Five branding mistakes that can weaken your market presence

More than a marketing trend, branding is now a decisive factor for the sustainable growth of companies. A recent study by Conversion reveals that by 2025, between 80% and 90% of the traffic that generates conversions for medium and large companies comes from brand-related searches. This data reinforces the strategic role of brand building as a revenue engine, demonstrating that how the brand is perceived and, more importantly, how it is felt and processed in the consumer's brain directly influences business results.

Even so, many companies, especially those in the expansion or repositioning phase, make mistakes that weaken their identity and reduce their market impact. Branding is not just about aesthetics or digital presence: it is about consistency, authenticity, and alignment with the company's values and the audience's expectations. And this is where neurobranding comes in, allowing brands to build deep emotional and cognitive connections that go beyond the rational.

Here are five branding mistakes that deserve attention and how to avoid them:

1 – Choosing an inappropriate archetype

Archetypes help shape the brand's personality and its way of communicating. When this choice does not match the business's essence, the brand conveys a mistaken image, causing confusion and alienating the audience. Therefore, it is essential to choose an archetype that aligns with the company's values, purpose, and mission, genuinely reflecting who the brand truly is. To ensure this alignment, market research, combined with neurobusiness techniques such as implicit association tests and analysis of emotional reactions, can reveal whether the chosen archetype truly resonates in your audience's subconscious, avoiding dissonances that harm brand perception.

2 – Lack of consistency in communication

Disconnected visual identity, tone of voice, and messages across different channels harm brand perception. This inconsistency conveys an image of disorganization and lack of professionalism, compromising consumer trust. To avoid this, it is essential to ensure that all touchpoints, from the website to social media, including advertising campaigns and customer service, convey a coherent message aligned with the brand's identity. From a neurobranding perspective, inconsistency generates unnecessary cognitive load and can activate areas of the brain associated with distrust, hindering the formation of positive memories and the building of a lasting emotional bond.

3 – Ignoring the audience's opinion

A brand that does not listen to its audience misses valuable opportunities for connection and evolution. Ignoring feedback and making decisions without considering consumer expectations can result in a loss of relevance and engagement. Maintaining active listening channels, conducting periodic research, and analyzing data are fundamental practices for adjusting communication and positioning according to the audience's interests. However, traditional research often only captures what the consumer says they think. Neuroscience, with tools such as eye-tracking and facial coding, allows going further, revealing the audience's unconscious emotional and cognitive reactions, offering deeper and more authentic insights into their true preferences and perceptions.

4 – Being too generic

Brands that do not demonstrate personality tend to get lost in the competition. The lack of differentiation makes the brand forgettable and unattractive. It is necessary to invest in elements that make the brand unique, whether an authentic language, a striking visual identity, or well-defined values, and find ways to stand out with originality and clarity. Neurobranding is fundamental here, as it helps identify the unique emotional and cognitive triggers that your brand can activate in the consumer's brain, ensuring that it not only stands out but is memorable and creates an emotional connection that differentiates it from the competition.

5 – Not investing in a specialized company

Branding requires strategy, research, and technical knowledge. Trying to manage it internally without the necessary expertise can result in mistaken choices and a fragile, misaligned image. Relying on the support of professionals or specialized companies can make all the difference in building a solid, cohesive brand ready for sustainable growth. The most advanced companies in the branding field today are those that integrate robust market research methodologies with the principles of neurobusiness, ensuring that every brand decision is based not only on stated data but also on the consumer's cerebral and emotional reactions.