Why should I start with a strong brand?
A strong brand is the foundation of any successful marketing campaign. Think of it this way, if you have a weak brand, and you send a just-listed postcard, where is the impact? There is none. We’ve all heard that the definition of insanity is doing the same thing and expecting different results. Well, it works pretty much the same with marketing and branding.
Marketing is the act of creating awareness and demand for your brand. Without a strong brand presence, marketing is likely to fall short. You can’t build a house on a weak foundation, and you can’t build a marketing strategy with a weak brand.
When we meet with a client, we evaluate the brand first, and then we base our recommendations on the strength of that brand. Sometimes, a client comes to us for a new postcard to send out, when in reality what he needs is a complete rebrand. At that point, we may recommend a brand evaluation and refresh, prior to engaging in marketing. Marketing initiatives that rely on a strong brand have a greater chance of generating revenue, especially if the brand has been created professionally.
Branding is much more than a logo. Learn more about branding.
With a strong brand in tow, you will be able to successfully achieve the goals you set out for your branding. Imagine that you have a weak brand, and you seek an advertising firm to use your existing tools to create interest in your home. Sending the same weak message won’t give you a competitive edge, and will leave you with poor results.
If you are considering just putting anything out there, evaluate your existing brand message and how your audience will receive it. Don’t expect substantial results if your brand does not communicate the correct message.