Brands are brands because they’re owned by one person or company. So, it’s important to know the fundamentals of branding in order to stay competitive in the market. Here are three things you should avoid when implementing a brand marketing strategy:

  • Not defining your brand identity
  • Trying to be everything for everyone
  • Not setting measurable goals

Don’t go generic

One of the worst things you can do when implementing a brand marketing strategy is to not define your brand identity. For one, if you don’t know who you are, it’s going to be difficult for others to know who you are. You might end up with an unclear message and an inconsistent image. And if your customers cannot readily identify your brand, they won’t be able to find it when they need it. It also prevents people from feeling a sense of loyalty to your company.

Never be everything for everyone

Another thing to avoid is trying to appeal to everyone and everything. If you try too hard to please everyone, you’ll end up pleasing no one. You might have someone say “I like this product but they don’t sell that anymore so I’m not going back there anymore." A lot of brands go generic because they don't want people turning away from them. However, being generic frustrates your customer base and cause them not to buy from you again in the future.

Brands want to appeal to their entire consumer base. But it's not possible to speak to everyone in the same way. For example, if you were marketing a product for men, you wouldn’t want to use pink as a primary color because that would be off-putting for your male demographic.

Instead of trying to appeal to everyone, try focusing on one specific consumer group and go deep with them. This will help you focus your efforts so they are more tailored and effective.

Set measurable goals

Finally, one more thing that many brands get wrong is setting measurable goals for their business growth instead of qualitative goals – which only make sense if you know who your target market is and what they want from your products or services. When investing in a brand marketing strategy, set measurable goals so that you know when the campaign has been successful and how much money was made off of it.

Setting measurable goals is the most important thing you can do. This will help you keep a close eye on your progress, see what’s working and what’s not, and make changes as needed.

Without measurable goals, it’s easy to get lost in all of the tactics and strategies. By setting goals, you’re more likely to stay on track with your brand marketing strategy.