Many of the businesses we work with (primarily startups and scaleups) come to us because they are struggling to see returns on their marketing efforts. They’ve invested time, effort, and money into running ads, posting to social media daily, building email funnels, PR, etc but it's just not translating into traffic or sales for them.

Nine out of ten times, the issue isn't actually in their marketing efforts. The problem is in their branding, or more specifically, in their inability to reserve space in their customers’ minds over their competitiors.

Why Customers Buy

Nearly every market at this point is becoming oversaturated. Customers are becoming more inundated with marketing messages and content overload (thank you, AI), and brands are left vying for the little bit of attention that they have. Having a strong product is no longer enough to create customer loyalty. In fact, consumer product brands that think they're just selling products are missing the point entirely around what drives people to buy from your brand over and over again.

Now, you might be thinking, "I’m just selling bath products, nobody cares about my brand.” This couldn’t be further from the truth. Liquid Death sells water in a can. Dove sells soap. Nike sells shoes/athletic apparel. Yet, these companies have spent millions of dollars on brand-centric marketing.

Customers buy products because of a need they have to fulfill. But they buy continuously (and organically) from brands who they feel a sense of belonging, meaning, and identity with it. In fact, studies show that younger audiences are more intentional about their brand loyalty, and often question (subconsciously), “What does buying this brand say about me?”

Brand: The Foundation for Your Marketing

In order to win more customers' attention, particularly in this day and age, you must establish a unique positioning and point of view, or you risk becoming irrelevant to your audience. Effective branding sets the stage for marketing efforts, ensuring they resonate with the intended audience and deliver sustainable results. Done properly, this connection transforms audiences from casual observers to loyal advocates of your brand over time.

There’s a number of different factors that we look at in order to determine a distinct brand point-of-view or positioning:

• What’s the emotional need the brand is solving?

• What’s distinct and memorable about the product itself?

• Who is our customer and what’s the aspirational mindset or lifestyle we are envisioning for them?

• Why does your company exist (beyond just selling products or services) for that matter?

• Is there a big ambition or social impact to the company that customers can rally around?

The Cost of Ineffective Branding

You’ve likely been told that you need a hefty marketing budget in order to make a significant dent in your bottom line. And, by now, we’re all familiar with the sobering fact that it takes an average of 20 touch points before a customer becomes aware of your brand. While these statements have truth to them, what they fail to mention is that branding plays a significant role. A strong brand strategy gives you a HUGE advantage, lowering your cost and strengthening your return on investment.

Conversely, if you fail to create that authentic brand foundation, it doesn't matter how entertaining or funny or beautiful your marketing is, it will not create sustainable success. Spending more traps you into the hamster wheel of paying for customers rather than balancing paid with organic. Instead, focus on building a strong foundation that embodies your unique brand point-of-view, resonates with your customers, and stands out in the crowded marketplace.

Need to build a brand foundation for your marketing strategy? Get in touch.

FAQs

1. How does effective branding enhance marketing efforts? Effective branding provides a clear identity and resonates with customers, making marketing efforts more impactful and cost-efficient.

2. Can marketing succeed without strong branding? Without strong branding, marketing can only achieve short-term gains; long-term success depends on a brand's ability to connect and remain memorable with its audience.

3. What makes a brand successful? A successful brand clearly defines its identity, niche, values, and the unique story it tells, creating a meaningful connection with its customers.

4. Why is external help crucial for brand strategy? External brand strategists offer objective insights and expertise, helping to develop a distinctive and effective brand strategy free from internal biases.

5. What should businesses look for in a brand strategy partner? Businesses should seek partners with proven experience, strategic insight, and the ability to understand and enhance the unique attributes of their brand.