Imagine that you’d like to start running marathons. You have friends who’ve done this, and gotten terrific accolades and benefits from it. So you figure there’s no reason why you can’t do it as well. Just put one foot in front of the other. It doesn’t matter you haven’t ventured even a short jog for more than half a city block since you were in grade school. You really want this and convince yourself you’re going to do it. So the day comes, and you stroll out to the starting line. You’ve got new running shoes, your friends are there, the excitement is building. The starter announces loudly: “Runners to your mark! Ready…Set…” BANG! The starting gun goes off, and you’re on your way! But you barely make it past the first half-mile before you’re sitting on the sidelines, out of breath, wheezing like a calliope with a sore throat, about to pass out.
You weren’t prepared.
As the old saying goes, “fail to prepare, prepare to fail”. The same thing goes for your brand marketing. The worst thing you could do is start running a race without getting ready for it.
If that sounds a bit like your situation, here are four reasons you might want to consider until you get a better grip on a strategy.
1. You shouldn’t advertise if you don’t know who you’re talking to.
Imagine that with every ad you produce is a letter to your best friend. You know what they’ve been through, their life experiences, you have serious empathy with them. You’ve been in their shoes, you know where they’re coming from. This is the kind of message that prospects pay attention to. And the only way to know this is to do the homework to get to know who they are. If you don’t know where your customers are coming from, or what they’re struggling with, you might as well be writing to a stranger. You won’t connect with them and they’re not going to believe what you say.
You have to begin with a deep understanding of your consumer. You must have a profound comprehension of who they are, who they would like to be, and the important role your brand can play in their lives.
2. You shouldn’t advertise if you don’t know what to say.
Great advertising starts with an on-point communications platform. If you haven’t developed that, it’s best to hold off until you can. David Ogilvy, an advertising hall-of-famer said, “What you say in advertising is more important than how you say it.” Figure out what you’re going to say, and boil it down to one thing that’s easy to understand and simple to communicate. And trust your agency to help guide you through that.
Our mantra is that there are no boring products, only boring executions. Let us discover what’s unique about your brand and find the “sui generis’ of your product that will turn heads and ultimately make the cash register ring.
3. You shouldn’t advertise if you don’t know where to say it.
You didn’t start your business on the spur of the moment. You most likely studied and prepared for a long time before you pulled the trigger. In marketing, one key is knowing where to target your messaging. Is traditional or integrated media best for your product? Maybe geofencing will be effective for you. Finding the right media mix isn’t something we would recommend doing on your own steam. There are many new variables to consider, and you will need some expertise in this area to make sure you’re not wasting your resources.
What’s more, it’s important for you to set yourself apart or you’re going to look like everyone else in the race, and no one’s going to notice you. We can help you stand out from your competition, figure out what your competitors are saying and make sure you’re communicating something unique. We’re in it for the long run. Let’s get started today.
4. You shouldn’t advertise if you don’t know how to say it.
How you say it is as important as what you say. And every nuance of your message is a reflection of your brand personality. Consumers like to personify brands–they tend to associate better with brands they can identify with. Your goal should be to make a personal connection with your potential customers, which you may not find easy accomplish.
Ideally, your brand should also be a reflection of the personality of your customer base. Your messaging should be consistent across all your platforms. As a brand manager, you may find that difficult to do.
Broderick Advertising is hard-wired to think that way; to enforce consistent brand identity in all touch-points of your messaging. Give us a call, and let us show you exactly what we mean.