It’s very easy to think of marketing as a simple practice – that is you announce your presence, tell your audience how good your services and products are, and then wait for the revenue to come rolling in. This isn’t always the case.
After all, infomercial programs run 24/7 on some channels, entirely dedicated to shifting product units based on constantly promoting products and using salesman-like techniques to appeal to a dwindling audience. Is this refined marketing? Possibly, but not usually.
For this reason, it’s important to look at your marketing as more than just a means of making promises and trying to present yourself as infallible. It means understanding what your clients need and looking to position yourself there, as well as considering the entire architecture of your brand’s persona and what makes it tick.
In this post, then, we’ll discuss how to take a better look at marketing, and what such an approach can do for your brand:
Your Brand Story & Who You Include In That
Your brand’s narrative and story, especially if it’s something many people can take part in, is an essential element of your marketing package. For instance, think of companies with family history, such as Whisky manufacturers, who will proudly showcase their storied history and barrel-aging technique; often investing in video advertisements reflecting this period. This is just one example, and with the aid of an excellent storybrand agency to really streamline and make concrete your message, you can not only make your brand’s narrative interesting, but something people wish to get involved in.
A Sense Of Presence
Marketing is never disembodied from the time in which it is placed. This is why even multi-national firms that have become household names, such as The Coca Cola Company, will generally make a great effort in their Christmas advertisements, to showcase that they are very much relevant, of the now, and worth your time interacting with as a core cultural staple. Firms that are able to achieve this perspective, be that through running promotions, renewing your products for the future, or using more representative figures that reflects the diversity of society in their marketing package, you will be seen not only as a firm worth looking at, but a firm worth looking at now.
A Brand’s Clear Direction Forward
Most people want to know that the brands they use for a range of daily necessities or luxuries have a clear idea for the future. We expect tech brands to have better products worth considering two years from now, for instance, which is why many of them release products cyclically. But it’s not just about the products you release, but how you orient yourself towards the future improvement you’re seeking. Sustainability, for instance, has become an essential goal not only of the corporate world, but of decisions made by governments. If you can implement your sustainability goals as part of your marketing, and deliver on that, well it shows you care about the right priorities, and will always make good on your intentions.
With this advice, we hope you can see that marketing isn’t just about making promises, but delivering a cohesive package people wish to be part of.
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