectamente el mercado y realizar un DAFO realista, vitales tanto un buen posicionamiento como la segmentación, el cliente siempre en el centro de la estrategia

The brands have to speak the language of the customers. They have to get imbibed into the cultural complexities of the target market to curate the marketing strategies and cater their products and services. An in-depth market research is an essential prerequisite in economies with multicultural environments like India and bicultural environments like Spain. In the days when the World cup matches are screened with regional language commentaries, brands should stop viewing complex cultural environments with a single lens. It is all about customization and personalization.

Expecting Ferrari results on BMX bicycle budget ?? One of the most constant thing I've encountered (and perhaps am personally guilty of too) ... Is clients having such grand ideas with such details attached but not understanding the complexity and layers involved in the execution .... (which inevitably leads to a huge price point). If you follow their lead, alot of value, quality and efficiencies would be sacrificed to fit their budget. But their original expectations may never reset. Don't do it! It usually never ends in praise for the branding team. Instead, manage expectations from the go. Firmly inform client what can be achieved on the budget they do have. Don't overpack it!

When it comes to brand strategy, avoiding common pitfalls is crucial. One of the most critical errors is not having a clear brand strategy in place, which can lead to confusion and inconsistency. Additionally, it's essential to know your target audience thoroughly to tailor your messaging effectively. Consistency across channels is another key factor; failing to maintain uniformity can dilute your brand's impact. Lastly, ensuring that you deliver on your brand promise and regularly measure your brand performance are essential components of a successful brand strategy.