Not tracking a branding campaign’s effectiveness

Do some research. Find out how the marketplace (customers, employees, prospects, and competitors) views your company. Then, measure similar groups several months after a sustained branding campaign. You should be able to tell, first, whether the campaign has imprinted itself in the marketplace, and second, whether or not the perceived message is the correct one.

Forgetting about your existing clients

Many businesses are so focused on landing new clients that they forget about their biggest resource for new business - their existing client base. This is especially true if your offerings are varied. Chances are excellent that you are already qualified and credible in your existing clients’ eyes. They’ll listen when you suggest a new product or service. It’s a win-win situation. You become a strategic partner who has your client’s best interests in mind and gain new business in the process.