Most people think that its one or the other and really its not.
Your brand is you and your marketing effort is how you promote your brand. Don’t get these two mixed up.
There are lots of ways to market your brand, you can do it aggressively or passively its really up to you and the style you are comfortable with.
The amount of headline grabbing email subject lines I see dropping into my mail box is on the rise, stuff like. “Like more sex?” but then the body of the email is all about their latest gadget or car, come on…this isn’t doing your brand any good at all. I hasten to add the subject line is for example purposes only and I would not advocate that you open or even look at such emails, I don’t!
Market to others as you would like to be marketed to yourself!
Let me explain this statement. Imagine the scenario you’re just about to sit down to dinner with friends when the doorbell rings. Standing there is a double glazing salesman, yes we’ve all been there. He asks if you’re interested in double glazing? Now usually two things happen. First you point out that you have double glazing and you don’t need anymore. Usually this ends with him forcing his card into your hand and saying “Call when you decide to change?” and off he goes down the street to bug one of your neighbours. Second scenario, you can’t get rid of him no matter what you say, in the end up we always saying something rude and close the door. Now you might not be 6’ 1”, that’s usually enough. But sometimes they ring the doorbell again and start their pitch all over. Yeah this is really annoying and more often than not ends badly for the salesman.
Timing is everything, if someone rings my doorbell while I’m having dinner then chances are it won’t get answered, why? Because this is family or friends time.
Just imagine doing this through email or your social channels, how annoying does it get for the recipient? Before you know where you are your follower numbers have dropped and not a bit of wonder.
Send out your marketing messages when its convenient for your tribe, if you don’t know when this is…ask!
Always, and I do mean always have messages and updates that are inline with your brand. Our brand is a fairly relaxed brand and anyone who knows me know that to be true. If you have a brand that is seen as relaxed, business like or techie then that’s the type of marketing you do, align it with your brand always.
Something worth remembering is that marketing tactics change like the wind, they come and go. Your brand doesn’t. Yes your logo or your website might change but you are you for as long as you own the business, you can’t and don’t want to change you.
Branding is a very emotional experience and people either get attached to a brand or they don’t, there’s very little middle ground for a brand.
If your clients say you are a good company to work with then you need to try harder, NOW!
If they say you are an excellent company to work with then you know you are on the right track but you still need to try harder. Nobody survives being ‘good’ only the excellent survive.
Marketing campaigns can be fun and they can be exciting but nobody really get attached to a marketing campaign if they do then the brand are really lucky. Most get attached to brands because they like what they sell, they like what they stand for and they like being associated with them.
So next time you’re designing and developing your marketing campaign think about your brand and how it reinforces your position or if it might even damage it.