7. brand
building
What's your brand? It's the sum total of what people think of you.
In short, it's your personality.
A greater volume of garbage is written about branding
than about anything else in marketing. And I'm not about to add to it. I'll
just say personality
is all a brand really is. Whether that personality's
friendly or aloof, nurturing or aggressive, aspirational or workaday, is
where brand values are - the emotional justifiers that make people want
to do business with you.
If your marketing - every sentence written, every image delivered,
every user experience built and used - is driven by the same brand values, you're
doing better than 99% of marketers. That's the only branding effort Redpump ever
makes: a promise your brand is understood and any work done will be in tune with
it.
Next: a word on campaign
planning.