Direct Response Marketing is not Brand Awareness. Most startups are more concerned about metrics and marketing Key Performance Indicators (KPIs), they should have it in mind that building a unique brand is a marathon and not a sprint.
The Business world have truly evolved leveraging Organizational Digital Transformation and we now have #Hubspot, #Salesforce and other Customer Relationship Management (CRM) platforms that provides digital solutions in handling Customer Life Cycle to fit company’s key goal of revenue growth. However, businesses should always keep a keen eye on the bigger picture. Before building a Customer Personae, you should create your own Brand Persona first and foremost.
Brand Awareness builds trust, authority and clout not to your industry competitors, but to potential customers, clients and partners. It is from this Brand Exposure that authentic marketing measurements and parameters can be ascertained.
Some years ago, my team and I oversaw the Business Development of a New Pharmaceutical Company headquartered in Abuja. During the Customer Qualification Stage, the C.E.O of the said Coy was already making some bogus projections on Return On Investment (ROI). As the Brand Business Officer of my group, I told my CMO that this Pharma Merchant not even really branded itself nor even identified with the public yet, he’s talking about immediate gains in a ridiculous time frame. The end of this experience is a story for another day.
Same issue we had with a new Real Estate Company in Lekki-Lagos, I told the Coy’s Rep that as a Brand Stategist I care more about the Identity and Public Perception of the Brand to avoid diminishing returns; there are tons of Real Estate Firms all over the Island, both new and old, you can’t afford to make the same mistakes others are known for.
The way you project your brand style and its Value Proposition in its formative days can play a huge role in its future. Even if you believe in your business’s capabilities and strengths, the question remains how well does your targeted audience know about your Brand?
Perception is stronger than you think.
To Be Continued...
[This is the beginning of a playbook series of my thoughts on my Business Development path in Corporate Digital Transformation, themed *THE LAGOS STRATEGIST*. Do keep an eye on this space.]
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#CorporateBranding #BusinessDevelopment #ContentMarketing #BrandStrategy
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