For today’s enterprises, managing a strong online presence is just as important as delivering high-quality products and services. However, strengthening your company’s brand can be difficult in a saturated online space, and there is no shortage of potential pitfalls that can undermine your reputation.

Below, members of the Rolling Stone Culture Council discuss common mistakes companies make when promoting themselves online. Their insights can help you avoid these mistakes, increase audience engagement, and strengthen your brand’s overall marketability.

Promoting mixed messages

Inconsistent messaging across platforms can confuse audiences and weaken brand identity. To avoid this, business leaders should establish clear brand guidelines and ensure that all team members understand and follow them. Regular online content audits and coordinated cross-platform campaigns help maintain a consistent and strong brand presence. – Stephen Nalley, Black Briar Advisors

Neglecting audience feedback

We often get so busy trying to create the best curated, popular content that we forget to leverage the key resources necessary to elevate your online brand with the right people. Try to regularly collect audience feedback, respond to surveys and comments, and make sure your online presence reflects your response to them. – Magen Baker, Bell + Ivy

Taking a political position

We’ve seen a recent backlash against big brands that get too political and launch controversial campaigns. Brand marketers and CMOs must redefine the social and cultural roles of their brands in society – now and in the unforeseen future. – Igor Beuker, Igor Beuker

Too much focus on trends

Many companies focus too much on “virality” or leading “big” stories. While these can be valuable techniques in the short term, I believe it is ultimately a mistake to rely on them in the long term. I always advise my clients to focus on meaningful and impactful stories, not trendy headlines. – Evan Nison, NisonCo

Focusing on the business instead of the customer

Companies often focus on their expertise and rewards, but this does not appeal to customers. Instead, leaders should position their testimonials in a way that solves customers’ problems, making them the heroes of their story and showing how the brand improves their journey. – Dan Serard, Cannabis Creative Group

The Rolling Stone Cultural Council is an invitation-only community of influencers, innovators and creators. Do I qualify?

Paying too much attention to negative reviews

One mistake is to focus too much on the rare negative review. Instead, focus on improving the experience for the majority of your customers – regular users and those interested in learning more about your service or product. – Dustin Eide, CanPay

Lack of consistent contact with the audience

Focusing solely on communicating content without interaction can weaken relationships with the brand. Leaders should prioritize engagement by responding to comments and messages and initiating conversations. Implementing a social listening strategy helps you monitor mentions and solve customer problems. Leaders can also build relationships by participating in discussions. –Kristin Marquet, Marquet Media, LLC

Misusing news to promote your brand

Don’t try to associate your brand with something positive in the news if your company had nothing to do with it. For example, if an Olympian wins a gold medal, congratulate him or her, but don’t make the company logo larger than the congratulatory text or make it seem like you’re sponsoring the athlete from the start. – Zain Jaffer, Zain Jaffer Foundation

Using generic and boring content

Get the job done! Create original content that aligns with your brand and conveys your point of view. Is there something going on in the culture that only your brand can provide perspective on? Or a solution? Turn it up! Don’t rely on a boring plugin because people don’t have time and will scroll right away. Make sure it is conversational, fresh and consistent with your brand identity. – Sarah Jenkins, Romans New York

Showing too much emotion

For me, the mistake (anywhere!) is getting on my soapbox when I’m excited. It sounds too “malicious”. I’m learning that everyone has a finely tuned voice that can be heard by the right person. That’s why I develop my loving, patient mother’s voice. It works better everywhere. – Baeth Davis, YourPurpose.com

Lack of consistent identity across platforms

Managing different platforms and teams can lead to inconsistencies as individual styles creep in. Establishing comprehensive brand guidelines, including messaging examples, specific color palettes, exact logo dimensions, and more, is crucial to maintaining brand integrity. This builds trust and recognition, strengthening your brand identity. – Jason Peterson, GoDigital Media Group