Swipe Right on Great Marketing
The old adage is that marketing is a lot like dating, but I propose we update that a bit. An even better analogy is that marketing is like a dating app. You put your brand out there, maybe even tell a few jokes, and hope consumers will swipe right and start a dialog. Knowing your audience – what they like and don’t like - is definitely important and can get you to the point where you’re having a dialog. It might even get you to the point of consideration. But knowing who YOU are – your values, your goals, your identity – is the other critical piece to really make any relationship a long-term success. Once you understand who you are as a brand and what makes you unique, figuring out what to say and how to say it to attract the right audience becomes a lot easier.
That’s where I come in. I guess in this analogy you could call me a “matchmaker,” although I call myself a “marketing consultant.” My first job is to ensure you have a clear idea of who you are as a brand. I promise I won’t sugarcoat anything either. I’ll help you understand what truly drives your business, and what makes you unique. I’ll be truthful about your strengths and weaknesses and what competitors offer so we can figure out where your brand fits in the selling landscape. Identifying and fixing the flaws is part of the process – nothing gets fixed if it gets ignored -- and no weakness needs to be permanent.
We may find that what you’ve been communicating to consumers is not what’s important to them (your messaging isn’t resonating). We may discover you sound the same as everyone else when talking to your audience (you’re not breaking through the clutter and differentiating yourself). Or maybe you just need to expand (or contract) your audience because you’re not talking to enough prospects (or too few). It’s okay. By going through the brand development process, by really understanding your own business’ DNA, we can set you brand up for a much more reliable result from your messaging efforts.
So when you think about your brand, think about it like you’re on a dating app. Start by understanding who you are, what truly makes your brand special and what you want consumers to associate with your brand. You’ve got a limited amount of time and space to tell people about what really defines you, and you need to communicate it in a way that both stands out but also reflects your identity. And if you need help, reach out to a matchmaker like me. Endangered Species Marketing exists to help businesses be better marketers, whether it’s building (or rebuilding) your brand foundation, developing a rock-solid messaging strategy that disrupts your category, or creating your next great campaign. To swipe right on great marketing simply message me on LinkedIn or click the “Contact” button on my website at https://www.endangeredspeciesmarketing.com.