Businesses tend to head on directly to the execution of sales strategy, picking things along the way like, “ I need a swanky logo, and a kickass website. And yeah, the run-of-the-mill business card too. Plus I need a Facebook, a LinkedIn page and add some Google ads to that too. Coz, hey! That’s what marketing is all about!”
Well, no. This feels like you are ordering a sandwich for yourself!
But, yeah. That’s how businesses define marketing these days. It’s really sad.
Miles before ‘Marketing’ lies something, known as a ‘Brand’ and subsequently your ‘Brand Strategy’. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.
First, let's clear up the biggest misconception about brand strategy: Your brand is not your product, your logo, your website, or your name. In fact, your brand is much more than that -- it's the stuff that feels intangible. But it's that hard-to-pin-down feeling that separates powerhouse and mediocre brands from each other. ‘Brand Strategy’ or ‘Branding’ is about crafting ‘What’ you stand for’, ‘HOW’ your customers perceive you’ and ‘How should’ they perceive you. We have been talking to business owners about their marketing problems and had a HUGE revelation. Here’s what some of them think about Marketing.
Marketing is a set of processes and tools promoting your business. It is tactical and calculative. Marketing involves both online and traditional practices. For us, marketing is your footboard for high sales. Marketing is what helps you educate your customers and help them make up their minds about why they should consider you. It makes the job easier for your sales team to convince and close the deal without making any unnecessary cold calls.
Branding on the other hand is strategic. It defines your culture and sparks a movement. It’s the expression of the essential truth or value of an organization, product, or service. It is the communication of characteristics, values, and attributes that clarifies what your brand stands for. Branding should both precede and underlie any marketing effort. It is not push, but pull. A branding exercise will help encourage someone to buy a product, and it directly supports whatever sales or marketing activities are in play, but the brand does not explicitly say, “Buy me.” Instead, it says, “This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.”
Sales however, involve converting the qualified leads or prospects which you have derived from Branding and Marketing into purchases or orders. Sales involve more interpersonal interactions, one–on-one meetings, networking and calls.
The present day business spectrum is more about ‘who you are? And why should I like you or buy from you?’ Customers today, have a variety of options to choose from. ‘You’ are no more unique to them, unless you prove otherwise. This is where the tactical, push approach of Marketing doesn’t work. What works is a ‘Human-centric’, real and a personal touch of a Brand. Selling your idea and getting your customers to genuinely like you is about building a strong relationship with your customers. It is about sparking an exciting conversation, giving an exhilarating experience and above all, letting them know how much you mean to them. “Alright, I am convinced. But what will this cost me?” Branding and Marketing are an investment for the organisation, which will ease the process of sales and reap benefits in the long-term. That being said, Is marketing a cost center? Yes. Poorly researched and executed marketing activities can certainly be a cost center.
But, a well thought-out and clearly cut-out marketing strategy is an investment that pays for itself in the form of high sales and brand reinforcement. Well then, is branding a cost center? On the surface, yes, but what you get is loyal customers that every brand vies for. The return is salespeople whose jobs are easier and more effective, employees who stay longer and work passionately, customers who become brand ambassadors and advocates fuelling word of mouth! We are not here to preach you about what you should do and why you should opt for us. We are here to just state the facts, plain and simple. If you have a marketing team in place and you need our assistance with something like a brochure or social media management, click here to view our full services portfolio. Alright, you know ‘exxactttlyy’ what you want, what your brand needs but you don’t have the time or the monetary stretch to hire an entire team. We have the right fix for you! Either ways, we have an antidote for all your brand and marketing problems.