My marketing isn’t working is a statement that I hear just about every week. When I start to ask people about their branding, I always get the same surprised look. Then that person usually says something like, “I’ll worry about branding when my marketing is on track”.
I have to tell you, that’s not how it works. Branding and marketing go hand in hand, and you need to be working on both things simultaneously. Think of it this way:
Marketing is how you get leads. Branding is what makes them choose YOU.
Really think about that for a minute. You’ve just dropped a chunk of cash sending out direct mail campaigns that are pretty much getting you zero results. Read the rest of this entry →