10 Common Brand Strategy Mistakes (and How to Fix Them)

Do you want to know how to make the most out of your brand strategy?  You will be surprised at how many brands fail at the first hurdle and make avoidable mistakes in their brand strategy that actually weaken impact and dilute value. Building a strong brand isn’t just about a good idea; it’s about the whole package and the clarity, consistency, and emotional connection that your brand has with the outside world.

Take a look at the 10 most common brand strategy mistakes, and if you’ve made them, how you can fix them quickly and effectively.

1. Mistaking a Logo for a Brand

With how digital the world is now and how visual everything has become, many businesses believe that their brand is their logo, their colour, or their typography. Having a logo is great for a brand as it makes it recognisable, but these assets are simply an expression of the brand and how it is perceived, not the core reason behind it. A logo and visual identity are great, but without a strategy, they become decoration, not differentiation.

How to Fix it

Build the strategic groundwork first, purpose, values, positioning, personality and let visuals flow naturally from this foundation.

2. Trying to Appeal to Everyone

It really is that age-old expression, if you can’t please everyone, and brands which try to resonate with everyone often end up appealing to no one. Making generic messages can blend into the background, so you really need to pick a core audience on whom you want to target so that your messaging can be positioned correctly.

How to Fix it

Create highly defined audience personas. Speak clearly and directly to the people most likely to value what you do. Specificity sells.

3. Overcomplicating the Brand Message

Nobody likes long jargon-filled messages, as these can get lost and be really confusing. In a crowded marketplace, you only have seconds to make a great impression, so your messaging needs to be quick and concise so people know who you are and what you’re about.

How to Fix it

Avoid extra words and keep your message crisp and benefit-focused. Clarify what you do, who you do it for, and why it matters, all in one sentence.

4. Inconsistent Branding Across Touchpoints

If you have a brilliant website but your social media or your packaging is lacking, there might be some inconsistency with your branding. Having brilliant customer service but a poor tone of voice can make your brand appear disconnected, and when disconnected, it can also appear less trustworthy.

How to Fix it

Develop unified brand guidelines covering visuals, tone, values and messaging. Implement them consistently across every customer interaction, whether this be social media, your website, staff on the phones or packaging, make it consistent and friendly across the board.

5. Treating Branding as a One-Off Project

Once you have your brand, it will not stay the same forever. Falling into the trap of creating the brand and never revisiting it can be harmful.  All brands grow, markets shift, and audiences evolve, and brands must evolve with them to stay up to date. Brand awareness is super important.

How to Fix it

Review your brand strategy annually. Refresh messaging, audience insights and visuals when needed, without losing your core essence. You don’t need a whole logo and colour overhaul every year, but just keep an eye on the trends of what’s going on in your circles.

6. Differentiating Only on the Surface

As above, having an amazing logo is great visually, and it will help you stand out, but logos and taglines can easily be copied; unreal differentiation needs strategic substance.

How to Fix it

Focus on genuine value:

• What you do differently
• How you deliver
• Why it matters

Differentiation should be impossible for competitors to imitate.

7. Making Promises You Can’t Keep

We have all heard the saying Don’t make promises you can’t keep and this is the same in a branding strategy. Overstated claims or undelivered promises really do damage credibility, and sometimes the damage can be permanent.

How to Fix it

Be truthful, transparent and consistent. Align internal behaviours with external brand promises. Authenticity builds loyalty.

8. Ignoring Data, Feedback and Market Signals

The customer might not always be right, but without listening to customers or tracking performance, brands operate blindly, which can often make them drift off course.

How to Fix it

Monitor:

• Customer feedback
• Brand sentiment
• Website behaviour
• Social engagement

Use these insights to refine communication and experience.

9. Prioritising Short-Term Wins Over Long-Term Strategy

Having a quick win is great. Whether that’s joining in on viral trends, piggybacking onto other creative campaigns, or reactive rebrands. Short-term bursts can be great, but rarely build brand equity.

How to Fix it

Anchor every marketing decision in your long-term brand strategy. Ask yourself, does this support our identity? Will this strengthen trust? If not, don’t do it.

10. Focusing Too Much on Features, Not Feelings

Many businesses communicate what they do, but not what they mean. Emotional connection is central to customer loyalty.

How to Fix it

Use storytelling to express:

• Your purpose
• Your values
• Why you exist

Features inform,  emotions persuade.

Why Getting Brand Strategy Right Matters

Poor brand strategy leads to:

• Confused customers
• Weak differentiation
• Lower engagement
• Wasted marketing spend
• Brand inconsistency

Brand strategy failures have historically cost companies millions — from mismatched campaigns to misguided rebrands.

A strong brand strategy creates clarity, confidence and long-term growth, something every business can benefit from.

How Peppermint Soda Can Help

At Peppermint Soda, we specialise in building brands with clarity, creativity and consistency.

Our team helps businesses:

• Define meaningful brand strategy
• Craft compelling messaging and tone of voice
• Build cohesive, on-brand visual identities
• Develop campaigns that reinforce long-term positioning
• Deliver consistent experiences across all touchpoints

If you’re ready to strengthen your brand strategy or fix any mistakes highlighted above, we’d love to help.

Want to talk more? Contact us today – [email protected]