Avoid Costly Marketing Mistakes: Lessons from a Friend’s Branding Misstep

Starting a new business can be an exciting venture, and I wholeheartedly support entrepreneurs in their journeys. However, navigating the complexities of branding and marketing is crucial to ensure sustainable growth and effective outreach. Recently, I witnessed a familiar mistake that many new business owners should avoid—one that can end up costing both time and money unnecessarily.

A Cautionary Tale from the Frontlines

A close friend of mine approached me seeking marketing advice for his new venture. During our recent conversation, he shared updates about his progress and expressed concerns over his marketing efforts. Recognizing the importance of providing constructive insights, I revisited some fundamental concepts about branding and marketing, especially tailored for social media platforms like Instagram and TikTok.

The Core Issue: Misunderstanding Branding and Its Role

What became evident was a common misunderstanding: he believed that creating a visual identity—such as logos, color schemes, and design elements—was the entirety of branding. Unfortunately, this is just one component of a much larger strategic process.

Here are the key issues I observed:

1. Undefined Brand Messaging:
   He lacked clear messaging that resonates with his audience. Effective marketing, especially on platforms heavily reliant on storytelling and authentic content, demands a well-crafted narrative aligned with brand values.

2. Vague Target Audience Definition:
   While he identified a broad demographic—men and women aged 23-50—this range is too wide to tailor specific marketing strategies. Knowing precisely who his ideal customer is allows for more targeted and impactful content.

3. Absent Customer Journey Framework:
   He hadn’t mapped out the customer journey—from awareness to consideration, to conversion and loyalty. Without understanding this journey, messaging and engagement efforts become scattered and less effective.

The Costly Mistake: Investing in Visual Identity Without a Solid Foundation

He shared that he previously invested approximately £7,000 into a visual identity package, believing this would set his brand apart. The package delivered only the visual assets—no strategic brand positioning, messaging, or customer journey considerations. As a result, he now faces the daunting task of repositioning his brand and redefining his visual identity to better align with his target audience.

Lesson Learned: Build Your Brand Strategically First

For aspiring entrepreneurs, here’s a crucial takeaway:
Don’t invest heavily in visual branding until you understand your brand’s core identity, messaging, and target audience. Visual