5 Major Mistakes to Miss in Brand Marketing
Ever wonder why your message is not getting across? Or why you are not getting the reaction you planned? You may be making an unconscious mistake in your marketing and not even realize it. Check out my top five major mistakes I see small and big brands making in their marketing.
1. Putting All Your Eggs in One Basket
Have you ever wanted to hear the life story of someone you just met 10 seconds ago? If you answered, “Yes,” then you’re probably the only one. No one wants to know whatever your business equivalent is of a skinned knee in the 4th grade. Treat every communication with a potential client like a first date. Give them one or two tidbits to remember so they want to come back for a second to learn more about your business.
"Treat every communication with a potential client like a first date. " -Nicole Porter
2. Think Swiss Army Knife Not Sledgehammer
In marketing the “media is the message.” When you are building a brand make sure you get really familiar with the formats for all types of communication like a Swiss army knife. Not every job needs a hammer. From press releases to Instagram posts, speech writing to tweets there is no such thing as a one-fits-all approach you’ll need everything in the toolbox. A waltz might sound beautiful on violin but sound like straight basura on kazoo—not everything translates. Learn your media!
3. Leaving it to Your Audience
Have a brand that works for everyone? Great. But don’t think your audience is going to share your imagination. If your brand straddles several different industries or target markets, plan targeted communications to each area where they separate and where they intersect. For example, let’s say a drug company makes a new product that clears blemishes and soothes joint pain. Your brand marketing expert may suggest producing short videos for Tiktok with make-up influencers while creating ads featuring doctors for Reader’s Digest.
4. Expecting a Home Run
Ask the producers of American Idol, there’s no such thing as on overnight sensation. Before the social media and the Internet, an overnight sensation took ten years. Thankfully today it doesn’t take that long, but don’t expect to uncover a magic bullet to launch your brand into atmosphere. One press release, one social media post, or one blog won’t be catalyst to making your business a household name. Any unscrupulous marketer who promises differently is just there to lighten your pocketbook. Instead, concentrate on consistent, well-branded communications over a long period of time. Keep your messaging out in front of customers and potential customers often. Just like in baseball a solid line up of consistent performers trumps one home-run hitter every time.
5. Bury the Lead
Ever had a salesperson deliberately NOT answer your question? Or read a job ad that includes buzz words like “family environment” and includes vague language on compensation? When you “bury the lead” you are setting up red flags all over your business. At the top of your communication, you should be able to succinctly make your brand pitch in three sentences—no flowery language, no million-dollar buzzwords. This about what your customer needs to know about your product. Be clear. Be concise. Afterward, include supporting communication to support your main idea.
Don’t worry about sounding professional. Sound like you. There are over 1.5 billion websites out there, but your story is what’s going to separate this one from the rest. If you read the words back and don’t hear your own voice in your head, that’s a good sign you still have more work to do.
Be clear, be confident and don’t overthink it. The beauty of your story is that it’s going to continue to evolve and your site can evolve with it. Your goal should be to make it feel right for right now. Later will take care of itself. It always does.
Nicole Porter is a marketing communications professional with a background in technology, e-commerce, and media. A former print and broadcast journalist, Nicole is a published cookbook author who has been published in The Hollywood Reporter, Back Stage, and the Chicago-Sun Times. A homewares entrepreneur, her products have been featured in over 60 international magazines including Martha Stewart Living, Elle Décor, Red Book, Food Network Magazine, Everyday with Rachel Ray, and Entrepreneur Magazine.
