Back before Hubspot formalized the principles of inbound marketing on its marketing software platform, our inbound marketing agency got a lot of business inquiries from companies that didn’t want to be bothered creating a brand. They just wanted results and didn’t see the need to create a brand to send out postcard solicitations, email campaigns or build a website. Brands were for big companies with big marketing budgets and time to spend on non-revenue generating activities they reasoned.
Our inbound marketing agency lost more than one prospect by insisting that for any marketing to work well, a company, school or non-profit needs to have a brand, brand value and positioning statement. The prospects who didn’t like that advice tended to flock to services like Constant Contact for email, Modern Postcard for print mailings and other services that made it simple to push your stuff out and hope for the best. However, the prospects that were serious about generating leads, building relationships and growing their business came back and shared their disappointing results of marketing without a brand.
As we work with schools, high tech B2B marketers, and real estate agents on their inbound marketing and social media strategies, the same question comes up. Do I really need a brand? Absolutely! To get great marketing results online and with inbound marketing, you must define your brand and establish your brand value and positioning statement. Here’s a useful how-to primer on defining a positioning statement for your brand:
Why Brand?
Positioning Your Brand
The Positioning Statement Process
Create Your Positioning Statement
Evaluating Your Positioning Statement
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