Design & Marketing Strategy
How does a pro make any brand stand out while standing the test of time?
Understand The Brand
Developing a strong marketing strategy is actually quite simple when you break it down to basics. However it is a process that is unique to every person and requires WORK. The truth behind each successful brand is the person that started it. Nothing starts from nothing. There was a spark that created every brand you know today.
The first part of my creative process is closer to therapy than market research. What was the first spark? Where is the heat? How can we use that spark to start a FIRE?
This is something that AI would never be able to reproduce. The “Brand” is the personality and dedication of the people behind it. The market always rewards authenticity, as long as they understand it. It is my job, as the marketing guy, to teach your audience why your brand is the best for them.
This approach does not create customers, it creates a real connection to your people. That kind of connection isn’t broken easily. It also generates sustainable growth, which does not always happen overnight.
But, sometimes, it does.
Know Your Audience
Building your buyer persona is a useful tool to help understand the logistics of publication: demographics, behaviors, lifestyle, needs & wants. What is the most effective way to reach your people?
It is important to know who your audience is… but it is more important to know them personally, to have a real relationship with them.
Classical marketing can sometimes be cringeworthy. Going door-to-door to beg random people for attention is not how you build something substantial. Now we go to our audience and meet them in their own space, where they are comfortable.
My marketing tactics are poignant. People want to be involved. Projects like mine create a buzz before they are even finished in production. Knowing the audience demographics can help with inspiration, but they should never drive the message.
Market Research & Competitors
How does your brand stack up? Comparison to your peers always helps you find things that you miss. While knowing where you land on the leaderboard does provide some motivation, it simply does not give you a real picture of your market.
Getting first place is not as important as actually finishing the race.
Unless you’re one of the gigantic brands, you’re stuck in the weeds. Copying your competitors can help you catch up, but make it very hard to overtake them. Real market share comes from innovation and creativity. AI, by its very definition, cannot create such innovation. It is very useful as a market research tool, however.
Just like in any area of art, knowledge of the masters will help you hone your own skill. But ultimately, your brand will need to create its own style.
Analysis & Adaptability
Regardless of the plans we all make, we all must live with consequences. Collecting data and use of analytics will help to steer the ship. Small adjustments can create momentum, and once you have enough momentum the numbers go up organically.
The brand itself is built to withstand any storm. When an industry takes a hit or the economy starts to squeeze a small business, marketing is usually not the first concern.
I encourage my partners and clients to build a company that always has room for marketing. Once you turn off the faucet, no one gets to drink. I’m not here to judge anyone that makes the hard decisions. But in my experience, once you cut the marketing budget, you start cutting employees too.
The smart partners know how to take advantage of a downturn in the market. When there is a drought, that’s when you use the reserves to turn the faucet ON.
