In this Expert Insight Interview, Orsolya Herbein discusses how to rethink marketing and the secrets to making marketing work. Orsolya Herbein is a Partner and Creative Director at Brand3.
This Expert Insight Interview discusses:
- What most small business owners and marketers are doing wrong
- How Brand3 changed its branding to align with its customers
- Why it is crucial to take a step back and look at branding strategically
Biggest Missing Link in Marketing
Small business owners and marketers tend to dive straight into tactics. When you think about marketing, the average feedback on what it includes is SEO, website, social media, ads, etc. The problem is that marketers usually gravitate straight into doing marketing rather than looking at the strategy aspect.
This is often the most prominent missing link when it comes to making marketing work. It would be best if you thought about marketing strategically aligning your brand with an audience.
Story of Brand3
Brand3 used to be Brand3 — Brands That Deliver. However, Orsolya and her business partner Matt realized that the company was not getting traction this way because branding was so misunderstood.
Essentially, Brand3 is a branding company wrapped into marketing words because they chose to wrap themselves into what their customers want, and everybody wants marketing. Their clients call them up thinking that they will get all those marketing tactics mentioned above, but what the company is really selling is branding in terms of fixing and aligning the brand before going to market.
Taking a Step Back
Many people approach marketing from the tactics backwards, including people who have been doing it for a while. Instead of doing this, marketers need to take a step back, look at who their audience is, where these people are, how they want to be communicated with, and what they value in this communication.
Only then can you decide where to go with your marketing efforts from a tactical standpoint. That is what Orsolya means when she talks about rethinking marketing. The idea is to rethink marketing in terms of branding, align the brand with its audience, and start off on the right foot.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.