I have a real-world definition of branding strategy, based on working as a revenue coach for hundreds of companies and interviewing thousands of customers. It is this: “Branding is the promise that you make; your brand is the promise that you keep.” To help company leaders put this truth to work to increase their own revenues, I explain that they keep (or break) their branding promise with five tools: products/services; people; processes; policies; and passion.
We’ve all heard the management adage: “You can’t manage what you don’t understand.” Unfortunately, digital marketing has gotten so complex, specialized, and fast-moving that it’s harder than ever for busy CEOs and entrepreneurs to understand what is really going on.
Branding strategy is usually an “inside” affair, created in windowless (or now virtual) conference rooms. “What do we want to be known for? What is our mission? What do we do better than competitors?” What’s missing from this conversation? Customers. Who buys your product or service? Customers. No wonder so much marketing doesn’t work. My
Lately we have been talking about the customer’s Mindset and the critical role it plays in your marketing. If you really want to know how to increase sales, that’s the factor that you need to focus on first. I’ve been defining the customer’s Mindset, at the start of their buying process, as the combination of
I’ve been defining the customer’s Mindset as the desires, concerns, and questions that they have when they set out on their buying journey. These desires, concerns, and questions are top of mind for them, and if you don’t address these burning issues, immediately, they will click away. That’s one thing all digital marketing efforts have
We are defining the customer’s Mindset—as they set out on their buying journey—as the combination of their desires, concerns, and questions. Given the current pandemic mentality, you can assume their concerns are different and possibly more intense than they were pre-COVID 19. People are also spending more time online including social media and shopping.