By Durvesh Yadav
Brand strategy is no longer a secondary option in an entrepreneurial world characterised by hyperconnectivity, digital-first consumption, and explosive disruption. In new-business firms, the brand is now the anchor point that determines how the world understands, relates to, and recalls them. Unfortunately, several digital ventures and startups are caught out by common branding mistakes that reduce long-term effects.
Confusing branding with marketing: Startups tend to confuse branding with placing advertising or social media campaigns. But branding is strategic — it forms perception through identity, tone, and purpose. Marketing is the tactical activation of that brand.
Avoidance tip: Start by defining your “why,” brand promise, and tone before launching marketing efforts.
Lack of consistency across touchpoints: From websites to WhatsApp responses, incoherence in design, message, or tone depletes trust. A broken brand presence confuses people and reduces recall.
Avoidance tip: Create a comprehensive brand guide and make sure all stakeholders, including third-party sellers, stick to it.
Neglecting internal brand alignment: Workers also serve as the initial brand champions. If your internal culture isn’t aligned with your external brand promise, your customer experience gets hurt.
Avoidance tip: Get your hiring, onboarding, and in-house communications on message with your brand values and voice.
Overdependence on performance marketing: Startups obsessed with metrics usually shortchange emotional impact. Branding fosters familiarity and credibility that no series of performance promotions can create.
Avoidance tip: Mix ROI-conscious campaigns with work in story-selling and building identities.
Chasing trends at the cost of identity: Leaping onto each passing trend, each popular reel, meme, or hashtag may go viral, but may water down your brand’s uniqueness.
Avoidance tip: Consider whether a trend is right for your voice and mission. If not, don’t even think about it.
Ignoring audience evolution: What resonates with early adopters might not be effective for a mass market. Brands that hold on to outdated personas lose out on newer audiences.
Avoidance Tip: Check audience insights, feedback, and behavioural data regularly to sharpen your messaging.
Underestimating community building: Transactional thinking doesn’t create loyalty. The strength of a brand is in community, where customers become advocates.
Avoidance tip: Encourage conversation, feedback loops, and shared values on social media, through newsletters, or ambassador programs.
Overlooking storytelling: Products fix problems, but stories create bonds. A good brand story brings a product to a purpose-based movement.
Avoidance tip: Humanise your brand by telling founder stories, customer stories, and origin stories.
New-age business branding isn’t about a logo or launch campaign — it’s about simplicity, coherence, and relevance. Amid all the noise of the world today, the only brands that make it are ones that listen, lead with a purpose, and remain faithful to their narrative.
The author is founder & CEO, Rising Star Communication