Not Having A Strong Brand

While it might be the most obvious mistake to make, Mayer said many businesses don't have a strongly defined brand. The challenge they run into, he said, is when they look to begin investing in marketing activities but don't have a strong brand to anchor the strategy. Having a strong, established brand helps set a business apart from its competitors, he said, by showing not only what they do best in business but also the impact it hopes to bring to the community.

"At the heart of any strong marketing activity is a really clear brand strategy," Mayer said.