When you are just starting out on the road to building a business, there is always room for trial and error, especially when it comes to taking your business to the top of positioning and success. There are mistakes that can be corrected over time and that would allow you to manage your goals successfully.

With some effort and marketing professionals, it is possible to correct those initial mistakes. The more the margins of positioning and success grow, the higher the objectives become, therefore, they go hand in hand with the loss of control if ideas and growth are not ordered, to the point that mistakes as small as a bad design lead the brand to decrease and sales fall in significant percentages to how they were at the beginning.

All successful brands have a “boom” effect at the beginning, as long as the ideas , content, products are of quality and valuable for customers, however as time goes by, if the brand fails to reinvent itself in some way, the growth process slows down; and here we are not talking about how conservative the brand can be, when we talk about expansion, reinvention, we talk about scaling the objectives and increasing standards according to how the business grows.

Among the most common mistakes we can see regarding the content of a brand, are:

1. Creating content without the necessary experience and knowledge.

In order to generate what in marketing we call “engagement”, the creators of the brand must have the necessary expertise of the product, but not only of the product, but of the brand itself, the motivations, the creative processes, among other elements. The better knowledge you have of everything that surrounds the development of your product, or simply the brand as such, the more success and commitment you will reflect to your customers, pushing the competition to measure themselves against you.

Many times those who create a business do not handle all technical aspects of the product, but are responsible for the investment process in the business, however, despite being totally valid, it is essential that in the brand development team, there is a person or team of experts who can get the information of the product or service properly to your audience.

In a few words, it is not possible to position the brand in a compromising way, and generate the feeling of customary, without having expertise in the product, since, once the flow of the “boom” stage is over, the customer will want something else that can be offered, if this does not happen, your audience will be captured by another brand that can maintain standards and quality over time.

2. Cold content that does not connect with the customer.

Currently, it is remarkable that cold content that does not connect with people, are increasingly far from being positioned in the market, the more a business grows and leaves communication gaps open to customers, the greater the commitment of that person and loyalty to re-purchase a product, and even recommend it. We see it for example on the Twitter platform, large companies talk P2P (peer to peer or person to person) with the customer, generating a sense of familiarity with the brand.

Content can be excellent, but if it does not generate sympathy with the audience, if it does not generate that feeling of understanding, of offering something beyond the product, the customer takes it as a lack of empathy and coldness on the part of the brand; human beings, being gregarious, move away, looking for alternatives in other brands that can provide them with both, a product and a feeling of direct affiliation.

3. Outdated and repetitive content

One of the great advantages of marketing today is social networks, this social integration allows a brand to get closer to the customer, constantly reinvent itself and take advantage of all the peaks of influence that generate a furor among the masses.

When the content becomes cold, does not keep up with the current rhythm of the impacts generated by the Internet, or simply does not follow the element of constant reinvention, even if it is a conservative brand, it is very likely that the audience will take it as old-fashioned, repetitive and migrate to other brands that can offer integration to the rage.

A clear example is the brand Oreo (Nabisco), the brand is the queen positioning itself on the twitter platform regarding the interactions it makes with its audience, taking important events in networks and the world with witty humor. Their colors, their designs, their products continue to retain their style over time, but not their content, but they have adapted to the novelty and to take each shocking event as a clever way to advertise, generating important sales conversions.

The solution is always found in the social study, study of the masses and what they are currently asking for, delimit if the reinvention should be ingenious, if it should be regarding the company’s policies or if it should be a complete reinvention of the proposed objectives and scopes.

4. Putting too much pressure on those who work with the brand.

Let’s remember that from haste comes fatigue. One of the frequent mistakes that occur in business and brand creation is to put too much pressure on the team that develops everything related to them. It happens that taking a team to the extreme can sometimes work as a mechanism to generate rooting and commitment of the team with the brand, however, when it is frequent, it will leave consequences that in many cases are unrecoverable, such as the lack of creative projection. And here it should not be misunderstood, one thing is hard work, under pressure and in record time, and another is to push the development teams to the limit.

It is necessary to work together, delegate and discuss what can be achieved and what is not working, redefine objectives and times, because this is also a way to generate the best quality product and the right image for the brand, with the commitment to deliver a well elaborated result.

One of the biggest mistakes that can be made in the creation of content is not leaving a margin of respite for the creative process to be taken to the top, also how obtuse can be the process and guidelines for content creation, not allowing space for reinvention and strategies according to what customers are consuming.

The most important thing is to educate, delegate, and commit to create spaces for negotiation between the teams that together develop a brand and its content, invest in education, clearly prioritize the objectives to be met, and if these are very complex, to use other external resources to lend a hand to members of the group that require it.


The solution is always found in the social study, study of the masses and what they are currently asking for, delimit if the reinvention should be ingenious, if it should be regarding the company’s policies or if it should be a complete reinvention of the proposed objectives and scopes.