At its best, marketing helps consumers discover your brand and understand the value you will provide. It brings problem-solvers to solutions quickly and with ease.
At its worst, marketing is a manipulative and money-driven machine that relies on the naïveté of the masses by bullying and seducing consumers into buying products.
Because of the latter, we don’t always value marketing as much as we should. But marketing is at the very core of the organization of all companies. It defines the expectations of your customers when they first connect with you, and it helps you understand what your priorities are.
Marketing has changed drastically in the last several decades – now, marketing empowers your customers to do research on their own, to understand your value before you even connect with them.
In short, marketing is most powerful when kept simple, driven by your unique offerings and differentiators.
When you arrive at the very core message of your value, you will find that your marketing helps you make the tough decisions that you encounter in your business.
Branding is often overlooked, but the reality is that branding sets you free. Once you’ve decided who you are and what your brand represents, it’s easier to make decisions in the future, be it design, text, or maybe even whether or not to participate in an event or other activity. Having a consistent brand helps you be clear about what you do and what you stand for.
In order to think smart about marketing and branding, you need to be creative, willing to dig deep to get to the very essence of your brand, and you need to have a product that has value to someone, somewhere.