How to avoid branding disaster; advice from a direct response expert on navigating an image-based world.
The world of branding is changing. Just by way of technology and platforms alone, our pathways and possibilities to clients have increased dramatically, and with that has come more opportunity than ever before, to connect personally with potential or repeat clients. These pathways help companies to create a seemingly transparent branded image, with consistent and genuine messaging that hits home for these clients. Unless you’re doing it wrong. Then, these pathways create plenty of opportunity for confused and inconsistent branding (which happens A LOT) and for companies to find themselves in a make-or-break situation because they aren’t getting the right message through to the right people in the right way.
There is so much noise on the internet when it comes to branding and marketing, but in order to start to sort out what works and what doesn’t, a deep understanding of how the two intersect is needed. Dustin Mathews, the Top Direct Response Marketer at Speaking Empire, shared some amazing insights on how to get your branding and marketing right, to get your message out, monetize it, and how to use that to build your business empire.
So Dustin, a self-proclaimed direct response guy decided to make a change from words to images… from message to impression. This merger of direct response marketing and brand marketing is the rebirth of two very traditional ideas, combined together for powerhouse results, and its necessary genius.
Direct Response Marketing vs. Branding
DRM is the idea that if you invest say $2, that you will see a viable return on that $2 in a set amount of time. In a sense, holding your marketing accountable.
Branding is the image and perception your company is on a personal level. It’s what you stand for, and it allows you to tell a story to your clients that they emotionally attach to. A great example of this is the movement Apple started by creating an idealistic image people wanted to be associated with.
What Dustin helps businesses to realize is that you really need a great balance of both to secure your success and growth. It’s okay to look for that short-term turnaround but during that same time, you should also be focusing on building long-term relationships. Branding is customer service. It’s about the experience you create, how you treat your clients, and what it feels like for them to do business with you.
The 3 Most Common Errors You Should Avoid
- Don’t remove your call to action in an effort to ‘not appear spammy’. Your clients need somewhere to go after your message has resonated with them.
- Don’t go overboard and put too much money out for potential value that cannot be monetized. Especially if you are just starting out and can’t afford to wait on the ROI.
- Don’t be something you’re not. If you make too much radical change, you will confuse your current base and your messaging will be unclear to the base you’re trying to reach. Authenticity is important, and it is something we can recognize in a brand, or not.
Creative Types Listen Up
Given my background and all of the creative, product designer types I work with on a daily basis, I think it’s really important to point out that this is truly the tip of the iceberg when it comes to marketing and branding. These basics can help you avoid disaster but it is incredibly risky to take on the look and feel of your brand. Some things are better left to the experts who understand that branding truly is part art, part physics.
Read the original INC article published on October 20, 2016.