Whether you're an agency, an individual marketer, or an entrepreneur who's trying to 'make it' in the marketing world - you can probably relate to this.
One of the biggest pain points for people within our industry is convincing prospects and other business about the importance of branding in Marketing. While there are aspects of our business that are more tangible, for example; a website, product packaging or growth in Facebook followers, there are several facets of marketing that aren't as tangible. For example, brand perception and how many people have their business at the forefront of their mind when buying.
And of course, at the end of the day - the digital space is an extremely volatile place that have marketers like us running around like headless chickens trying to navigate a constantly changing landscape.
I mean, at the end of the day, we put in the hard work in navigating the changing digital landscapes that would otherwise be so much more difficult without us, so why the resistance? And what can you do to convince them?
Communicating the importance of branding:
One thing that we've come to learn is that people often think of branding as the 'fluffy' part of not just business, but also marketing. For example, a lot of businesses would rather you mindlessly and aggressively market on Facebook to get likes rather than building a solid brand. But it is oh so important. Why?
- Branding will set you apart from other businesses
- It makes your brand more of a 'human' aligning them with the right people, making these people more inclined to buy your product over everyone else's when they're ready
- It stops you from being just another 'product' or 'service'. This is so important, because without defining yourself as your own brand, you are essentially the same as the rest.
- It aligns every other facet of your business - how you communicate with customers, what type of content you should be making, and how you should be writing or producing it.
I mean, if Nike didn't brand itself the way it did, what would stop people from buying sportswear from somewhere like Kmart or Target? People buy from Nike because of the way they've positioned themselves - and you should start doing the same for your business, no matter how big or small.
Then comes the age old question:
"But why should I spend time, money and resources or branding when I can just spend that money on getting result right now?"
To us, the answer is simple. You're simply spending money on not having a long term direction if you're solely results driven.
If you can get your branding right first, it'll be easier to create valuable content for the right people. And when the time comes and they need your product or service - guess who will be on the forefront of their minds? You.
Webplanners is a digital marketing agency that provides more than just value through digital services. Follow them on Facebook to get regular business tips.