In my experience, the greatest lessons on how to achieve success can be found in the failures of others. I’ve noticed six key principles that seem to be at the root of most marketing mishaps, and I would like to share them with you all.
1. Branching Out Where You Shouldn’t
It’s not uncommon for companies to release various goods under different names to ensure they reach as many customers as possible. The cheaper off-brand products are often produced by the same companies that make the more expensive name-brand products, allowing those companies to dominate a specific market.
Before you expand your brand’s portfolio, you must have a thorough understanding of what you desire your brand to represent, as well as what the public already associates with your brand. If your planned expansion coincides with your established goals and falls under the same category or appeals to the same audience, then expanding into this new field could be very beneficial for you. However, if the planned expansion does not mesh with your primary demographic or is too far removed from your current line, then pursuing the venture under a separate brand will likely be the safest choice.
2. Ignoring Hard Data
There’s always been a disconnect between what people say and do, but we now have data on people’s browsing and purchase habits. Studying information on your desired demographic gives you keen insight into what they truly think and how they actually act, letting you tailor your business models accordingly.
For example, in one study around healthier options at fast-food restaurants, almost all parents surveyed said that “they would purchase food for their children at that restaurant more frequently because of the healthy offerings.” However, research showed a decline in the number of parents who went out of their way to opt into the available healthier choices.
3. Failing To Engage Customers
Studying the data and crafting a message about your brand based on the findings is important, but you must keep listening in order to maintain relevant marketing. Consider consumers’ complaints and compliments. Respond to their social media posts when appropriate. Host polls to test ideas, and then act on that information.
4. Unsustainable Brand Identity
Thanks to social media, audiences can fall in love with a catchy jingle or adorable mascot, producing tons of their own content that acts as free advertising. On the other hand, people who take offense to poorly planned campaigns can see to it that your brand is thoroughly shamed for what you’ve done.
If something about your brand offends consumers, quickly address the issue, and sincerely apologize. Avoid trying to hide it or redirecting the blame. If done properly, growing from the error can become part of your brand identity. Brands should always hold themselves to standards of quality to begin with, but now that the costs of failing to do so are high, being mindful of your image is more important than ever.
5. Opposing Internal And External Brand Vision
Make sure the message you’re trying to send is also a message you can live up to. Don’t set a standard if you’re incapable of meeting it. This goes beyond just your business model and includes the behaviors of your employees as well. An outspoken or disrespectful employee can taint the image of a brand, so see to it that anyone representing your company is thoroughly trained in how to properly represent your brand’s vision.
6. Poorly Thought Out Design
It’s imperative that a brand not only has a recognizable logo but that the use of the logo is both aesthetically pleasing and consistent with the message it’s trying to convey. Factors such as layout, font choice and tone must also be balanced accordingly. If even one of those areas is out of sync with the others, the story you’re intending to tell can be thrown off, imparting a very different message than what you want consumers to associate with you.
Summary
This list can come off as daunting, but I’ve made a few of these mistakes in my time, as have some major corporations. Yet we didn’t let that stop us. We took a look at what we did wrong, learned how to keep from doing it again and changed our businesses for the better. But we’re not done yet, and neither are you. Keep these principles in mind to steer your marketing strategies, save yourself from making the same mistakes as your colleagues and learn from your own mistakes as you go.