Brand Confusion is a big scary guy with a hockey mask and set of nunchucks — and he’s waiting for you.You cannot see this villain, but he is standing squarely between your brand and your target market. He thrives when companies imitate the brand messaging of their competitors. He alienates target markets and kills profits.The reason? Fear. In a difficult economy in which fear prevails, imitating what “worked for them” appears to be the only solution. But that is just what Brand Confusion wants you to do. So, before you walk down that dark, unoriginal hallway (insert scary music here), resist temptation and gather your courage. You are already on your way to becoming a brand leader.This new year, resolve to invest the time it takes to properly strategize your company’s unique brand message. It will win the hearts and minds of consumers, and it just may save you from the horrors of Brand Confusion.