Hello. I’m back after a brief “brain vacation” over the Christmas holiday (those of you close to me thought I left on this “vacation” decades ago, no souvenirs for you).
Thanks to my creative partner Kate for taking the “wheel” of the AdMaki rickshaw to write last month’s article on “marketing resolutions”. She poignantly outlined what so many businesses, with good intentions, fail to do. To “take things slowly and build your marketing strength up”. Also pointing out that, “… (branding) is a big piece of the puzzle … and makes you recognizable to your customer”. I couldn’t have written it any better (she’s such a great “Grasshopper”).
It’s all about the brand
Like everyone on this “rock”, you are a brand. Did you know that? You are unique. You are special. Your personality is a collective of your creativity, intelligence, skill/talent, work ethic, tastes, scotch or whisky, etc.
And the same should be said about your business. What is your business’ personality? Ask yourself, “How can my business help when it comes to solving someone’s problem?” An advertising/ marketing strategy created from a solid, well-defined brand leaves you and your customers feeling “less crappy and more happy” (now that’s poetry). And isn’t that a reflection of you?
Do your advertising dollars reach the eyes, ears, nose, mouth, or mind of your customers? Are you advertising at the right time? Are you advertising in the right places? Should you be focusing on R&D? Second guessing your advertising/ marketing strategy will lead to stress, sleepless nights, rashes, and bad golf scores. Not to mention a depleted budget.
Developing your marketing strategy from a defined brand will help you avoid obstacles that can unexpectedly appear in the form of supply chain issues, rising commodity costs, political unrest, weather events and God forbid another, dare I say it, pandemic. Sorry.
Say you own and operate a drinking establishment. Customers watching the 6 o’clock news are warned of the dangers of alcohol consumption. Panic ensues.
Your booze sales plummet. What do you do? A business without a plan reacts irrationally, extending happy hour or dropping prices, taking a hit at the till. Whereas the business with a plan, sobbers up to how customers’ habits change and adds alcohol-free options and saltier nuts. Crisis resolved. For now. A simple and obvious example but…
Be it the freshest bread, smoothest drive, fastest relief of diarrhea, your brand must reflect your customers’ needs. It’s a reflection of you and your promise to them. As Kate stated, “Advertising can shine any turd but if your product or service isn’t aligned with your target, you’re only going to frustrate people.”
From the name of your business, your logo, website, or copywriting style, to photography/ illustration, packaging, or how you greet customers or answer the phone, your brand personality must separate you from your competition. After all, you are defined by your customers’ perception of you. Loyalty and trust are built from that. And isn’t that what you, It’s all about the brand a brand yourself, want?
Until next month, hug a brand.
Cheers, mark.
