Good (and Bad) Advice for Brand Strategists

Brand strategists playbook

Are you starting a new business or looking to revamp your existing brand? The concept of branding can be both exciting and daunting. On the one hand, a strong brand can significantly boost your business’s success. On the other hand, there is a sea of advice out there, some of which can be misleading or detrimental to your brand’s growth. In this blog post, we’ll delve into the world of branding and shed light on both good and bad advice that businesses often encounter. So, let’s get started and discover how to navigate the intricacies of branding.

1. Good Advice: Define Your Brand’s Essence

One crucial piece of good advice is to define the essence of your brand. Your brand’s essence encompasses its values, personality, and unique selling proposition. Take the time to understand what sets your brand apart from competitors and why customers should choose you. Consider the emotions you want your brand to evoke and the image you want to project. By defining your brand’s essence, you can build a strong foundation for your branding efforts.

2. Bad Advice: Copy Your Competitors

While it’s essential to understand your competitors and the market, blindly copying them is bad advice. Your brand should stand out and have its own identity. Merely imitating what others are doing can make your brand appear unoriginal and uninspiring. Instead, focus on what makes your brand special and find innovative ways to express that distinctiveness.

3. Good Advice: Consistency is Key

Consistency plays a pivotal role in successful branding. Once you’ve defined your brand’s essence, ensure that it is consistently communicated across all touchpoints. This includes your logo, website, social media profiles, packaging, and customer interactions. Consistency helps build recognition, trust, and loyalty among your target audience.

4. Bad Advice: Sacrifice Quality for Speed

In today’s fast-paced world, there may be pressure to rush your branding efforts. However, sacrificing quality for speed is detrimental in the long run. Building a strong brand takes time and careful planning. Rushing through the process can lead to subpar branding elements, such as a poorly designed logo or inconsistent messaging. It’s better to invest the necessary time and resources to create a compelling and cohesive brand that resonates with your audience.

5. Good Advice: Understand Your Target Audience

Knowing your target audience is essential for effective branding. Conduct thorough research to identify the demographics, preferences, and behaviours of your ideal customers. This knowledge will help you tailor your branding efforts to resonate with your target audience and create meaningful connections. Understanding your audience also enables you to craft relevant and compelling messages that will attract and retain customers.

6. Bad Advice: Try to Please Everyone

It’s impossible to please everyone, and attempting to do so is bad advice for branding. Casting too wide of a net and diluting your brand’s identity to cater to every individual can lead to confusion and weakened brand appeal. Instead, focus on your target audience and create a brand that speaks directly to them. By honing in on a specific niche, you can establish a strong brand identity and foster a loyal customer base.

7. Good Advice: Invest in Professional Branding Services

Building a successful brand requires expertise in various areas, from graphic design to marketing strategy. Investing in professional branding services can provide valuable insights and guidance throughout the process. Branding professionals can help you create a visually appealing brand identity, develop a cohesive brand message, and implement effective marketing strategies. Their expertise can save you time and ensure that your brand is positioned for success.

8. Bad Advice: Focus Solely on Visuals

While visual elements such as logos, color schemes, and typography are important components of branding, relying solely on visuals is bad advice. Branding encompasses much more than just aesthetics. It involves shaping the overall perception of your brand through messaging, values, customer experience, and more. Don’t overlook the power of storytelling and the emotional connection that your brand can foster. Balance visual appeal with a comprehensive brand strategy to create a lasting impact.

9. Good Advice: Adapt and Evolve with Time

The business landscape is constantly evolving, and so should your brand. Embrace the good advice of adapting and evolving to stay relevant and competitive. Monitor industry trends, consumer preferences, and technological advancements. Regularly evaluate your brand’s performance and make necessary adjustments to ensure it remains fresh and resonates with your target audience. A brand that can adapt to changing times demonstrates agility and longevity.

10. Bad Advice: Neglect Brand Consistency for Innovation

While innovation is crucial for staying ahead, neglecting brand consistency in the pursuit of constant change is bad advice. Consistency builds trust and familiarity among consumers, while innovation brings excitement and relevance. Find a balance that allows for innovation within the framework of your brand’s essence. Maintain a consistent core while exploring new ideas and approaches that align with your brand’s values and objectives.

11. Good Advice: Foster Brand Advocacy

Encouraging brand advocacy is a powerful strategy to amplify your brand’s reach. When customers become loyal fans and advocates, they willingly promote your brand to others, creating a ripple effect. Provide exceptional customer experiences, engage with your audience on social media, and leverage user-generated content to foster brand advocacy. Happy customers who feel connected to your brand will become your strongest ambassadors.

12. Bad Advice: Neglect Brand Feedback

Ignoring feedback, whether positive or negative, is detrimental to your branding efforts. Every interaction and piece of feedback is an opportunity to learn and improve. Embrace constructive criticism and address any issues that arise promptly. Actively seek feedback from your customers through surveys, reviews, and social media interactions. Their insights can guide you in refining your brand and enhancing the customer experience.

13. Good Advice: Be Authentic and Transparent

In today’s era of transparency and authenticity, being genuine is crucial for successful branding. Consumers appreciate brands that are honest, open, and true to their values. Be transparent about your brand’s story, mission, and practices. Avoid misleading marketing tactics or false promises that can erode trust. Authenticity builds credibility and fosters long-term relationships with your customers.

14. Bad Advice: Chase Short-Term Trends

While it’s essential to stay current, chasing every passing trend is bad advice. Trends come and go, and blindly following them can make your brand appear fickle and lacking a solid identity. Instead, focus on timeless principles and long-term strategies. Be aware of trends, but carefully consider whether they align with your brand’s values and goals before incorporating them into your branding efforts.

15. Good Advice: Monitor and Measure Brand Performance

To gauge the effectiveness of your branding strategies, it’s important to monitor and measure your brand’s performance. Set key performance indicators (KPIs) that align with your branding objectives and regularly assess your progress. Track metrics such as brand awareness, customer engagement, website traffic, and sales. This data will provide valuable insights into what’s working and what adjustments may be needed to optimize your branding efforts.

Can AI Really Replace Brand Strategists?

Can AI truly replace brand strategists? Branding, a nuanced and intricate process, requires a deep understanding of human emotions, cultural context, and consumer behavior.

The Role of Brand Strategists

Brand strategists play a crucial role in shaping the identity and perception of a brand. They analyze market trends, consumer preferences, and competitive landscapes to develop comprehensive strategies that resonate with the target audience. By conducting extensive research and leveraging their expertise, brand strategists guide the creation of compelling brand stories, positioning strategies, and effective communication channels. They blend creativity with analytical thinking, ensuring that brands establish a unique and meaningful connection with their customers.

The Rise of AI in Branding

With advancements in AI technology, automated systems are now capable of processing vast amounts of data, identifying patterns, and generating insights. AI-powered tools can analyze consumer data, social media sentiments, and market trends to provide valuable information for brand strategists. These tools offer efficiency and speed in data processing, enabling strategists to access comprehensive reports and make data-driven decisions more effectively. AI can also assist in identifying emerging trends, monitoring brand performance, and optimizing marketing campaigns.

Benefits of AI in Brand Strategy

  • Data-driven Insights: AI algorithms can analyze large volumes of data, extracting patterns and consumer insights that human strategists may overlook. This allows for more accurate targeting and personalized messaging, ultimately enhancing brand engagement and customer satisfaction.
  • Streamlined Market Research: AI-powered tools automate market research processes, significantly reducing the time and effort required to gather information on competitors, target markets, and consumer preferences. This enables brand strategists to focus on higher-level tasks such as developing creative concepts and crafting innovative brand experiences.
  • Predictive Analytics: AI can forecast future trends based on historical data and consumer behavior patterns. This predictive capability helps brand strategists anticipate market shifts, adapt their strategies, and stay ahead of the competition. It also aids in resource allocation, ensuring that brands invest in the right channels and campaigns.


Navigating the world of branding can be both challenging and rewarding. By distinguishing between good and bad advice, you can make informed decisions that strengthen your brand’s identity and impact. Remember to define your brand’s essence in the best way possible!