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Brand nightmares: Spooky errors brands make

Brands, they’re like people, aren’t they? Some know exactly who they are, connect effortlessly with their customers, and thrive in their element. But then, there are those brands that seem to have lost their way, wandering aimlessly in the vast world of business. These are the ones we’ll explore — brands that have ventured into the shadowy realms of bad decisions and eerie mistakes, like ghosts haunting their own past.

Join me as we unveil the spine-tingling errors some brands make on their journeys and how you can avoid making the same errors.



The Brands that Wing It: Those Who Have Lost Their Souls

Some brands find themselves caught in an identity crisis. They stumble through the business landscape without a clear personality, a defined identity, or concrete goals. It’s as if they’re improvising, creating a dissonant brand that struggles to find its unique melody. This can lead to confusion and a desperate attempt to blend in.


Think about the most successful and prominent brands you know. They have a crystal-clear understanding of who they are at their core. Even when they contemplate rebranding or adjusting their strategy, they ensure that these changes align with their core values and aspirational identity.

The Consequences of brands that wing it:

  • Confused Brand Identity: When brands “wing it,” they often end up with a confused brand identity that doesn’t resonate with their audience. Customers struggle to understand what the brand stands for, leading to disengagement.

  • Reputation Erosion: Customers may perceive such brands as unreliable, inconsistent, and unprofessional. This can result in a loss of trust, which is challenging to rebuild.

  • Missed Opportunities: Brands that lack a clear strategy may miss valuable opportunities in the market. They fail to leverage their strengths, resulting in lost market share and profitability.

It’s highly recommended for brands to establish a solid strategy. This is where you define your identity, personality, and goals, unlocking your true essence. Your strategy forms the foundation of your brand.



The Brands that Try Too Hard: Dark Desperation

Some brands are like the villains in a suspenseful movie, the ones that desperately pretend to be someone they’re not. It can be cringey to watch as they use words and phrases that don’t align with their brand persona, follow unrelated trends, support causes they don’t genuinely care about, and engage in strange online challenges. I’m sure at least one or two brands come to mind when you hear this.



The Consequences of brands that try too hard:

  • Inauthentic Image: Brands that try too hard risk projecting an inauthentic image. Customers can see through insincerity and may perceive such brands as opportunistic or insincere.

  • Loss of Core Audience: By trying to appeal to everyone, these brands risk alienating their core audience. This can lead to the loss of loyal customers who prefer a genuine and consistent brand.

  • Minimal Gains: All the effort put into chasing trends and adopting unrelated causes may not translate into tangible gains. These brands may struggle to achieve significant growth in sales or market share.

Remember, just because everyone’s doing it doesn’t mean you should too. It’s crucial to stand out and stay true to yourself. The online world is full of trends, and it’s easy to follow along. But before you do, ask yourself if it fits your brand. Try to be different; maybe you can even create your trend, something that’s uniquely you.


The Brands that are disconnected from their Customers: Lost in the Shadows

In the realm of marketing, understanding your customer stands as the paramount step. It’s the foundation upon which everything else is built. To effectively market your brand, you must intimately know your audience — grasping not only who they are but also comprehending the challenges they face and how your product or service can be the solution. This understanding requires harmonizing your message with theirs.



However, some brands lose themselves in their own world, fixating solely on sales. They neglect the customer’s needs, creating a chasm of disconnect. The real magic happens when brands strike the perfect balance between themselves and the customer. It’s not just about ‘the customer is always right’; it’s more about ‘the customer is always first’ in the realm of marketing. It’s about tailoring your approach to who your customers are and connecting with them them through their needs, interests or even their pain points. There are countless ways to consider your customer’s perspective and craft a successful marketing strategy.

The consequences of brands who can’t connect with their customer:

  • Eroding Customer Loyalty: Brands that neglect customer needs risk losing their loyal customer base. These customers may turn to competitors who offer products or services better aligned with their needs.

  • Market Share Decline: Failing to adapt to evolving customer preferences and trends can result in a decline in market share. New competitors may seize the opportunity and gain ground.

  • Reputation Damage: When brands don’t understand their customers, their reputation can suffer. Customers may view them as out of touch and no longer relevant, causing long-term damage to their brand image.

It is highly recommended that you do some research on who your customer is, identify their background, needs, pain points, and figure out how you can solve their problems and appeal to their emotions




In the realm of marketing, these are not just minor slip-ups; they’re the chilling mistakes that brands must avoid. Failing to stay true to themselves, trying too hard, and neglecting customers are the three most haunting errors a brand can make. Brand owners, take heed: prioritize authenticity, embrace your core values, and never lose sight of your customers’ needs.

In the spooky world of branding and marketing, these principles can be your guiding light, helping you steer clear of the shadows and into a brighter future for your brand. Until next time, Happy Halloween! 👻

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