How Brand Building Is Killing Your Sales: Do This Instead - Part 3

There is a blackhole in our business battlefield and time and time again small business owners fall straight into it. It disguises itself using terms like l “top of mine awareness” or “market saturation”

“We are now living in a time period where we will no longer have to guess the effectiveness of our advertisements. We are living in the golden age where everything is measured and we'll know exactly where our marketing dollars lead us” 

-Charles Schwab

And you know what? Over 100 years later, marketing is horrrrendous. 

Why?

There's one thing that keeps most marketing in the dark ages and in this article I will tell you exactly what, and what you should do to avoid this catastrophe.

Branding Building’s Cash-Flow Death Grip

Don't get me wrong. I think having a solid brand identity is important but this is not brand building. 

Brand building gives the perfect excuse to make your marketing about nothing. 

Combined with terms like “top of mine awareness” or “market saturation” businesses will often use silly jokes, trendy dances and flashy colors to get you to “remember.”

One major issue…

It can’t be measured!

You would have no idea whether what you're doing is actually working. 

You would never hire a contractor, an employee, or a salesman without having any idea if they're even an improvement.

It's gotten to the point where every company is copying bad ads from other companies. 

A vicious cycle of marketing cannibalization.

And that's just the tip of the iceberg…

The Real Cost Of Brand Building

Some people use McDonald's or Uber as an argument defending brand building. And yes, these companies used brand building very effectively. 

What did it cost?

About that…

Uber used over 300 million dollars of venture capitalist funding. While at the same time being so cheap at startup that they were losing money for years before they saturated the market enough to see a return. 

McDonald's?

388 million dollar marketing budget in 2023. Unless you happen to be an African warlord or a Rothchilds, 388 million is a little steep.

Throwing infinite amounts of money and hopefully getting a return.

I don’t know about you but I don’t have 300 million dollars burning a hole in my pocket.

Do This Instead

Big companies who focus on brand building have one thing in common…

They ALL began by creating marketing content that spoke directly to their customers. 

No mumbo jumbo, no silly dance routines or jokes. They cut straight to the heart of the issue and sell their prospects exactly what they’re looking for.

“Feed A Family Of 5 For Just $2.50”

“A Pleasure Every Family Can Afford”

“Get A Ride In Just One Tap”

Simplicity and conciseness is what made them their fortunes in the first place. And the same principle here will make you yours. 

There are levels in the game of business. Big companies have the money to blow on garbage like “top of mind awareness” “market saturation” or “brand building” because they’re too big to lose.

On the other hand, having a solid marketing strategy as a small business owner will pull you leaps and bounds ahead of the competition. If you want to find out how - fill out the form and we’ll get to you within 24 hours about how we can help. 

No bs, no high pressure sales tactics. 

Happy hunting,

-Jason Anderson