My colleague and Twitter friend, Gabriel Rossi, branding specialist in Brazil, recently tweeted something that hit the nail right on the head: "Marketing
& Branding =
Windows & Mirrors." I was impressed by this spot-on analogy.
Marketing is indeed a window into your product or service, and good
branding is a mirror of what your target clients want you to be.
It all goes back to basics, your position. If you have identified who your ideal clients are, what they get from you, why your firm is the best provider, and what value they perceive from your product or service, you are in a position to craft marketing messages that are appealing to those particular people. You can explain the benefits they receive and how their pain will be alleviated. Those are very powerful attention grabbers and one of the best means of piquing enough curiosity to have them want to know more.
Think of marketing as an education process that warms up your prospects to prime them for a sale. Effective marketing provides the right information to turn individuals into a warm prospects. It is the processes of pre-selling and gives them a window into what they get.
A strong brand then acts as a mirror, reflecting themselves back to those target prospects - their desires satisfied, their pain soothed. They see a fresher, better, happier, more satisfied "me," one that they identify with and desire.
Marketing & Branding = Windows & Mirrors. - So true.
by: Christine Pilch
Christine@GrowMyCo.com
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