Elevate Your Brand Experience

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Is Brand Marketing Even Important? (UM YES.)

Insights from Daniel Murray

Alexa Kilroy, former Head of Brand for Triple Whale and current Director of Marketing for Fermat. Alexa spilled some of the best brand marketing advice we’ve heard in a LONG time.

1. Beyond Logos and Slogans

Brand marketing is more than designing and copywriting. It’s the experience people have with your brand and how they perceive you.

For example, Nordstrom feels luxurious not just because of the products but because of the entire experience—plush carpets, classy tones, and premium services. At Fermat, I interviewed customers to understand their experiences and improve every touchpoint from product to customer service.

2. Tapping Into Minds

In marketing, you work with consumer psychology to get consumers passionate about your brand. Learn from key stakeholders and interact with customers, from advocates to ex-users. This gives insight into all experiences and faults. Build customer personas to understand different needs and optimize their experiences.

3. Customer Experience Overhaul

Your brand needs to offer a styled customer experience to keep up with changing market expectations influenced by brands like Amazon and DoorDash. If you slack on customer service, retention will suffer. However, over-communication can annoy customers. Balance is key to maintaining a magical relationship with your customers.

4. Ads That Cut Through the Noise

Consumers now prefer straightforward ads that tell them what you’re selling and why it’s good. Fluffy ads are out. Optimize for high purchase intent traffic rather than curiosity clicks. Provide the information needed for consumers to decide, saving on creative and ad budgets while enhancing the customer experience.

5. Awareness Through Authority

When starting, focus on conversion rate and social proof rather than general brand awareness. Leverage authority positioning by getting featured in trusted publications like The Strategist. This builds brand awareness tied to a trusted authority, ensuring your brand looks legit.

Key Insights

Brand marketing is about the overall experience, not just visuals. Understanding consumer psychology is crucial for effective marketing. Customer service quality significantly impacts retention, while direct and clear ads outperform fluffy content. Finally, trust and authority are key to building brand awareness. Alexa's insights offer a roadmap to mastering brand marketing in today’s competitive landscape.

Expanding Your DTC Brand? Discover the Smarter Path

Insights from Buyology

Hitting a growth plateau with your direct-to-consumer (DTC) brand can be frustrating. Instead of segmenting your audience with fragmented messaging strategies, why not try a more cohesive approach?

The Magic of Unified Strategy

Unified Brand Positioning

Forget isolated segments and separate messaging strategies. Your customers interact with your brand through multiple touchpoints you can't fully control:

• Seeing your ads on social media
• Engaging with your organic content
• Researching on review sites
• Returning through search engines after weeks or months

Controlling this journey with disjointed messages won't work. Here’s a smarter way to grow:

1. Broaden Your Brand’s Core Message

Make sure your brand’s core message resonates across all target segments.

Example: Apple started as a computer company but now stands as a tech lifestyle brand. Instead of separating products, Apple integrates them under innovation and lifestyle, making the iPhone, iPad, and Mac part of the same ecosystem.

2. Find the Universal Connection

Identify the universal need your product addresses for all segments.

Example: Patagonia caters to hikers, surfers, and environmentalists. The common question: “How can I enjoy the outdoors while protecting the planet?” Patagonia’s answer: “We build the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.”

3. Enhance Your Existing Messaging

Your homepage and primary messaging should cater to a broad audience. Then, create specific sections for individual segments.

Example: Amazon's homepage caters to a general audience, but detailed category pages serve specific needs, making it a one-stop shop with specialized sections for books, electronics, fashion, etc.

Pro Tip: Capture More Leads

As you implement these strategies, you’ll likely see more traffic to your website. Use Smart Recognition to capture the email IDs of the majority of visitors. It’s CAN-SPAM compliant and free to try!

Key Insights

Don’t micromanage your customers’ diverse journeys with fragmented strategies. Broaden your core messaging, identify the universal needs your product meets, and deepen engagement with specific segments within this framework.

Have other ideas for expanding your DTC brand? Share your thoughts with us!

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