This is the second article on a series about critical mistakes that are commonly made in marketing. The first article can be viewed by clicking here. 

I was watching an ad for a popular brand of sportswear. It is a brand I have purchased many times before. A celebrity’s face is used to promote this brand. He doesn’t say anything in the ad. He just stands there. Whoever is in charge of marketing for this sportswear brand believes this person’s image is all it takes to attract consumers to the brand. However, I disagree with the celebrity’s stances on just about everything. In fact, they violate my basic values. The intended marketing for this brand has the exact opposite impact on me. I have started buying from their competitors.

Understanding what your customer's values are is key to opening up a brand relationship with them. When you ignore their values, you risk stepping over a line with them. When you step over the values line, you are asking them to leave you forever. This is why so much attention is paid to the likability of celebrities who are used to pitch brands. What do the consumers think of them? Are they seen in a positive light – even more so – are they seen as someone you would want to emulate? If so, celebrity endorsements are a great way to expand your market share. But if not – if they repulse your base of customers – you run the risk of handing your customers to your competition.

Whether you are using a personal endorsement or not, before you build any kind of marketing campaign, you should consider your target market. What are their likes and dislikes? We do that on three different levels: Values, Attitudes and Choices. Let me talk first about the values of your customers. Values are beliefs that are typically fixed for life by the time we reach young adulthood (18-25 years old.) They are deeply held and could be tied to our childhood. If you have ever had someone who refused believe in something when others believe in it, you are more than likely dealing with a value-based belief. An example of a value-based belief would be honoring the flag of our country and finding it detestable if someone protested by burning a flag. If you come of age with that belief, you likely will hold it dear the rest of your life.

The other item we must consider is the current attitudes of a target market. We define attitudes in marketing to be short-term beliefs. You may call them popular fads. What idea is trending and popular right now? You should take note of it and build it into your marketing message. Attitudes change with the prevailing wind of society. They are popular notions that will change. Their influence may be popular for a season, but will not last.

One mistake that marketers make is to get values and attitudes mixed up. If you market in such a way that does not recognize a trending attitude, you may get away with it. In time, the attitude of your target market will change. However, if you step on a value of your target market, you will lose them. This is where the third component comes into play: Choice. In our western society, we have a multitude of choices. If a brand manager makes a misstep with their customers, the customers will choose a competitor’s brand. You need to keep this in mind when you are building your marketing plans.

Choice is where you can take advantage of your competition and push your brand ahead of them. This is where understanding the values and attitudes of your customers is critical. Not only do you need to understand your customers’ values and attitudes so you don’t cross a line with them, but you need to understand where your competition has stepped on the consumer and how would you present your brand as an alternative? Let’s go back to that customer who despises someone who would desecrate the flag. If that is your customer, you would be smart to add a tag to your marketing, "Proudly made in America” to your labeling. You would be smart to target promotions on national holidays meant to honor veterans. You would be stupid for picking an endorser who had made anti-nationalistic remarks on Twitter.

Take a deep dive into what your customers believe. Understanding their values, attitudes and choices are missing links in many marketing plans today. Pay attention and you will build your brand. Ignore them and you will eventually cross the line of no return.