Written by: Vickie Sullivan | August 05, 2025
Brand Strategy Research Blind Spots to Watch Out For
As a market strategist, I’m a big advocate for brand strategy research. Too many people just “wing it” in the marketplace—and it shows.
A recent MarketingProfs article clearly lays out the business case and process for doing the work. The big question, though, lies in the next step: Is it more effective to go the DIY route or to outsource?
In my experience, doing your own brand strategy research is like representing yourself in court. It sounds great on paper, but in reality, it rarely works out the way you hope.
Why DIY Brand Strategy Research Falls Short
Here’s why: We drink our own Kool-Aid. We get so close to our message, our mission, our “why,” that we can’t see the forest for the trees. To paraphrase an old saying: When you love your hammer, every opportunity looks like a nail.
These blind spots usually show up in two places:
• Target audiences.It’s tempting to think that “everyone” needs what we offer. (Leadership experts, I’m looking at you.) Maybe so—but standing out in a massive, generic space isn’t realistic. Even worse, some folks stop at the most obvious audiences. Without digging deeper, they leave better-fit buyers—and money—on the table.
• Competition.Some believe they don’t have any (“because I’m the best!”), or they assume buyers will instantly recognize their superiority. What’s easy to miss? How buyers compare you to alternatives. That’s where positioning wins—or loses—business.
Our passion is the fuel that gets us through major obstacles. But when it comes to brand strategy research, that same dedication can create blind spots, making big mistakes look like a sure thing. That’s why an outside perspective is so valuable. It cuts through the emotion and provides the reality check we all need.
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