“Marketing is the competition for someone’s attention…. A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. A brand’s value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives.” -Seth Godin
It’s not that marketing doesn’t matter. It does. Good marketing stops the searching consumer in his path and brings him in the door. But once inside, marketing no longer runs the show. The baton is passed. It’s branding’s job to woo the customer, start the relationship, and nurture it forward.
If branding is only done for marketing’s sake, it’s wrong. Or at the very least, it’s not nearly as right as it could be. It’s no longer enough to have a nice aesthetic, an “About Us” page, and a custom font. The audience wants more.
Effective branding fosters strong, enduring relationships. The kind that makes a customer tweet about her experience or mention her purchase to friends on a night out. It’s trustworthy. It’s consistent. It’s a safe place and familiar friend to the consumer in a landscape of ever-increasing other options. A relational brand breeds a connected (and therefore loyal) customer base.
Developing this type of brand identity for our clients is a deep joy at Bruxton. Relational at our core, we are small for a reason. We believe that creating the beginning of a story requires deeply understanding it. So actual real relationships are our bread and butter.
You’re family. From start to finish.
When we take on a client, we are wholly investing in their vision, mission, and company. Our simple goal is to partner with clients we believe in and propel them forward with purpose. We become a champion of their stories, uncovering a brand identity instead of fabricating one. No-one tells your story like an old friend, so we strive to become old friends, fast.
A great marketing strategy MUST include intentional branding. Reaching beyond the analytics to the people behind them. Ask questions, present who you are, and develop a real connection. Afterall, you’re looking for a relationship, not a one-click-stand, right?.
We’ll be your wingmen.
Onward,
Cory
Originally published at medium.com on January 10, 2019.
