The Biggest Marketing Mistake Brands Make

The biggest mistake businesses make with their marketing is not understanding their brand or their audience.

I really like StoryBrand. After learning about it in school, everything clicked for me. Marketing is storytelling. Your brand is the hero of the story, your audience is the protagonist on a quest, and your goal is to reach them and help them solve their problem. There are obstacles in your way (brand awareness, comprehension, associations, and affiliation), and each brand fits (however neatly) into a character archetype that guides your branding, storytelling, and marketing. You create personas for your brand and your audience, and these are the characters that help you write your story.

This process requires a true understanding of your brand. What problem(s) are you solving, and why? What do you have to offer, and what are its unique benefits? How clear is your messaging? How do you want to make your audience feel, and what do you want them to think and do?

It also requires an understanding of your audience. Who really is your target? What are their goals and aspirations? What do they value?

This structure forms the basis for your marketing, from product positioning to communication strategies. It’s also not a one-and-done thing. It’s a living document because your story is always changing and evolving. Nothing good in life is stagnant.