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For today’s businesses, managing a strong online presence is just as important as delivering quality products or services. However, boosting your company’s brand can be difficult in a saturated online space, and there’s no shortage of potential pitfalls that can undermine your reputation.
Below, Rolling Stone Culture Council members explore common mistakes businesses make when promoting themselves online. Their insights can help you avoid these missteps, increase audience engagement and strengthen your brand’s overall marketability.
Promoting Mixed Messages
Inconsistent messaging across platforms can confuse your audience and dilute your brand identity. To avoid this, business leaders should establish clear brand guidelines and ensure all team members understand and adhere to them. Regular audits of online content and coordinated cross-platform campaigns help maintain a cohesive and strong brand presence. – Stephen Nalley, Black Briar Advisors
Neglecting Audience Feedback
We often get so bogged down in our efforts to produce the best curated, trending content that we forget to take in crucial resources needed to enhance online branding to the right people. Make it a point to regularly absorb your audience’s feedback, answer questions from surveys and comments and ensure that your online presence reflects your response to them. – Magen Baker, Bell + Ivy
Taking a Political Stance
We have seen the recent backlash against big brands that get too politically involved and launch woke or controversial campaigns. Brand marketers and CMOs need to redefine their brands’ social and cultural roles in society — now and in the unforeseen future. – Igor Beuker, Igor Beuker
Focusing Too Heavily on Trends
Many companies focus too much on “virality” or leading “buzzy” stories. While these can be valuable techniques in the short term, I believe it’s ultimately a mistake to rely on them in the long term. I always advise my clients to focus on high-impact, meaningful stories rather than trendy headlines. – Evan Nison, NisonCo
Centering Around the Business Instead of the Customer
Businesses often focus on their expertise and awards, but that doesn’t resonate with customers. Instead, leaders should position their credentials in a way that solves the customers’ pain points, making them the heroes of their story and showing how the brand enhances their journey. – Dan Serard, Cannabis Creative Group
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Paying Too Much Attention to Negative Reviews
One mistake is hyperfocusing on the rare negative review. Instead, focus your time on enhancing the customer experience for the majority of your customers — your regular users and those who are interested in learning more about your service or product. – Dustin Eide, CanPay
Failing to Engage With the Audience Consistently
Focusing only on pushing content without interaction can weaken brand relationships. Leaders should prioritize engagement by responding to comments and messages and initiating conversations. Implementing a social listening strategy helps you monitor mentions and address customer concerns. Leaders can also build relationships by participating in discussions. – Kristin Marquet, Marquet Media, LLC
Misusing News to Promote Your Brand
Don’t try to associate your brand with something positive in the news if your company did not have anything to do with it. For example, if an Olympic athlete wins a gold medal, give your congratulations, but do not make your company logo larger than the congratulatory message or make it seem that you have been sponsoring the athlete since the start. – Zain Jaffer, Zain Jaffer Foundation
Using Generic and Boring Content
Do the work! Create original content that’s true to your brand and communicates a point of view. Is there something happening in culture that only your brand can offer perspective on? Or a solution? Hype it up! Don’t rely on a boring plug because people don’t have time and will scroll right on through. Keep it conversational, fresh and consistent with your brand identity. – Sarah Jenkins, The Romans New York
Showing Too Much Emotion
For me, the mistake (anywhere!) is getting on my soapbox when I’m emotional. It sounds too “ranty.” I am learning that everyone has a finely tuned voice that the right person can hear. So I’ve been developing my loving, patient mother voice. It works better everywhere. – Baeth Davis, YourPurpose.com
Lacking a Consistent Identity Across Platforms
Managing various platforms and teams can lead to inconsistencies as individual styles creep in. Establishing comprehensive brand guidelines, including messaging examples, specific color palettes, precise logo dimensions and so on is crucial to maintaining brand integrity. This builds trust and recognition, strengthening your brand’s identity. – Jason Peterson, GoDigital Media Group
