It is very common that companies (or those who manage their image) believe that branding is having an approved graphic image, a slogan that attracts attention and a relative presence in the media. However, thanks to the strength that digital media has given to consumers, now they are the ones who decide the rules of the game and are not willing to get involved, much less to create links with brands that do not offer added value to their lives.
Below I share a list that shows 5 of the most common mistakes that any company could commit if it suffers from the terrible disease of marketing myopia, which poorly attended can generate long-term consequences.
Promising things that in the future are not intended to meet
It is very easy to fall into this error; any investigation that throws data of the consumer with tendencies of its tastes and needs can think that it is the immediate answer to the necessities of marketing. You have to ask yourself if the company will be able to respond to that promise and make all the possible adjustments to make it so.
Copy what the competition does without understanding why it does what it does
Another common mistake is to conduct studies of ‘Benchmark’ “which analyzes what the leaders of the category promote in their market strategies to only follow in their footsteps under the premise that” if they serve, we also ” . We must first analyze our own company to understand what its true potential is.
Create a social media strategy and interact as little as possible with your consumers
We must understand that social networks serve to interact, to debate, to contribute. One of the main mistakes of branding is simply to take the messages of traditional media to digital media forgetting that each medium has its own language. In the case of social networks we must be ready to listen, to be criticized and if we open our eyes, to learn.
Change image and basic promise as frequent as possible
There are several reasons why companies change their corporate image; the least valid ones are for following fashion trends, for the personal tastes of managers or for justifying the communication budget. Any change must respond to the specific needs of the consumer.
Try not to have a philosophy as a company, and if you do not transmit it to your employees.
A philosophy can be simply a phrase recorded on a plate, or an attitude with which the company faces its challenges. It is as bad to lack vision as having one and not extending it to your people; Each employee must believe in what he does, and know that his effort is valued to become an ambassador of his own brand. If you can not convince those inside, how can you convince those outside?