This post is part of the 📖 The Undefeated Marketing System series.
Today, I am still reading the Step 3: Create Your Data-Backed Messaging and Creative Brand (or Rebrand) chapter of the book The Undefeated Marketing System written by Phillip Stutts.
What if the key to future success lies in a simple and secret marketing approach that presidents use to get elected and startup companies to become billion-dollar unicorns? What if you could use this approach to convert customers in half the time, eliminate your financial risk, and secure huge profits?
In The Undefeated Marketing System, bestselling author Phillip Stutts shows you how his groundbreaking five-step marketing formula used by winning presidents and successful companies will also grow your business.
If you’re a small business owner, entrepreneur, executive, or marketing professional determined to beat the competition in any economic environment, and this is your next must-read book.
Yesterday, I started reading Step 3: Create Your Data-Backed Messaging and Creative Brand (or Rebrand) chapter from The Undefeated Marketing System book.
Step 3: Create Your Data-Backed Messaging and Creative Brand (or Rebrand)
Your Brand Is Like a Pizza
When a typical marketing agency gets a new client, they usually leap straight into rebranding and content creation, and push a “brand first, conversion second” mentality.
That’s good for the agency’s bottom line, but it’s terrible for the client. I talked about this approach in Fire Them Now and showed how the “If you brand it, they will come” mentality is one of corporate marketing’s biggest lies.
I don’t want to downplay branding’s importance. Having a successful brand is essential to having a successful business. But there’s a formula to creating a great brand that works every time. You don’t just whip a brand up out of thin air and send it into the world.
First, you have to find out what your customers or clients want. Second, you need to strategically align their values with your company’s own desired outcomes. Then you can use that alignment to build a great brand.
The more your brand engages your customer, the deeper your relationship with that customer will be.
Your brand is like a pizza. One slice may be the data-backed messaging in a video ad; another slice may be how your brand looks on the website. Another slice is about telling your authentic story. Every element of your company’s brand makes up another slice until you eventually have a whole pie.
Your brand has to take every slice into account. Otherwise, customers aren’t going to eat your pizza. They’ll order from an entirely different pizza joint.
You can’t skip steps or cut corners and still expect people to buy your brand or be brand loyal. Building a great brand is all about consistency. Every slice needs to speak to your customers’ needs and wants and fit perfectly within your overall data-backed strategy.
That’s it for today. Tomorrow, we will continue reading the same chapter Step 3: Create Your Data-Backed Messaging and Creative Brand (or Rebrand).
Author(s): Phillip Stutts
Part 13 of 20 in the 📖 The Undefeated Marketing System book series.