ASSETS VS. BRAND: A MARKETING IDENTITY CRISIS
I read a marketing mantra earlier that I’ve been hearing gutted and paraphrased over the last 15 years. But, I’ll put my own spin on it for you.
Clark Kent had assets, Superman had a brand
What does that mean for the average small business owner trying to thrive in expensive markets without intimate e-commerce know-how? You have to realize who you are as a business. I know that you might be the biggest, toughest door plate salesman in Poughkeepsie. But, Wal-Mart and The Home Depot don’t know you exist. Therefore, why should their potential customers? Who are you to those hordes of random clickers online or thousands of eyeballs quickly streaming past your ad? Whether they’re in a car, in front of a computer or they have their face buried in a cellphone screen…these people are your targets.
You’re Clark Kent. Right now, you’re a fair-to-above average businessperson who knows their local market and their area of expertise. You have assets on-hand. Whether that’s knowing how to stay profitable while undercutting the competition or having a relationship with repeat customers…this is your bread & butter. But, how do you compete against the big guys? Those seas of Giant S Shields that make everyone go ape and stop what they’re doing. At heart, you’re offering the same product. Why is it that you can’t break out past what you already know?
photo credit: Troy Thompson, Creative Commons
In the above image, I have found the perfect formula for every business owner to memorize. Your brand is unique to your business and no one can steal it from you. Your business has a story that you create through history, press and daily interactions. Add to that the experience you create for customers and related clientele when they work with you. Divide that by the expectation that your partners, employees and customers have upon dealing with you as a merchant in a new age.
Your brand is the end result of that. It’s a long road, but it begins with a few basic steps. When you come to 301 Interactive Marketing, we look at these steps and begin a plan for greater achievement. You know your business and we know what it takes to help build your brand as you build our brand. E-commerce is a symbiotic relationship that is constantly in flux. Let us guide you to a place where you are recognized and achieve far greater success than with your unfocused assets.
CONTACT 301 @