5 Common Marketing Mistakes That Can Hurt Your Brand (And How to Avoid Them)

No matter how great your product or service is, marketing mistakes can hold your brand back. And while we all know that no one’s perfect, these missteps in your marketing efforts can hurt your connection with your audience and make your brand feel out of touch. Yikes.

In this post, I’m breaking down 5 common mistakes that I see brands make all the time - and offering practical ways to fix them.

Whether you’re just starting out or looking to improve, these tips will help you create campaigns that actually resonate with your audience.

Mistake 1: Tokenism (Only Showing Diversity on the Surface)

The Problem:
Tokenism happens when brands include one or two diverse faces in their marketing without really understanding those communities or their needs. It’s more about checking a box than showing real representation, and trust me, your audience can tell.

How to Fix It:
Avoid tokenism by involving diverse voices at every stage of your campaign, from brainstorming to execution. Real inclusivity goes deeper than appearances. It’s about making sure your message resonates with everyone in a genuine way.

Mistake 2: Using Stereotypes or Clichés

The Problem:
Stereotypes are lazy marketing. Whether it’s portraying women only as caregivers or using outdated clichés about certain communities, this approach alienates the very people you’re trying to reach.

How to Fix It:
Think beyond stereotypes. Show people in diverse, dynamic roles - like men as caretakers or women as leaders. Representing people authentically builds trust and loyalty.

Mistake 3: Lack of Accessibility in Content

The Problem:
Creating marketing content that isn’t accessible can exclude entire segments of your audience. If your website, social media posts, or videos aren’t designed with accessibility in mind, you’re missing out on potential customers.

How to Fix It:
Make sure your content is accessible to everyone. Add alt text to your images, provide captions or transcripts for videos, and check your color contrast. There are plenty of free tools to help ensure your content can be enjoyed by everyone, regardless of ability.

Mistake 4: Focusing on Visuals Without Thoughtful Messaging

The Problem:
It’s great to show diversity in your visuals, but if your messaging doesn’t match, it feels disconnected. Your audience notices when your words don’t align with the images you're presenting.

How to Fix It:
Pair inclusive visuals with inclusive messaging. Avoid gendered language, ask people’s pronouns, and make sure your copy reflects the same values that your visuals do. Consistency across all aspects of your campaign is key.

Mistake 5: Not Listening to Feedback

The Problem:
If you’re not actively listening to feedback from the communities you’re marketing to, you’re missing a big opportunity for growth. Without real feedback, you risk launching campaigns that miss the mark.

How to Fix It:
Engage with your audience, especially marginalized groups, and ask for honest feedback. Be open to criticism and ready to adjust your strategy based on what you learn. Your brand will be stronger for it.

Conclusion:

These common mistakes may be holding your brand back, but the good news is that they’re fixable! By being thoughtful about your approach, listening to your audience, and making sure both your visuals and messaging reflect the diversity of the real world, you can create marketing campaigns that build stronger connections.

Marketing isn’t about being perfect, it’s about being authentic, adaptable, and open to growth.

Avoid these pitfalls, and your brand will feel more in touch and connected with your audience.