Ep. 09: This Marketing Mistake is Costing you Time and Money

In this episode of Daring Made, we delve into the intriguing world of marketing and branding. As a small business owner, it’s tempting to jump straight into marketing tactics and strategies without truly understanding why you’re doing it. But here’s the truth: if you don’t know why you matter in the marketplace or to your customers, all the marketing in the world won’t make a difference.

Let’s take a moment to explore the importance of brand strategy and how it informs your marketing efforts. Starting with the fundamental question: Why? Why do you need marketing? Why will your customers buy from you? Why should you focus on social media or email? Why should you choose paid ads over organic reach? These questions are often overlooked or underestimated by small business owners, but they are crucial for success.

Marketing is all about mattering. It’s about giving people a reason to buy from you. And that reason is your brand. Think about it this way: when you know exactly where you want to go, how to get there, and why you’re going there, you have a clear brand strategy that informs your marketing strategy.

Your brand strategy defines your identity, your uniqueness, and your purpose. It answers questions like: Who are we? Why do we matter? Who do we matter to? What sets us apart from our competitors? Understanding the why behind your business allows you to create a brand that resonates with your target audience and gives them a reason to choose you over others.

But here’s the catch: your brand strategy shouldn’t exist as a forgotten document in a PDF. It should serve as your business strategy, guiding every decision you make. It’s not enough to have a brand strategy; you need to live and breathe it throughout your business and marketing efforts.

Many small business owners fall into the trap of focusing solely on marketing tactics, like running paid ads or managing social media accounts, without tying it back to their brand strategy. This often leads to wasted time, money, and resources, with little long-term impact.

Imagine going on a shopping trip without a clear plan. You end up buying things you don’t need and spending more money than you intended. The same applies to marketing. Without a solid brand strategy, your marketing efforts become aimless and ineffective.

So, if you’re just getting started or considering working with a marketing agency, don’t waste your money. Invest in developing your brand and business strategy first. Understand what makes you special, who your target audience is, and how you can fulfill their needs in a unique way.

Marketing tactics like paid ads might provide short-term financial gains, but they won’t foster long-term customer retention, loyalty, or brand equity. To truly grow your business, align everything you do with your brand and business strategy.

As we approach the end of 2023 and plan for the future, it’s essential to focus on the things that will have a lasting and compounding effect on your business. Don’t get caught up in the hype of quick wins and short-term marketing tactics. Instead, prioritize aligning your actions and marketing efforts with your brand strategy. This will set you on the path to sustainable success.

In upcoming episodes, we’ll dive deeper into brand strategy and explore topics like brand equity and building emotional connections with your customers. Stay tuned for more valuable insights and actionable tips.

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