Read this to learn how to build a meaningful, original brand that cuts through the noise.
Every day, we’re bombarded by information.
You're absorbing content from the moment you check your phone in the morning until you fall asleep.
Every day there are…
500 million tweets posted
5 billion new Google searches
4 million new blog posts published
You're absorbing content from the moment you check your phone in the morning until you fall asleep.
Every day there are…
500 million tweets posted
5 billion new Google searches
4 million new blog posts published
Marketing aims to break through that noise with a distinct message people can absorb and remember.
Here are the 4 characteristics successful marketers use to do that 👇
Here are the 4 characteristics successful marketers use to do that 👇
1. Courageous
You must have the courage to develop a distinct mission statement.
Have you read a company’s purpose statement and afterward been none the wiser about what it does?
You must have the courage to develop a distinct mission statement.
Have you read a company’s purpose statement and afterward been none the wiser about what it does?
Sometimes marketers think it’s more important to sound smart than to communicate with the customer.
But, in reality, no one cares whether you know how to use big words.
People want to know what they’re buying into.
But, in reality, no one cares whether you know how to use big words.
People want to know what they’re buying into.
2. Artful Communication
Marketing professionals might have amazing ideas, but if they don’t know how to communicate effectively, then they're useless.
Your mission statement should be as simple and distinctive as possible.
Marketing professionals might have amazing ideas, but if they don’t know how to communicate effectively, then they're useless.
Your mission statement should be as simple and distinctive as possible.
You should be able to explain what you do in eight words or less with words your grandmother can understand.
If you can’t do that, go back to the drawing board.
Once you’ve developed your slogan, you can start thinking about the design elements of your branding.
If you can’t do that, go back to the drawing board.
Once you’ve developed your slogan, you can start thinking about the design elements of your branding.
Artful communication involves, more than anything, the art of listening.
Do research, interviewing your team and your clients.
Listen to what they have to say.
After, you’ll be able to create a brand statement that everyone can support.
Do research, interviewing your team and your clients.
Listen to what they have to say.
After, you’ll be able to create a brand statement that everyone can support.
3. Thoughtful
Thoughtful execution makes for engaged employees and loyal customers.
Think about which words and colors will best represent your statement.
Thoughtful execution makes for engaged employees and loyal customers.
Think about which words and colors will best represent your statement.
Branding goes much deeper than just developing a pithy slogan.
Your values should permeate throughout your organization.
Let’s start with your employees. 👇
Your values should permeate throughout your organization.
Let’s start with your employees. 👇
Executives forget that their employees are their product.
If they neglect to invest in them, they’re neglecting that core product.
Investing in engaged, well-trained employees should be the number one priority as a B2B marketer.
If they neglect to invest in them, they’re neglecting that core product.
Investing in engaged, well-trained employees should be the number one priority as a B2B marketer.
Coming close second is investing in your customers.
Focusing on recruiting new customers and paying little attention to existing customers is the wrong strategy.
Focusing on recruiting new customers and paying little attention to existing customers is the wrong strategy.
Focus on your existing customer satisfaction before considering marketing to new ones.
Your aim should be to cultivate customer champions.
Customer champions are the people who stick by you through thick and thin.
Your aim should be to cultivate customer champions.
Customer champions are the people who stick by you through thick and thin.
They provide glowing testimonials and evangelize about your product.
They convince new customers that you can be trusted.
How do you do this?
You cultivate a sense of community between your company and its customers.
They convince new customers that you can be trusted.
How do you do this?
You cultivate a sense of community between your company and its customers.
Think of hosting small, intimate gatherings, providing entertainment, and sending all participants a box of refreshments like good wine and whiskey especially curated to be enjoyed during the event.
The most effective B2B marketers have made the effort to check in with their customers during this time and go the extra mile to make them feel valued.
Basic human compassion is also good business sense.
Basic human compassion is also good business sense.
4. Scientific
Done right, marketing allows a company to hone its core values, communicate clearly to staff and customers, and develop strategies for delivering fantastic service.
Done right, marketing allows a company to hone its core values, communicate clearly to staff and customers, and develop strategies for delivering fantastic service.
Having the right scientific data will allow you to find out what challenges the company is facing and show how your marketing interventions are helping to solve them.
Before you even start gathering data, you need to come to an agreement with the leadership team about what to measure.
Many companies see the only metric of achievement as being profit.
They measure things like new client acquisition and sales and leave it there.
Many companies see the only metric of achievement as being profit.
They measure things like new client acquisition and sales and leave it there.
To get a good picture, you need to look at employee engagement and customer satisfaction.
What is your staff turnover?
How many customers stick around year after year?
What is your staff turnover?
How many customers stick around year after year?
Asking the right questions is essential to getting the data you need to measure.
A scientific method can also be very playful.
Remember, science is done through creating experiments and seeing what works.
A scientific method can also be very playful.
Remember, science is done through creating experiments and seeing what works.
Cultivating a scientific method means making room for experimentation.
Make sure your team has space to try new things without fear of failure.
And make sure to celebrate your wins – both big and small.
Make sure your team has space to try new things without fear of failure.
And make sure to celebrate your wins – both big and small.
Summary:
An excellent marketer has the courage to develop a distinctive statement of purpose.
It’s about artfully communicating that purpose and the skills to thoughtfully execute it at every level.
An excellent marketer has the courage to develop a distinctive statement of purpose.
It’s about artfully communicating that purpose and the skills to thoughtfully execute it at every level.
It’s about scientifically researching what your company needs and how the marketing strategy contributes to its success.
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Thank you for reading!
If you enjoy this content, follow me @ajthebrand for more!
Renegade Marketing written by Drew Neisser inspired this thread.
Thank you for reading!
If you enjoy this content, follow me @ajthebrand for more!
Renegade Marketing written by Drew Neisser inspired this thread.
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