My Brand is Bigger than Yours

Ammar Mahmood
Jul 17, 2019 · 4 min read

Why spending money on ads before branding is burning your loot.

A common question we get from our small business and startup clients is “why do I need to spend money on branding?” Followed by, “I want to focus my budget on advertising.”

This is especially a common fear with small business that are working with small budgets. They often feel they are too small to focus on branding. Ironically, the truth is, they are the ones that need to lean even heavier into building a strong brand.

So, we were going to write a post on the subject until we realized that everyone has written something about this. If you’re a small business or startup struggling with this question, we’ve sourced some pretty great posts and articles to answer your questions:

Okay, now that we’ve gotten that out of the way, let’s address the 5 reason’s why you should stop burning your money.

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OR
If you use cartoony illustrations in your ad, and your website features high style photography, you’re frying your bag.

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And finally,

5.

Think about it. If you’re already in a crowded market, trying to make a name for yourself, does spending all your extra cash on ads make sense, if nobody is paying attention to them? If nobody reacts emotionally or senses that they can trust you as an unknown entity to them? Here, give me your money, I can burn it for you. To make this more clear for you:

87% of consumers will purchase a product solely because of brand values

Branding is the summation of your customers’ perception of your brand. That includes everything from you logo, your advertisements, your brands voice and attitude, your mission, your values, your customer service, the consistency of your brand promise, your social media content, your website, your corporate culture — everything!

A strong brand SELLS ITSELF. And allows your advertising strategy to be more efficient, and cost effective — saving you thousands, if not millions of dollars in the long run.

Always, and forever more, the most effective kind of advertising for your brand is word-of-mouth. And what propels effective word-of-mouth is your ability to maintain a consistent identity in the marketplace that develops trust, reliability, and RELATABILITY with your target consumer.

This is Sriracha.

That’s why some of the most successful brands in the country, like Sriracha, Costco, Zara, Trader Joe’s, and Krispy Kreme (to name a few) have spent little to NO money on advertising.

So, just to sum this thing up. Invest in branding. Don’t burn money.

Tiny Beast

Defy convention. Subvert expectation. Leave a mark.