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KUDOS 

 
 
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Quality is a nice thing to have, but brands are not built by quality alone.
— Al Ries, The 22 Immutable Laws of Branding
 
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THE SURPRISING TRUTh
ABOUt BRAND MARKETING TODAY

 

An especially important read for
small businesses, entrepreneurs and solopreneurs


 

If you own any kind of business, you are in the business of selling.

Mastering the art of selling is what marketing is all about, and brand marketing is an incredibly powerful tool that can multiply the power of all your other marketing activities exponentially.

For more than 15 years now, I have worked with businesses of all sizes - multinationals, non-profits, small businesses, and even individuals - to help build their brands.

I've discovered big companies approach brand marketing in a completely different way to everyone else.

In the world of big business, there are essentially two aspects to brand marketing: strategy and execution.

Developing strategy can often be the lengthiest part of the process.

It is an always evolving, never-ending exercise. Companies spend months, even years, as well as big money on projects designed to refine their strategy.

The reason: strategy is seriously powerful. It can catapult a brand to number one and win it major gains in marketshare.

What else has the power to do that?  

In the world of small and medium sized business, the whole strategy component of brand marketing is often barely there.

Instead, the emphasis is on execution - what tactics work best to get the biggest audience response for the least amount of money.  

The problem here is one of vision. Success involves many steps, rarely just one.

When the goal is to maximize returns for right now at any cost, you're really not giving your brand the best shot at success. 

Given most small businesses don't put much weight on brand strategy, is it any wonder that most of them don't last for more than five years?