Have you used the erase jumper or button on the Duet to clear the firmware yet?
If you already have a working firmware on the board you don't need to erase it like that.
Please try following these procedures #1 and if that doesn't work, proceed to #2.
https://docs.duet3d.com/en/User_manual/RepRapFirmware/Updating_firmware#fallback-procedure-1