Watch Your Brand Signals

When you think of the art of branding, what comes to mind? The art or the science? Those are two very different disciplines, yet if you don’t have both firmly thought through and driving your key brand messaging, you will find it difficult to score attention and the results you’re seeking.

The art of branding has secured its place as a creative, intuitive and artful way of presenting a brand. By contrast, the science of branding still remains out of reach for many marketers who either dislike or misunderstand market-based research. In my experience, marketers who fail to properly and effectively assess their markets usually suffer because they do not fully understand their positioning or how to best market their companies.

National brands typically work at understanding their markets, determining the “cues” of their markets that will make buyers buy, all to arrive at positional statements and brand messaging that cause meaningful responses. Smart marketers use both the art and science of building a brand because they have found the combined strengths of those disciplines are the building blocks of a rock-solid marketing program.

Here are three must-dos you need to build your brand program:

1. Realize social media is not a strategy; it’s a multiplex of many digital and online media channels. Don’t think of it as a product launch, but rather as a parade! But however you think of it, realize that the art and science of social media marketing is a means to an end, but never the end.

2. Updating your website with Linkedin, Twitter and Facebook is a good start, but hardly enough to make a dent. Given the fact that there are literally thousands of relevant online media outlets today, it seems apparent that it takes more than the big three to put your company over the top.

Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.
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